Madura Fashion and Lifestyle

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Madura F&L Sanoob Sidiq MBA (FT)

Transcript of Madura Fashion and Lifestyle

Madura F&LSanoob Sidiq

MBA (FT)

Madura Coats Pvt Ltd

Established in 1988 by Madura coats ltd in Bengaluru ,

1999, Aditya Birla co, acquired Madura fashion & Lifestyle to become the

undisputed leader in the readymade men’s industry in India

1988 - Madura

Garments was

established as

Apparel Division

of Madura Coats

Limited in

Bangalore

1990 -

Launched

Van Heusen

– the power

of Dressing

1989 -

Launched Louis

Philippe – the

first National

Apparel Brand

in India

1993 -

Launched

Allen Solly –

Unconventio

nal , Friday

Dressing

1988 2016

1997 -

Launche

d Peter

England

– Value

for

Money

2001 -

Launche

d Planet

Fashion

2001-02

Acquired by

Aditya Birla

Group in from

Madura Coats

vyella pic

2005 -

Launch

ed

ESPRIT

2007-08

Launche

d PEOPLE

2010 - MG re

christened as

“Madura

Fashion &

Lifestyle”

2007 - Textiles &

Apparel’ Business

Director’s Office

formed towards

consolidating the

domestic ‘T& A

business ( MG,JST &

GBTL ) of ABG

Birlas to merge

Madura

Garments into

Pantaloons

Fashion

And form Aditya

Birla Fashion and

Retail Ltd

Brands

Louis Philippe

Peter England

Planet fashion

Allen sollyVan

HeusenPeople

The collective

Parent Company

Madura Fashion and Lifestyle

Values

Madura Fashion & Lifestyle’s vision is to

passionately satisfy the Indian consumer’s needs

in fashion , style and value , across wearing

occasions, in apparels and accessories trends

and creating markets with the ultimate purpose

of delivering superior value to all stakeholders.

MFL MFL is the one of the fastest growing company. It is the leading player in the retail

market.

The companies' brand portfolio includes product line that range from affordable and

mass market to luxurious high end style and cater of every age group , from children

& youth to man &women

MFL reaches its discerning customer through an exclusive network comparison more

than 1,300 stores , covering 1.5 million Sq feet of retail space, and it present in more

than 2,000 premium multi brand stores and 100 departmental stores

The collective offers a unique blend of global fashion , international trends and

innovative customer services to customer in Bangalore, Mumbai , Delhi, Delhi NCR ,

Chandigarh & Pune

Planet fashion the multi brand ,apparel retailing arm of Madura Fashion & Lifestyle,

housing the companies' in house and other brands, is the largest chain of stores of its

kind in India

MFL

MFL marked the foray into luxury mono brand business in India by launching the

quintessential British men’s luxury clothing and accessories brand hacked London

through a joint venture with the UK firm

Recently company launched Trendim.com

Innovative design & MFL has 9001-2000 accreditation with periodic internal audits

MFL is an IT and web enabled organization, They used ERP & SAP system

MFL is a global supplier for premium international brand such a E-spirit ‘S’ Oliver,

MONOPRIX

MFL sources only from factories that are complaint with the factory Act, and each

factory is independently audited by the international textile service (ITS) and societies

generate surveillance (SGS) for international clients such as LP, marks & Spencer and

VH

Product Portfolio

Segments

Cotton

Terylene,

Rayon, pearl

Chemicals

Leather

Garments

AccessoriesClothing's

Products

Shirts

Trouser’s

Denims

Suits

T-shirt’s

Ladies wear

Pocket square

Tie

Garments

Shoe

Belt

Wallets

Bags

Cufflinks

Accessories

“My ambitions are anchored in the self belief

that I can dream big in India and make it”.

Peter England

My obsession is with uncompromising

craftsmanship and perfection

Louis Philippe

The world keeps evolving and I am always

sophisticated , trendy and / or distinctive

as different occasions demand.’’

VAN HEUSEN

“My confidence and my attitude is my own Its

my world and its my way of doing things”

Allen Solly

Planet Fashion

“I am aware of what’s happening around

me and I create and make my own

fashion without costing the earth”.

People

Price Range

Pricing strategy

The pricing strategy followed by Madura garments is psychological pricing

psychological pricing is the practice of setting prices slightly lower than rounded numbers, in the belief that customers do not round up these prices, and so will treat them as lower prices than they really are. This practice is based on the belief that customers tend to process a price from the left-most digit to the right, and so will tend to ignore the last few digits of a price

Promotions

Online Advertisements in Social Media

Seasonal Sales with discounts

Dedicated online ecommerce portal tendin.com

Discount Vouchers distributed through sales

Advertisements

Print Media

TV Commercials

Youtube Advertising

Attractive Hoardings

Porters Five Force

Analysis

STP

Brand Positioning

Premium Lifestyle Brand

Style conscious customer

Louis Philippe :

Van Heusen : Premium work wear brand

Focused on innovation

Peter England :Positioned mid-price segment

Working Indians between 20-30 years

Allen SollyPositioned as bold western work wear

Friday Dressing concept

Esprit International lifestyle brand

Provided fresh look and new style

every month

San Frisco : Mid priced fashion wear

SWOT Analysis MFL

Major Competitors

Wear occasion

• Louis Philippe

& Van

heusen

• Zodiac

• Park Avenue

• Arrow

• Blackberry

• Tommy

Hilfiger

• Jacken

Jones

• Zara

• Mango

• Promod

• Calvin Kevin

• Diesel

• Peter England • John Players

• Belmonte

• Genesis-

Basics

• Turtle

• John Miller

• denizen

Major Competitors

Wear occasion Brands Wear occasion Brands

• Allen Solly • Provogue

• Levis

• Wills Lifestyle

• Color Plus

• U.Spolo

• Benetton

• Parx

• Catmoss

• Gini& Johny

• Lilliout

• Espirit • Tommy

Hilfiger

• Jackn Jones

• Zara

• Mango

• Promod

• Calvin Klein

• Diesel

The company increased the presence from 300 to 450 stores

Peter England positioned as ‘an honest shirt’ ,while Allen Solly

with a market share of 14%-15% symbolized a bold &

unconventional work wear.

Madura Garments recorded a 37% increase in its sales.

Targeted the working women’s wear : Age 20-40

Allen Solly also entered the into jeans segmen

Madura garments extended concept of Women’s wear to Van

Heusen and captured 25% of market share

Madura Garments brought international lifestyle brand Esprit to

India & Peter England introduced its sub brand Peter England Elite

Success Line Allen Solly women’s wear bagged the ‘most admired brand-smart

casuals’ at the Images Fashion Awards (IFA).

Success propelled them to extend Allen Solly in to jeans segment (Clean Jeans), a collection of lightweight jeans.

2004: They extended women’s wear to Van Heusen too.

Allen Solly & Van Heusen together captured nearly 25% share of the market.

2005: Madura Garment brought international lifestyle brand Esprit to India.

They continued to explore new avenues:

2007: Peter England introduces sub brand: Peter England Elite, targeted young working customers aged 20-30.

After being successful in both men’s and women’s apparel segment, they decided to enter the untapped kid’s apparel segment.

References

www.abfrl.com

www.madurafnl.com

Madura Fashions Positioning Case Study – Mayank Dixit

Youtube.com

Louis Philippe Positioning Strategy - ppt

Friday Dressing Concept - Wikipedia