Madura F&L

Sanoob 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
 2007 - Textiles & Birlas to merge
1988 - Madura 1997 - Apparel’ Business Madura
Garments was Launche 2001-02 Director’s Office Garments into
established as 1990 - d Peter Acquired by formed towards Pantaloons
Apparel Division Launched England Aditya Birla consolidating the Fashion
of Madura Coats Van Heusen – Value Group in from domestic ‘T& A And form Aditya
Limited in – the power for Madura Coats business ( MG,JST & Birla Fashion and
Bangalore of Dressing Money vyella pic GBTL ) of ABG Retail Ltd

1988 2016

1989 - 1993 - 2001 - 2005 - 2007-08 2010 - MG re

Launched Louis Launched Launche Launch Launche christened as
Philippe – the Allen Solly – d Planet ed d PEOPLE “Madura
first National Unconventio Fashion ESPRIT Fashion &
Apparel Brand nal , Friday Lifestyle”
in India Dressing
 Parent Company

Madura Fashion and Lifestyle

Brands
Louis Peter Planet Van The
Allen solly People
Philippe England fashion Heusen collective
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

Garments Cotton

Terylene,
Rayon, pearl
Clothing's Accessories
Chemicals

Leather
Products
Garments Accessories
Shirts
Shoe
Trouser’s
Denims Belt

Suits Wallets
T-shirt’s Bags
Ladies wear Cufflinks
Pocket square
Tie
 Peter England
“My ambitions are anchored in the self belief
that I can dream big in India and make it”.
 Louis Philippe
My obsession is with uncompromising
craftsmanship and perfection
VAN HEUSEN

The world keeps evolving and I am always

sophisticated , trendy and / or distinctive
as different occasions demand.’’
Allen Solly

“My confidence and my attitude is my own Its

my world and its my way of doing things”
Planet Fashion
People

“I am aware of what’s happening around

me and I create and make my own
fashion without costing the earth”.
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
Louis Philippe :
Style conscious customer

Premium work wear brand

Van Heusen :
Focused on innovation

Positioned mid-price segment

Peter England :
Working Indians between 20-30 years
 Positioned as bold western work wear
Allen Solly
Friday Dressing concept

International lifestyle brand

Esprit
Provided fresh look and new style
every month

San Frisco : Mid priced fashion wear

SWOT Analysis MFL
Major Competitors

Wear occasion

• Louis Philippe • Zodiac • Peter England • John Players

& Van • Park Avenue • Belmonte
heusen • Arrow • Genesis-
• Blackberry Basics
• Tommy • Turtle
Hilfiger • John Miller
• Jacken • denizen
Jones
• Zara
• Mango
• Promod
• Calvin Kevin
• Diesel
Major Competitors

Wear occasion Brands Wear occasion Brands

• Allen Solly • Provogue • Espirit • Tommy

• Levis Hilfiger
• Wills Lifestyle • Jackn Jones
• Color Plus • Zara
• U.Spolo • Mango
• Benetton • Promod
• Parx • Calvin Klein
• Catmoss • Diesel
• Gini& Johny
• Lilliout
 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