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 mens 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

1997 Launche
d Peter
England
Value
for
Money

2001-02
Acquired by
Aditya Birla
Group in from
Madura Coats
vyella pic

2007 - Textiles &

Apparel Business
Directors Office
formed towards
consolidating the
domestic T& A
business ( MG,JST &
GBTL ) of ABG

1988
1989 Launched Louis
Philippe the
first National
Apparel Brand
in India

Birlas to merge
Madura
Garments into
Pantaloons
Fashion
And form Aditya
Birla Fashion and
Retail Ltd

2016
1993 Launched
Allen Solly
Unconventio
nal , Friday
Dressing

2001 Launche
d Planet
Fashion

2005 Launch
ed
ESPRIT

2007-08
Launche
d PEOPLE

2010 - MG re
christened as
Madura
Fashion &
Lifestyle

Parent Company
Madura Fashion and Lifestyle

Brands
Louis
Philippe

Peter
England

Planet
fashion

Allen solly

Van
Heusen

People

The
collective

Values
Madura Fashion & Lifestyles vision is to
passionately satisfy the Indian consumers 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 mens 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

Clothing's

Accessories

Cotton
Terylene,
Rayon, pearl
Chemicals
Leather

Products
Garments

Accessories

Shirts
Trousers

Shoe

Denims

Belt

Suits

Wallets

T-shirts

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 whats 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

Van Heusen :

Premium work wear brand

Focused on innovation

Peter England :

Positioned mid-price segment

Working Indians between 20-30 years

Allen Solly

Positioned 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
GenesisBasics
Turtle
John Miller
denizen

Major Competitors
Wear occasion

Brands

Allen Solly

Provogue
Levis
Wills Lifestyle
Color Plus
U.Spolo
Benetton
Parx
Catmoss
Gini& Johny
Lilliout

Wear occasion

Brands

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 womens wear : Age 20-40
Allen Solly also entered the into jeans segmen
Madura garments extended concept of Womens 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 womens 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 womens 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 mens and womens apparel
segment, they decided to enter the untapped kids 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