The Hindu Business Line : Madura Garments brand portfolio in overhaul

Aditya Birla Group's Madura Garments is making a slew of changes in its brand portfolio to push its share in the market. The garment maker is repositioning one of its brands, setting up more retail outlets and launching a new women's range as part of its brand extension strategy.

Madura Garments, retailers of the Peter England, Allen Solly, Van Heusen and Louis Phillippe brands, is looking to increase its retail presence from around 300 stores to 450 in three years. According to Mr Hemchandra Javeri, President, Madura Garments, talks are on at an "early stage" with mall developers to block space for its retail expansion plans.

Women's wear

The company also hopes to launch its women's "corporate" wear collection under the Van Heusen brand soon. Also on the cards is a revamp of its Trouser Town stores beginning with Chennai.

Over the years the company has consciously shifted its brand imagery by "strengthening and contemporising its product line, yet retaining core values," says Mr Javeri. It has also worked on "delivering a brand promise and identity that is unique to each of its four core brands." Take for instance, Peter England - positioned as an affordable, "value-for-money" brand. Its recent campaigns reflect a shift from being "sober conservative" to being "a more contemporary and a with-it brand," without changing its core image as an "honest shirt," says Mr Javeri.

Madura Garments also has been investing considerably on providing consumers "an international quality retail experience" by improving appearance and product display at its showrooms and increasing store size.

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