Louis Philippe set for a fragrant foray

Louis Philippe set for a fragrant foray - Transcript

Louis Philippe set for a fragrant foray HYPERLINK http www google co in search hl en lr q site www blonnet com louis philippe madura More results from www blonnet com
Boby Kurian
Bangalore March 26
THE premium apparel brand from the stable of Madura Garments Louis Philippe is likely to expand its portfolio into the fragrance business in the near future
The brand which is the largest premium shirt and trouser brand in value and volume is targeting a turnover in excess of Rs 200 crore by the year 2007 08 the company officials said
A top company official said Madura Garments was in the midst of a project that examines the possibility of foraying into perfumes We are looking at it seriously and may begin by extending Louis Philippe the official added Madura Garments has talked about making its three fashion brands Louis Philippe Van Heusen and Allen Solly into lifestyle wardrobe offerings As we look at perfumes we are essentially doing what brands like Hugo Boss and Park Avenue has done the source added It is learnt that the company could look at tapping the fragrance market at the mid priced segment through the extension of Peter England but there was no confirmation in this regard
Meanwhile Louis Philippe currently with a trade turnover in excess of Rs 100 crore has rejigged its price band in recent times and now straddles between Rs 999 to Rs 4 000 We offer the best merchandise that is available globally at any given time Mr Shoaib Farooqui Vice President Sales Madura Garments said
The brand has about 17 exclusive stores across the country and could ramp it up to 25 in the next two to three years The brand has placed a lot of emphasis on visual merchandising in these flagships stores which are being perceived as image drivers the company official added
Louis Philippe s suit business priced between Rs 7 000 and Rs 21 000 accounts for nearly 12 per cent of the overall brand turnover The company expects it to settle down at 16 to 17 per cent of the turnover in the near future
Contract bags Madura s Louis Philippe ad account
Boby Kurian
BANGALORE Feb 10
CONTRACT Advertising has bagged the creative account of premium menswear apparel Louis Philippe owned by Madura Garments It is learnt that Contract pipped Rediffusion in the final race to take charge of the account which was managed by O M for the last four years
In another development the creative account of Levi s and Dockers in India has moved to J Walter Thompson Sources said JWT edged out FCB to bag the account which was previously handled by McCann Erickson
Louis Philippe is one among the three Madura brands others are Van Heusen and Peter England with annual retail revenues over Rs 100 crore Last year the brand made an active foray into the suits and blazers segment which may help it dislodge Park Avenue as the biggest apparel brand in the domestic market in terms of retail sales McCann Erickson Delhi handles media buying for the brand
It is learnt that the contest for Louis Philippe account saw 22 pitches with O M making a bid to retain it This followed the company s decision to call for presentations from interested agencies Madura Garments the company officials said decided to rope in a new agency to infuse a fresh approach and thought into the brand building strategy
Louis Philippe is the second brand from Madura Garments to change its creative agency in recent months Last year Mudra lost the San Frisco account which went to Fisheye This coincided with San Frisco s makeover as a denim brand
Meanwhile the race for the Levi s and Dockers account was hotly contested with prominent agencies including Contract and Rediffusion vying for it The annual ad spend of Levi s and Dockers is estimated at around Rs 5 crore sources said
Madura Garments to revamp Planet Fashion Trouser Town
K Giriprakash
Swetha Kannan
What the plans entail
Trouser Town to stand for the category it stands for trousers
Planet Fashion stores will be bigger have better display of merchandise
The company mulls entering kidswear segment through Allen Solly
Bangalore July 20
Madura Garments retail chains Planet Fashion and Trouser Town will see a major overhaul soon with the company set to invest between Rs 150 crore and Rs 170 crore into expanding its manufacturing capacities and retail business
The garment maker will also introduce its range of suits tailored in Italy The made in Italy suit under the Louis Philippe brand will cost as much as Rs 45 000
Madura Garments is also planning a slew of brand extensions for Van Heusen Allen Solly and Peter England
We expect to sustain the 25 30 per cent growth rate during the next few years Mr Vikram Rao Director Aditya Birla Nuvo Ltd Madura Garments is a division of Aditya Birla Nuvo told Business Line During 2005 06 Madura Garments turnover was around Rs 530 crore posting a growth of between 25 per cent and 30 per cent
Separate team set up
Mr Rao said a separate team has been set up to overhaul its Trouser Town retail chain We will be reauditing Trouser Town we will stick to the category it stands for i e trousers he said
The Planet Fashion stores will be bigger there will be better display of merchandise and the retail chain will be extended to towns as well The made in Italy range of suits has been designed by Italians as well as tailored in Italy We are giving a value proposition in terms of style and fit Louis Philippe as a brand has a connect which we want to build upon said Mr Rao These suits will be sold in all Louis Philippe stores
Sub brand
Madura Garments is also planning to introduce a sub brand V V Dot under the Van Heusen label This brand with its range of party and casual wear shirts in the price range of Rs 1 500 3 000 will be marketed under the fashion forward category
The company is studying the possibility of entering the kidswear segment through the Allen Solly brand and launching a premium range of Peter England shirts which are currently positioned in the economy segment
Mr Rao said that the export arm of the company was expected to double its revenues during the next year During 2005 06 its revenues were around Rs 95 crore It has also recently set up a new factory at a cost of Rs 50 crore