There goes another brand, this one out of the stable of the AV Birla Group-led Madura Garments (MG). SF Jeans, the not so cool baby from this garment major came under the axe and
quite simply lost its head. Relying on muscle is one thing, but understanding and purging the chink in the armour is, to put it mildly, vital, and this has been achieved by the company.
MG seems inclined to focus on its power brands–Louis Philippe, Van Heusen, Allen Solly and Peter England– that exhibit tremendous potential to scale up. The company did not find its niche in the casual wear segment until 2003 (when it launched SF Jeans), a tad late considering that competition like Levis, Lee and Wrangler were already well on the scene. Focused on tapping the mid-price segment, like most ambitious stories, this one too fell flat. SF raked in a mere Rs.20 crore as revenues.
The raison d’être behind the move to drop an under-performer seems both logical and in tune with the strategy of the company to reposition itself from a ‘closet’ brand to a ‘lifestyle’ brand. The resources that backed SF Jeans will now be redirected towards strengthening other brands under the Madura umbrella. Extra moolah and a more uniform product profile – looks like Madura Garments has finally managed to drive its denim ‘blues’ away.
quite simply lost its head. Relying on muscle is one thing, but understanding and purging the chink in the armour is, to put it mildly, vital, and this has been achieved by the company.MG seems inclined to focus on its power brands–Louis Philippe, Van Heusen, Allen Solly and Peter England– that exhibit tremendous potential to scale up. The company did not find its niche in the casual wear segment until 2003 (when it launched SF Jeans), a tad late considering that competition like Levis, Lee and Wrangler were already well on the scene. Focused on tapping the mid-price segment, like most ambitious stories, this one too fell flat. SF raked in a mere Rs.20 crore as revenues.
The raison d’être behind the move to drop an under-performer seems both logical and in tune with the strategy of the company to reposition itself from a ‘closet’ brand to a ‘lifestyle’ brand. The resources that backed SF Jeans will now be redirected towards strengthening other brands under the Madura umbrella. Extra moolah and a more uniform product profile – looks like Madura Garments has finally managed to drive its denim ‘blues’ away.
For complete IIPM article click here
Source:- IIPM Editorial, 2006
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