Celebrating 10th anniversary at their 135th store in Noida, people’s brand Max Fashion India revealed aggressive plans in online space and designer wear. By Karan Bhardwaj
I have to confess that I’m a Max follower for over five years now. It hasn’t happened till date that I didn’t pick up at least one Max piece while hopping malls to shop. Their clothes are cool, funky, comfortable and very much affordable. So I had all the reasons to attend launch of Max’s 135th store at DLF Mall of India, Noida as the brand marked its 10th anniversary.
This particular store is important as it scripts a new chapter in Max Fashion’s journey. For the first time, they are stocking ‘imported collections’ under special edition of two categories, Fast Fashion and Runway by Max. Fast Fashion has more imported items in collaboration with Max Dubai while Runway by Max has ensemble inspired by Indian runway fashion high on embellishments!
Clothes are, as usual, impressive but this store takes Max to new a level. Technology plays a pivotal role as it provides an interactive experience inside the store with ‘Digital Focal Point’. Taking inspiration from its international stores, the brand has invested in the most expensive and future ready hardware to enhance consumer experience.
The store offers interesting signature pattern walls, open full height entrance and windows with slim columns, suspended Max glowing logo, back lit high point visuals frames highlighting department and look of the season, Large backlit column visuals and directional signage, multi-level modular mannequin fashion cluster, fashion mirrors, 600 mm wall profiling that allows more frontal display to showcase looks and helps in cross merchandising.
Vasanth Kumar, Executive Director, Max Fashion India, said, “Max is a brand synonymous to the growing population of global Indians who are trendy and fashion conscious but at the same time, intelligent shoppers who not only seek value for money but a great shopping experience. With our new store in Noida, we provide a shopping space that is uncluttered and global in nature.”
Mr Kumar also shared future expansion plans with Born of Web. They are going full throttle in online space by curating complete Max range on their website, Landmarkshops.in, January onward. “E-commerce has democratised fashion today. A click gives you millions of options! There are multiple choices and interactive experiences have made it more exciting. Our brick and mortar experience will be complemented by online space,” he said. Max India is looking at opening one store a week for the next three years, launching around 80 store by 2018.
In the last few years, a lot of brands have collaborated with fashion designers to take designer wear to masses. Max too is looking at outside collaboration. “We are open to join hands with designers outside our brand. This will take minimum of six months to make any announcement,” Mr Kumar told Born of Web.
(This editorial piece is a marketing collaboration of Born of Web with Max Fashion)