Max Fashion’s retail plans include opening 300 stores by end of this fiscal

Max Fashion aims at being India’s first billion dollar fashion brand in the next three years. The fashion retailer is looking to opening 300 new stores in the country by the end of financial year 2019. Globally, Max has over 400 stores across 19 countries. The plan is to achieve a target of 500 stores by 2022. In India, it has more than 250 stores across 100 cities. The family fashion brand has been growing at 32 per cent for the past 10 years. It turns stock so rapidly that, in around six weeks, its store collection changes completely and the aim is to create more than 20,000 new designs a year. The company aims at closing fiscal ’19 at around Rs 3,600 crores in terms of sales. Seventy per cent of campaign spends are allocated to digital with the remaining 30 per cent being spent on above-the-line activities.

Max Fashion, from the Landmark Group, is working a lot on personalisation aspect this year which creates a direct connection between businesses and their consumers to foster a deeper relationship beyond the product and the brand. The game-plan is to establish Max Fashion as a mono brand targeting the entire family. It is looking at creating an emotional high-ground through a TV campaign. The brand is also adopting a culture that is customer-centric by providing a superior customer experience by building through the omni-channel space.

Globally, Max Fashion has over 400 stores across 19 countries. In the last two years, the brand as entered 50 new markets and eyes to enter 20 new markets in fiscal ’20.