Bespoke experience from Madura

In a bid to woo customers Madura Garments is now offering bespoke experience.Customers

are guaranteed extremely personalized service at their brand stores. A customer walking into an Allen Solly store will see a sign stating ‘Two days, three nights is all it takes to get the product of your size delivered home’.  The promise is to source an item of the brand in a particular style, color or size from its network of retail outlets all over India and deliver the item at the customer’s doorstep, free of cost. And this guarantee works for other Madura Garment brands as well such as Louis Philippe and Van Heusen. As Mickey Granot, CEO, SRI Global Group Consulting explains: “For any customer, a shirt is a shirt is a shirt. The difference is in the store.” Granot’s firm from Israel is helping the apparel retailer experience a ‘significant’ jump in sales and profitability by taking that little extra step in enhancing customer experience.

The lifecycle of a fashion product is small with a season typically lasting up to four months. However, the time it takes to get to the market is almost 12 months. The tricky part is the retailer has no clue whether it will do well and how many pieces will be sold. Granot feels the reality is products don’t sell the same everywhere. This works on a simple business rationale – if a product does well in one market and runs out of stock, additional customers are lost. The same product may flounder in another market and later may be put on discounted sale. Transferring the dud product of one market to a market where it is a star makes business sense, aided by a simple all India network of inventory control. That’s the logic that SRI has applied for Madura Garments.