Max: On a mission to make everyday fashionable

Max, the value fashion retail chain store from Dubai-based Landmark Group, is adding verve and color to the oncoming spring season with its new ‘Spring Collection 2010’. The offering exudes a dash of fun and style with refreshing colors and patterns.

The brand whose mission is to ‘Democratize Fashion’ for the middle class , has come up with a range of beautiful tones of pink, coral, jewel and rich purple to match the colors of the vibrant season.

The men’s wear collection boasts of uber cool graphics, crisp yarn dyes and smart formals. The women's wear range consists of exclusive funky silhouettes and exotic prints in flattering shapes. Little boys can plug in some fun and adventure with interesting graphic prints, cool detailing of cars, badges and animated characters. Not to be left behind, little girls can glam up with floral prints and delightful pets and imaginary fairies.

As a brand Max offers a complete range of international fashion from western to ethnic in the menswear, women’s wear and children’s category. As Vasanth Kumar, Executive Director, Max avers, “Max is the leader in value fashion segment in the Middle East with around 120 stores across 11 countries. We realize that value fashion is a very important segment in the Indian apparel market. Max with its unique product and price point along with the first mover’s advantage has been able to capture a sizable chunk of this segment and establish itself as a leading player.” Perhaps what gives them the edge is that the product mix though elaborate, is tweaked for local sensibilities. For example, in certain Tier II cities like Baroda, they found the ethnic section appeals more to the local woman customer’s vis-à-vis the western wear section. Therefore, there is a conscious attempt to offer a larger selection of designs in this segment.

Max is present in 32 stores across 16 cities in India, including Ghaziabad, Chennai, Indore, Raipur, Baroda, Ahmedabad, Kolkata, Vishakhapatnam, Bangalore, Delhi, Agra, Hyderabad, Lucknow, Calicut, Mumbai and Nanded. Kumar says “Each store clocks in a business of around Rs 12 crores and we plan to have around 60 stores by March 2011.” By 2012 the target is to have 85 stores across 40 cities. That’s not all the brand is also looking to enter new categories like inner wear and lingerie, “We would be focusing on them this year. Moreover, categories such as sleepwear are also growing,” says Kumar.

The brand whose vision is to ‘Make everyday fashionable’ is celebrating its fifth anniversary in India. And Kumar says, “Max will continue to delight customers with its international quality and designs making these offerings at prices that suit every pocket. We also plan to expand our presence and reach out to more customers by opening stores in Tier-II cities thereby revolutionizing the fashion scenario in these cities.”