Max Fashion targets urban Gen Zs with actor Alaya F

Landmark Group’s value fashion brand Max Fashion has accelerated its growth plans for India. It has set its eyes on new metropolitan markets while focusing on growing in smaller towns, congruently.

With its roots in Dubai, the brand has signed its first Indian brand ambassador in 18 years of its India operations, signifying the momentum at which it is eyeing to capture the undivided attention of the masses. In April this year, the company introduced ‘Max Urb_N’, a new sub-brand targeted at Gen Z customers—people in the age group of 17 to 24 years.

Sharing the reasons behind the strategic move, Pallavi Pandey, vice president and head of marketing, India, Landmark Group, explains the strategy behind the move. Max Fashion, she informs, is shifting its focus towards the Gen Z audience and has aggressive marketing plans in the pipeline.

“Max Fashion has always focused on building a strong, inclusive brand identity that speaks directly to its diverse customer base. Our broad appeal has allowed us to maintain flexibility in our communication without needing a single representative—ensuring we stayed adaptable to our customers’ evolving needs,” Pandey says.

However, with Max Urb_N, the company recognises the value of collaborating with someone who resonates with the dynamic and trend-conscious generation of Gen Z consumers, she explains.

With Bollywood actress Alaya F as its brand ambassador, Max Fashion hopes to tap the Gen Z audience in tier-1 as well as tier-2 and tier-3 cities. Pandey informs, “Alaya F has been chosen for embodying the bold and confident ethos of our sub-brand. It’s part of a broad approach that includes authentic content, digital-first initiatives, and engaging with our audience through multiple touchpoints.”

By capturing Gen Z’s interest, the company aims to create a long-lasting connection with its new sub-brand. “Gen Z’s engagement and purchasing patterns suggest promising potential for ongoing loyalty, where they get the latest global styles easily as compared to our competitors,” she maintains.

Strategic expansion

In February 2024, the Landmark Group opened its 500^th Max Fashion store in India—the number has reached 515 today. With Max Urb_N’s launch, the Landmark Group has firmed up its digital-first approach. Its recent digital campaign celebrates the fusion of fashion, music, and self-expression. The campaign’s messaging, ‘Our fits stand out. Our closet open and proud’ indicates the brand’s affinity with Gen Z consumers.

With most of its sales occurring in urban areas, Max Fashion is seeking wider coverage of metropolitan markets—the reason, perhaps, why the Landmark Group onboarded an elite fashion fiesta. “With two-thirds of our business coming from metro and tier-1 markets, the partnership with Alaya F aligns perfectly with our strategy to strengthen our presence in these regions and elevate our brand’s appeal among fashion-forward consumers,” Pandey explains.

Commenting on brick-and-mortar retail, she opines that the physical outlets hold significance even in an era dominated by the direct-to-consumer (D2C) model. “Our 515 stores underscore the enduring value of physical retail in India. The diverse consumer preferences and a continued demand for in-store shopping experience emphasise this.”

Max Fashion’s retail expansion marks the coexistence of traditional and modern retail formats. Currently present in 20 Indian cities, the company plans to expand into new metropolitan as well as small city markets to open its brand stores.

As the next step, the company is evaluating global expansion possibilities and simultaneously enhancing the omnichannel shopping experience for its customers. Over the next year, it plans to sustain the current growth momentum by extending its reach in the existing markets and venturing into the new ones, informs Pandey.