Women’s fashion brand Madame is updating its sequenced stores in India. The brand’s joint venture with the Spanish unisex brand Camla Barcelona involves importing their products in men’s and women’s wear category. “We also set up their stores,” says Akhil. “We are their custodians in India and will create production for them gradually. The brand has about 22 to 23 stores in Spain. We have already set up 12 stores each measuring 3,000 sq. ft.”
Eyeing young consumers
The products from this JV are 20 per cent cheaper than Madame. “It offers clothes for customers in the age 15 to 21 years, whereas Madame offers clothes for customers 18 to 40 years now. We recently launched a 450 sq ft store in Jalandhar,” says Akhil.
With time, Madame has become sophisticated. “We have matured with our customers. An opportunity to explore the untouched category of women’s wear led us to form this JV,” he adds. The current Average Selling Price (ASP) of the clothes in this JV is Rs 1, 100 to Rs 1,200. The entire product portfolio is similar to Madame and will eventually evolve.
Working across all retail formats
Madame uses all verticals, EBO’s, shop-in-shops, large formats stores, etc. to distribute our products.
Madame is the only western women’s wear brand in India to have 120 stores. “Our stores are between 550 to 5,500 sq. ft. The West zone has about 18 stores. Mumbai has eight stores, out of which three are in the airport. In all, we have 600 points of sales including MBO’s and EBO’s and LFS,” Akhil informs.
He feels the market at this moment is a bit complex especially with the onslaught of discounting policy which is taking a toll on everyone. “Around 85 per cent of our manufacturing is outsourced. However, the logistics system in our country is challenging to tackle this, we have set up a studio in Gurgoan that creates particular categories for the brand.”
The Mumbai advantage
The brand has three manufacturing units in Ludhiana and launches one store a month. In all, it has a strong presence in around 150 stores in Mumbai. Speaking about this, Akhil says, “How big an avenue you have in Mumbai is immaterial but this is one market that you cannot ignore. Mumbai has a different essence to everything especially women’s western wear. Nearly 60 per cent of our business in the Western and Southern India is generated through our winter collection,” notes Akhil
Madame also has own stores in the Middle East, Nepal , Bhutan, Australia and New Zealand and are exporting for shop in shop concepts. “We are looking for some good partners in Southeast Asia”.
Talking about its fusionwear brand Aritzia , “Till now, the brand was marketed through franchise stores but now we are setting up stores, at present, we have only one EBO for Aritzia,” notes Akhil. These stores will be either in shop-shop or large store formats, located in Tier II towns across North India. The garments will be sold at around Rs 2,600 to Rs 2,700,” he sums up.