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Madame aims at athleisure, lingerie as new categories

Madame aims at athleisure lingerie as new categories 001Bohemian styles, scarf prints, linen, checks, polka dots, newly introduced colors like vegetal green, cobalt blue, mint, rainbow, dominate the S/S 19 collection of Madame. The brand has created 19 modules for the season “With the entire collection comprising 340 styles,” notes Ankit Sood, Head-Fashion Trend Forecasting & Planning. “We have made a lot of co-ordinated sets including long dresses and jumpsuits. These are made in neutral, bright colors like orange, yellow mellow, golden amber in check patterns with contrast stitches,” he adds. The collection also comprises a lot of evening wear with embellishments.

Sood says, “Consumers today prefer scarf prints on textured and linen fabrics. This trend is likely to continue alongwith the increasing demand for polka dots prints, embellishment work, wrap tops, jumpsuits, etc.”

Topline to grow by 25 per cent

He feels, the upcoming season will test entrepreneur’s capabilities toMadame aims at athleisure lingerie as new categories 002 ensure top line along with maintaining bottom line of business. “Our topline will grow by 20-25 per cent with markdowns continuing to be a major threat in all formats,” he adds.

Having an omni-channel presence, the brand believes “the customer must be serviced at any cost.” It currently has over 120 EBOs, over 300 MBOs and four LFS with over 100 points of sale. The brand also has an online presence, “which will contribute to rake in 10-12 per cent of the company’s revenue.”

However, the Sood believes “India lacks the technology and training to leverage the benefits of omni-channel.” Planning to expand operations in South India, Madame now looks to venture into the athleisure and lingerie segments.

 

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