MADAME's Strategy To Democratize Fashion Bears Fruits; Looking At 35% Surge In Sales During Festive Season

In a resurgent market post the 2-year Covid-induced lull, leading western fashion brand MADAME is looking at a 30 to 35% surge in sales during the upcoming festive season riding on the back of its strategy to democratize fashion in India by taking it Tier 2 and Tier 3 cities. In the last 12 months alone, MADAME has opened more than 20 stores in Tier 2 cities to enable customers in these smaller towns to access clothing of their choice in the shortest time possible.

“Today our biggest growth markets are Tier 2 and Tier 3 cities as the aspirations of the customers in these cities is no different from those in the larger cities”, says MADAME’s Executive Director Akhil Duggar Jain.  To cater to the rising fashion-consciousness in smaller cities like Guwahati, MADAME has introduced a new range that will be delivered through a dedicated distribution channel in the Eastern region.

MADAME has activated plans to invigorate customer demand with a range of discounts and innovative offers across categories while simultaneously strengthening the backend with increased inventory and efficient logistics. The company is already witnessing an upswing in order frequency of twice and thrice weekly in the run-up to the Durga Puja season in the eastern region of India.

In keeping with their brand philosophy of taking fashion to every corner of India, MADAME’s apparel is available through multiple channels - online through the brand’s official digital portal Glamly.com and other popular e-commerce websites like Myntra, Amazon and others. In the brick-and-mortar space, MADAME is available at over 150 storefronts and another 700+ retail touchpoints across the country.

MADAME’s brand philosophy to inspire young women to express their individuality and spirit through accessible fashion. At MADAME, personal expression through fashion is not just about clothing, but about giving confidence to young women in India. In keeping with this vision, MADAME is positioned as a value-fashion business in the minds of loyal customers. MADAME’s fashion keeps up with the latest trends but is also easy on the pocket.  Thanks to this clear focus, MADAME’s marketing campaigns like “Season to Shine” led by brand ambassador Tara Sutaria has received a lot of customer engagement and interest.

MADAME is a well-known name among western fashion lovers in India who look for an affordable and trustworthy western fashion brand. MADAME was created in 1993 to meet the fashion needs of progressive and modern Indian women. It has a strong client base and provides high-quality, reasonably priced clothing for Indian customers. Having started its first store in 2002, MADAME achieved a turnover of over Rs 270 crores in FY 2021-22.

About MADAME:

Madame is a retail fashion brand, launched in 1993 a wide catering range of apparel, handbags, footwear & accessories for women. Founded by CL Duggar Jain, the brand provides fast fashion in-trend merchandise, casualwear, and partywear. Madame is known for its vast variety, latest styles, and fast turnaround with new collections up to seven times a year.

In-Line with its global image, currently, Madame has 150+ exclusive stores in metros, Tier I & Tier-II cities. Ever since the takeoff of its first-ever store in 2002, the brand has briskly grown across India and has 150+ exclusive brand outlets across the country and is available in 500+ Multi-Brand Outlets (MBOs) and Large Format Stores. The brand is vented through online markets including Myntra, Ajio, Flipkart, and Amazon, and its own online store, Glamly.com.

Madame recently collaborated with Warner Bros to launch a Wonder Woman-inspired collection with a clothing line curated to be as powerful and confident as the iconic DC Super-Hero, launched along with the popular movie in December 2020.