Value fashion brand Max Fashion is looking to garner ₹2,400 crore in revenue in fiscal year 2017, up from ₹1,800 crore last fiscal. Max Fashion, which is part of the Dubai-based Landmark Group, has a retail footprint of 150 stores in 60 cities across the country and plans to add 40 new stores by March next.

The company, which receives 1 per cent of its revenue from online sales, is also gearing up to pilot its omnichannel retail initiative this October in Bengaluru. “We will add 40 new Max stores of an average size of 10,000 – 12,000 sq ft at a total investment of ₹100 crore and are targeting a 35 per cent year-on-year growth in revenue of ₹2,400 crore by March next,” Vasanth Kumar, Executive Director, Max Fashion, told BusinessLine . “Omnichannel retail is the way forward for retailers and we are piloting it in Bengaluru with in-store kiosks at Max stores where customers can order styles and sizes that are not available at the stores. Customers can pick up their orders at the store nearest to them or have it home-delivered. This will address the problem of non-availability of popular sizes and stocking, as all stocks are not available at all stores,” added Kumar.

Elite Model

To develop a deeper fashion connect with youth in the age profile of 16-22 years, Max Fashion launched the third edition of MAX Elite Model Look 2016 on Thursday, a modelling contest that offers young girls and boys a chance to go global and follow in the footsteps of top models like Cindy Crawford and Stephanie Seymour. Max Fashion has allocated a ₹40-crore marketing outlay for the five-year association (2014-2018) with Elite Model Look.

“Modelling in India is seldom taken seriously as a profession. Max has collaborated with Elite Model Look to provide a streamlined career path for aspiring models who will be groomed and mentored by the best fashion professionals in the business,” said Kumar. A team of jury members, including Marc J Robinson, a prominent name in the Indian modelling industry and license holder of Elite Model Look India, will be touring six cities — Hyderabad, Chennai, Bengaluru, Chandigarh, Delhi and Mumbai. The final contest will be held in October.

Max has introduced ‘Runway by Max,’ a selection of trendy fashions for the contemporary modern customer, at higher price points ranging from ₹800 to ₹1,200, compared to the rest of the selection priced from ₹200 to ₹800. Currently, 8 per cent of the company’s revenue comes from Runway by Max and its limited edition selections.

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