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Max opens its 131st store in India at Noida's Mall of India

Vjmedia Works | December 21, 2015

Max, the value fashion brand under the Landmark Group, opened its 131st store at Mall of India in Noida. The brand calls the new store as the most ambitious store so far with a series of digital innovations.

The value fashion brand Max, under the Landmark Group, has opened its 131st store at India's most talked about mall, Mall of India at Noida. The 9625 sq ft store is one of the early outlets that opened in the mall amongst 350 brands' outlets that are slated to open in the mall by January.

Ramanathan Hariharan, Group Director and Board Member, Landmark Group, said, "Max completes 10 years in India. The plan now is to take the brand to the next level in a challenging retail atmosphere. Yet we will continue to be value fashion retail in the country by expanding our store folio which is currently 131 across 50 cities.”

On the store design, technology plays a pivotal role with its interactive Digital Focal Point at the middle of the store. Taking inspiration from its international stores, the brand has invested in future-ready hardware to enhance customer experience. The store offers signature pattern walls, open full-light entrance and windows with slim columns, suspended glowing logo of the brand, backlit high point visual frames highlighting department and look-of-the-season, large backlit column visuals and directional signages. Multi-level modular mannequin fashion cluster, fashion mirrors, 600mm wall profiling that allows more frontal display to showcase looks, which help in cross merchandising have been used.

Talking on design and VM of the store, Harshendra Maheshwari, Head, Visual Merchandising, Max, commented, "The main idea is to offer international standard of store design and shopping experience through seamless flow between sub departments and integrate the trust in Max as a fashion partner. The store demanded a space that was uncluttered and so the design outcome is very global in nature. VM plays a huge role in establishing the fashion-connect in terms of lifestyle imagery through looks presented in the walls.”

After a successful journey for 10 years, Max unveils its most fashionable store in India. "As retail in India matures, it is important to critically look at various propositions from the design point of view. We felt the requirement of rebooting for the next phase. Evolution in customer behaviour and also expectation from Max has driven this change,” Harshendra said.

He added that store experience begins much before the customer enters the store and so they created lasting impression on customer's mind via
new age elements of store design & visual merchandising strategy. "We have worked on an inviting storefront and stylish interiors keeping in mind the likes and interest of the customer profiles visiting the store.”

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