After experiencing a brief setback owing to ongoing political instability, the supply chain for Landmark Group lifestyle brand Max Fashion has been restored in Bangladesh, according to Pallavi Pandey, Head of Marketing. According to Pandey, Max Fashion India experienced significant sourcing disruptions at the start of the crisis in August, but things have stabilized during the last week.
“There was a slowdown which was happening in terms of the sourcing in the deliveries, but everything got cured last week,” Pandey said.
Further, she revealed that the apparel-to-accessories conglomerate is eyeing to deeply penetrate other territories such as Vietnam and India to strengthen its supply chains. “For the future, we all have to find the right space where it balances out, like Vietnam and even India as we have a good base in Tirupur and other places too”.
To further boost its appeal to Generation Z, Max Fashion’s youthful Max Urban brand has partnered with Bollywood star Alaya F. In April of this year, Urban was introduced. “Max Fashion, a global fashion brand based in Dubai, has so far concentrated on its target market, which includes families and children. However, since this age group is tech-savvy and has a lot of exposure to global styles and fashion, we chose to connect with them this year,” Pandey stated.
Pallavi also stated that Max Fashion is not looking to enter into any premium segment because our proposition is fashion at great value.
In regards to artificial intelligence, Pandey stated that “the apparel company has a great deal of analytics and learning built into the new technology. It’s too early to adapt too many things in terms of our large settled business across 20+ countries. To understand client preferences and purchasing patterns, we are utilizing AI in our CRM and loyalty programs.”
