Professional Documents
Culture Documents
Max, the largest value fashion retailer in the Middle East offers fashion clothing, footwear, accessories and
household products at amazing value, all under one roof.
Launched in UAE in May 2004, Max is today the largest value fashion retail chain in the Middle East. Max caters
to the mid market section of the population. With 114 stores across UAE, KSA, Jordan, Kuwait, Bahrain, Qatar,
Oman, Turkey, Egypt, Yemen & India, MAX plans to expand its network in more potential markets within the
Middle East & beyond. With stores that typically measures between 18,000 to 30,000 sq. ft., Max retails private
label clothing for men, women and children as well as footwear and home. A good shopping experience with
fashionable products at great value is an assurance that translates into making customers "Look good, Feel
good" with Max.
i
Oc Origin - UAE
Oc Stores - 114
Oc etail Space-
2.15 million sq. ft.
1.c Agra-1
2.c Ahemadabad-1
3.c Bangalore-4
4.c Calicut-1
5.c NC -3
6.c Hyderabad-2
7.c Indore-1
8.c Lucknow-1
9.c Mumbai-4
Vision
To create a truly global brand that provides growth oppurtunites for the company and its employees whilist
achieving its goals of brcoming the number one fashion retailer across middle east and india.
At MAX we strive to bring you the most dynamic offer of value fashion and merchandising, designed
inhouse and manufactured in house to stringent quality standards. While our fashion collection reflects the
latest international trends , we also believe in offering our customers a great variety to choose from and a
holistic shopping experience . Our merchandising is regularly updated to ensure that we always delight our
customers with fresh and new offering adding vibrancy to the store. Our sales advisors and visual
merchandising team ensures that every MAX store represents the spirit of our brand promise ¶Look Good
Feel Good·.
Customer Service:
Items are returnable:
Oc With sales recipt within 14 days
Oc Bar code is still on
Oc In a condition deemed fit for resale
Alterations
Oc Free clothing alteration for all clothes at all stores.
CS
Oc Go green shopping bags ² Jute -100% bio degradable, recyclable and 100 % eco friendly.
Oc
cc c
c
ccccc cc
c c c c c
c
c
c c c
c
c
c cc ccc
c
c
cc
c
c ccc! c cc cc
c
c
"c#$$c cc c
c%$&&c' c(@
@(cc c')*
c
c"c&+
cc c ccc c cc c cc"c&,,cc"c-,,cc
c
cc c.
c
c
cc c
c c%/
ccccc
0c!c
cc
cc c cc c! c
c
c c
c
c c
cc
ccccc%c
c1cc(0
c
cccc c
c c c
cc
(cc2c3
c4c cc
c
5c
cc c c
c
c
c cc
ccccc c c c
0
cc
ccccc6
7c
ccc
c
cccc!c.
c c c c cc%$
$$$c1ccc c
cc
8cccc cc c
+c8c9cc
c
(*cccccccccccc
cc
@
c
@
@
!
"
#$
"
%!$
c4c c
c c
c
c c cc
c!0cc!0)c c
@&
@
'
(
@
)
*@
(@
)
+
(
)
!$$
@
#,
-"
#$
"
$$$
:9c$cc ccc cc c c"c&,,cc"c-,,c
@
@
°
! "
1°
,
" °
,3
4°"2"
,
, °
$
°
° ccc
c
c c c
cc ccc c ccc
cc ccccc
cc ccc
c!c c
"°#c$ c
Oc Stores - 5
Oc etail Space-
253,000 sq. ft.
Max Retail offers apparel for the complete family ± women, men
and children ± besides footwear, accessories and home
furnishings. The merchandise is fashionable & competitively
priced in the range of Rs. 99 to Rs. 599, making it quite
affordable. The store ambience offers global shopping experience
with imported fixtures and customer friendly layouts.
MAX has
u
in the India thereby
offering the value conscious customer a choice of variety without compromising on the
quality. It offers merchandise which is fashionable & predominantly priced in the range of
Rs. 199 to Rs. 599, making it quite affordable. Max
u both from
India as well as overseas thereby offering contemporary styles inspired by the latest fashion
trends across the globe.
Vasanth has an illustrious marketing career spanning 20 years, his rich and diverse career
includes-Marketing, Sales and Retail Management in the Apparel, FMCG and Consumer
Durable industries in India. He has also been a
!
u in the Value segment during his stint with
MAX.
In a tête-ê -tête with Sourcing Business Unit of fibre2fashion, he illustrates the Sourcing &
Allied functions of MAX.
"
# $ With a sole aim of Value Fashion for everyone, MAX has grown to around
100 stores all across Middle East, Turkey, Egypt & India. We congratulate you on your
success. What has been your success recipe for merchandise mix exhibited at your stores?
%
$Our focus has been association with contemporary young families &
youth being our primary target, we look at serving customers within the age group of 18-35.
We have all major categories to offer our customers including- Men¶s Wear, Women¶s
Western Wear, Ethnic Wear, Kid¶s Wear, Accessories & Footwear.
"
# $ How is the global cotton situation affecting buying this season? How has
MAX altered its strategy not to allow shrinkage in product basket?
%
$The cotton price is indeed impacting our sourcing of products. Being
leading value fashion player in India, it is imperative that the customer interests are
protected during these times. Thankfully Max India is expanding well, with over 60 stores
by Summer µ11. This has helped in cushioning this impact through both product
development as well as increased volume purchase (100% increase over last year) so that the
impact to the customer is marginal.
"
# $ MAX Stores are as huge as 30,000 square feet. How does MAX plan
Accessory category for capturing the customer? What are basic criteria for zeroing on
Accessories Suppliers?
%
$Accessories as a category should coordinate with the styles & fashion
available in the other apparel categories to complement the whole style statement of the
customer. We source through global suppliers who already deal with International Fashion.
Also Styles relevant to the Indian market are included, along with MAX across 11 countries
including India. These vendors are aware of international trends & will be able to translate
the design inputs given by us.
"
# $ Customer service gaffes, if not nightmares in the modern retail scenario.
Why do so many of our associates seem clueless about their products or customer service?
How does MAX deal with such ordeals?
%
$As a process, new employees are inducted within 15 days from on-
boarding across group companies (Lifestyle & MAX) through rigorous OJT (On the Job
Training) process the MGD (Meet, Greet, Direct the customer) concept is driven across
lines. Career progression process is being initiated for deployment of P S P concept( People
Service Profits)
c
cc
c
þ ccc
c
c
c
c
c
cc
c
c
c
c
ccc
c
cc c!
cc
c
cc "#c!
c!$c"#c%
c
c&ccccc
c!c
cc
c!c
cc
'c
cccc
#cþ c
c(!
$c
c
c
ccc
c( c
c
c
(c
!
$c
c
!
c
cc
c
cc
cc
c
c#"cc
#cc
$c
c)* +ccccc
c
c
c
c
c
(c
c
c
#cc
c
c
cc
c* c
ccc!$c "cc
c
c cc #,c!
c!$c"#cþ ccc
c
c'c
cc
c
cc
c
c
c
c
c
#c
c
c
c
cc
cc,#-.c!
ccc
c
(c
c
c)/þ0+c
cc
cc
#-c!
#cþ c
cc
c
c!c
c
c
c
c!
ccc
c
ccc cc.#-c
!
c!$c"ccc
c--# cc
#c
0 cccc
c
c
c
c
c,cc
c
c
c
ccccc!$c"c
c c
c
c
c1
cc&
c
c!c
c
c,cc
#c*
cc
c
cc
c"cc
c!$cc
c
2#cc
ccc(c
c"cc
#cc
c&c
c
cc
c
c
cc
c
c
c!$c
0 #c3
cc
c
c1
c c
c#,cc
cccc&
c
cc
c"#cc
c!$c"#c
(c
c
c"
c
cc(c$cc c!c1cc
c
c
(c
c
c
c(
c
cc
c1
c!$c
c!c
!c
c
cc4cþc5$cc
c-
cc*
!c
c
6(
c&c)* 6+c,#ccc
c
ccc
cc* 6cc
c7
c
c
#c
'c
c1
cc&
c
c!c
c!
cc"c!
c
c cc
c
cc
c
c
cc
c
c
$cccc#c
c
c
c
c
c$8c
cc c!
ccc
ccc
c
c
c
c
c
cc
cccc c
$c
c(
cc
c!c
c
c#c
c
c
c
c
cc
cc!$c
c ,c
c
c%
c
c&
c
c
cc
c c
c
cc
c&
c
c$cc1c9ccc
cc
c
c
c
cc
c&
cc$#c
:
! c
cc
c
c
c
c
c1
c!$c
c
(
(c
c
#c'c
c
c
)
c!$c4
$cc*
+cc
c
c)
c!$c5c 7c*
+c$cc
c&#c
4
c
cc5$c9c0
$c
c
c'þ c*
cc;<c/c
c0
c
c4cc'c
c
cccc&
c
cc
c cc
c
c
c
c1
cc-c
c"cc-cc
c
c
c
c
c1
cc
cc" c!
c!$c #c
3
c
c
cc
c
c'c/c
c1
c'c! c!$c5
c31ccc$cc
cc
c c
cc
c)c
+c
c
ccc!c$cc!c
c
c
c)=0 +c
c5
1
c0 c>$!cc?#cc!
cccc
c
c
cc
c
1cc
c
c
c&
c"c
cc
c
c, c
cc
#c
c
c
c!c
c
c
c
(c
c
c
!c
#c3
c
c(
c)36+c
c!
c
4ccc4ccc!c
c
c
c
cc,"#.,c
c
c
c
c6
c
c
c
?
$cc?
c)6??+#c
Oc c
c0 c! c ccc c c')c%&c cc c-$c
c
cc> c cc ccc ccccc')c/&c c(;cc c
cc> cc c
c2
c>
c4
c.
c*
c8
c c cc&%c
(c c8?c.
c3 c* c6" 7
c0 c
Oc
c
cc
ccc) c6@)7ccc c c c c c c
!
c c-$cc c
cc
cc@)c cc&/cc c! c
cc? c
c6A37c
c" c" c
Oc .
c c?
cB
c
cc
c! ccccc
ccc&%-c cc
c
c ccc + c
c c! c c%$&%c!c cc c c cc c
9c2
c c) c%$&$c
Oc ) Cc!
cCcc
c cc
c ccc c
cDc c c! c c
Ac%$&$c!c
ccccccc cDcc c! c
Oc
c"
cccc2cEcc
Ecc c c')c%-c
cc
cc cccc c&$c c1ccc c c c
c c c
c c
cc cc
Oc "c; ccc c')c
FF-c c! c c%$&$
c cc5 c
c* c
c.5
c"c; c
M
c
36cc
c cc
cc
c*
(
c
cc
cc
c
c
ccc
c
c
c
c
0
c36c?
$c
#c
c
4
c
c
$c&
c
c&
c c
c
cc&
c
c
c
cc1
#c
4
c
cc1
c c
c! cc@c-c!$c =0/c
c'
c
c
cc'c
c
c
1
cccc&
c
c cc c!
c!$c#cþ c1$cc
c
c
c<c
Oc 9 cc
cc c cc ccc.8G"ccc
c&,cc cc%$$/cc%$&-c
Oc "cc c? cc c
c c c c c! c c%$&%c
ccc
c
c c-$cc c
Oc 2 c c
c c c
c
c
cc cc c cc
c')c%$c c
c%$&&c
Oc 8
cc
ccc
c cc c c c! c
:& c
c<cc6cAc" #-c= c)c
c@c+c
cc
cc
¢
5986
:*¢98,
4
,
,$);
,$
,
¢
2¢;
$
.
"<,
$
"
, "
.0=.) .
°
). >
;
5?!6
>.
$
4,!.
India's first 500,000 sq.ft. shopping
centre$*
Spencer Plaza
0'//&
0
*,
c
Oc 0
;'//&+&&@
Retail Initiation$
)
! °= !
)!,,=
)
° );
!!
°
Retail Conceptualization$
,
"
°.°
$
.) ,° 40
>
Retail Expansion$
,
,A
,
$
)
$
*
Minimum guarantee and revenue sharing
models$
"
A
+&&@+&&9
@'8
<,
,,
5Giorgio Armani, Versace, Gucci, etc.6 <,
Retail Consolidation and GrowthA
$
''8
+&&70
,,c