How Madame leverages multi-channel approach to increase reach

Ever since joining in 2017, Sumedha Jain has been instrumental in steering the growth of Madame, a pioneering brand under the Jain Amar House of Fashion, in the D2C space through her strategic vision and innovative campaigns, including the successful launch of its online platform, glamly.com. Known for her collaborative leadership and expertise in integrated marketing, Jain has consistently led her team to deliver impactful, customer-centric campaigns that resonate deeply with Madame’s audience.

In this interaction with Adgully, Sumedha Jain, Marketing and Communications Head at Madame, shares her insights into the evolving consumer landscape and unveils Madame’s core strategies for connecting with consumers, staying true to the brand’s ethos of quality, comfort, and authentic celebration.

The festive season this year has been a celebratory period for Madame as it strengthened its marketing activities. While observing that the festive season in India is typically marked by a surge in consumer spending and optimism, Jain remarked that this year, a nuanced shift towards premium products was observed. “While there’s a strong desire for celebrations and new purchases, consumers are also prioritizing value for money and are seeking premium products at competitive prices. Consumers are feeling more confident and are willing to invest in products that offer durability and long-term benefits.”

Further elaborating on the focus on embracing authenticity, Jain mentioned the following strategy that the brand has adopted this year:

Offering a celebratory mood, value for money, and exclusivity: The festive season is believed to be a time when customers are looking for value for money, and premium goods, so brands leverage the opportunity through special editions of products and festive offers. Thus, keeping this in mind, Madame also curated festive editions of products at market-friendly prices. The festive offerings provided a premium yet accessible way to celebrate the season.
Targeting demographically, potential, and existing customers: Madame recently conducted in-store events with fashion influencers in Kolkata and Siliguri.
Campaign strategy: To resonate with the brand’s social media family, Madame launched a campaign, ‘Be The Shine’, with a message that encouraged empowering one’s inner vibe and shining out in style. The autumn-winter fashion campaign, ‘Stay Real’, was launched ahead of the festive season to ensure customers could get the new looks that they were really looking forward to during the festive season. The campaign focused on the theme of embracing authenticity, highlighting how Madame’s collection blends the brand philosophy with the customers’ sentiments and celebratory mood.

In order to reach its target audience Madame leveraged a multi-channel approach, which included:

Investing in social media campaigns, influencer partnerships, and targeted online advertising to engage with our audience directly.
Revamping retail stores featuring festive-themed displays and promotions. Madame also organized in-store events and contests to create a festive atmosphere.
Partnering with popular influencers who align with the brand values to create engaging content and reach a wider audience at the brand events and through social media collaborations.

Jain informed that Madame increased its marketing budget for the 2024 festive season by 15% compared to the previous year. “This reflects our commitment to strengthening our brand presence and capitalizing on the increased consumer spending during this period,” she added.

She further said that given the fragmentation of media consumption, Madame allocated its festive ad budgets across various platforms:

Digital Platforms: Social media promotions and digital campaigns will receive a significant portion of our budget.
Traditional Media: Conventional and print advertising will continue to play a role, especially in reaching broader audiences.
Influencer Marketing: Collaborations with influencers will be another component of our strategy through in-store events and digital content creation.

Emphasizing on the importance of influencer partnerships, Jain said, “Influencer partnerships are crucial to any fashion brand’s festive marketing strategy. We collaborated with influencers who have a strong following among our target audience and can authentically represent our brand values. Influencers from Tier 2 and 3 cities were leveraged to tap markets in the growing regions.”

Jain concluded by saying that the primary aim was to create a memorable festive experience for Madame’s customers and leverage the festive season opportunities.