Pallavi Pandey on redefining traditional fashion marketing with Love Labels & inclusivity

Max Fashion from the Landmark Group recently launched a dynamic fashion vertical, URB_N. The brand seeks to make fashion inclusive and to highlight this aim, the brand rolled a campaign, titled Love Labels – a revolutionary departure from conventional body size narratives. This campaign challenges stereotypes and embraces diversity, aiming to redefine beauty standards in a bold and empowering manner. Changing the stereotype labels such as M for Magical, XS for Extra Special, XL for Extra Lit, etc., the Love Label campaign has created a niche for itself.

In this week’s AG Talk interaction, Pallavi Pandey, Vice President and Head of Marketing, Landmark Group, shares her insights into these transformative endeavours, the intricacies of the Love Labels campaign, the ethos, impact, and the vision driving this paradigm shift in the fashion industry, as well as the the inspiration behind Max Urban’s innovative approach to reshaping the landscape of fashion, one bold step at a time.

Watch the Love Labels campaign:

https://www.youtube.com/watch?v=4kShUKccssQ

What inspired Max Fashion to introduce Max Urb_n, a line targeting urban teenagers with an emphasis on affordable yet trendy fashion? Who precisely is the demographic Max Urban aims to serve?

Max Urb_n is a sub-brand of Max that was created to cater to a specific age group, primarily 18 to 21-year-olds, who represent the youth of the evolving Indian demographic. The brand saw an opportunity to offer a curated range of fashionable, trendy, and international styles at great value, aligning with Max’s overarching premise of providing fashion at affordable prices. The decision to launch Max Urban in India stemmed from its success in the Middle East, and the brand aimed to tap into the rapidly evolving fashion preferences of young consumers in India.

How does the Love Labels campaign by Max Urb_n transcend traditional fashion marketing to embrace a more expansive cultural vision? How does the brand intend to navigate and contribute to the evolving cultural landscape through this initiative?

The Love Labels campaign by Max Urb_n aims to transcend traditional fashion marketing by focusing on emotions and self-expression rather than conventional sizing labels. By using quirky and emotionally resonant labels like “Magical” and “Extra lit”, the campaign seeks to empower consumers to embrace their unique identities and feel confident in their fashion choices. Through this initiative, Max Urb_n intends to contribute to the evolving cultural landscape by promoting self-love and inclusivity, challenging the traditional norms associated with clothing sizes, and fostering a sense of empowerment among its diverse audience.

In what ways does Max Urban prioritize inclusivity and diversity in both its marketing strategies and product offerings, especially in an industry historically challenged by representation issues? How is the Love Labels campaign authentically resonating with a diverse audience?

Max Urban prioritizes inclusivity and diversity by focusing on real and relevant conversations with its target demographic of 18 to 21-year-olds. The brand emphasizes conversational communication, user-generated content, and short, snackable formats to connect with its audience authentically. The Love Labels campaign, with its focus on empowering consumers to embrace their individuality and feel confident in their skin, resonates with a diverse audience by challenging traditional beauty standards and fostering a sense of belonging and acceptance within the fashion community. Through initiatives like this, Max Urban aims to contribute positively to the cultural landscape by promoting self-love, inclusivity, and authenticity.

With Max Fashion’s extensive presence in India, comprising over 500 stores across 200+ cities, how does Max Urban fit into the brand’s broader growth strategy and its positioning within the Indian fashion industry?

Max Urban fits into our broader growth strategy by aligning with the evolving needs and aspirations of the youth in India. We recognized the shift towards digital consumption and the increasing exposure to various industries including fashion. Thus, ensuring accessibility became paramount for us. Unlike before, where we might have limited launches, we opted to introduce Max Urban simultaneously across all 500 stores. This approach has proven successful, as we've witnessed high acceptance levels across diverse locations, from metros to Tier 3 cities. The aspirational levels of today’s youth are soaring, and they seek instant access to trending products. By making Max Urban readily available, we're meeting this demand and positioning ourselves as a brand that resonates with the aspirations of the new India. This widespread launch has been promising for us, indicating a positive trajectory in our growth strategy.

How is Max Urb_n being accepted all over India? What can you say about its penetration in Tier 2 and 3 cities?

It is interesting to observe the consumer dynamics between metro cities and Tier 2 and 3 cities. Initially, there was a perception that online channels would have more reach in the latter, while acceptance would be higher in metros. However, the post-pandemic scenario has challenged this notion. We’ve witnessed a significant increase in acceptance levels in Tier 2 and 3 cities, even in single-city or A2 city stores. It seems people across all these locations are eager to dress up, feel confident, and embrace new styles and fashion trends. This widespread acceptance indicates that our brand is resonating across diverse geographies. While there’s undoubtedly stiff competition in metros and Tier 1 cities, the enthusiastic reception in Tier 2 and 3 cities reassures us of the brand’s potential to thrive across all regions.

These are edited excerpts. For the complete interview, watch below:

https://www.youtube.com/watch?v=AjyHYJpHZiI