Max Fashions names Alaya F as brand ambassador for Max Urb_N

19 September 2024, Mumbai

A value fashion brand under the Landmark Group, Max Fashion recently signed its first Indian brand ambassador in 18 years, reflecting its growing focus on the Indian market. Max Fashion selected Bollywood actress Alaya F as the brand ambassador for Max Urb_N, a sub-brand launched in April 2024 to target Gen Z consumers aged 17 to 24.

Pallavi Pandey, Vice President and Head – Marketing, Landmark Group India, shares, with Max Urb_N, Max Fashion is shifting its focus toward Gen Z. The company aims to connect more directly with Gen Z by collaborating with personalities who reflect the generation’s dynamic and trend-conscious nature. The brand's strategy includes launching digital-first initiatives and engaging Gen Z consumers through authentic content and multiple touch points, with the aim of building lasting loyalty.

In terms of retail expansion, Max Fashion, which currently has 515 stores across India, plans to expand further into both large and small markets.The brand also aims to enhance its omnichannel experience for customers. It plans to deepen its presence in the existing markets besides entering new ones.

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