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Balancing form and function: The secret to Madame’s winterwear success

In a freewheeling chat with IMAGES Business of Fashion, Executive Director Akhil Jain discusses how Madame has seamlessly incorporated winterwear in its offerings – a category that has gained enormous traction over the years to become a bestseller…

In the vibrant landscape of Indian fashion, where there is a plethora of trends to choose from, womenswear brand Madame encourages using fashion as a means of self-expression by offering looks for every season and styles for every reason. Madame, under the leadership of Executive Director Akhil Jain, has crafted a strategic vision with an aim to empower women through fashion. In an exclusive interview with IMAGES Business of Fashion, Akhil Jain shares how the brand has been instrumental in bringing about a revolution in Indian retail.

Along with revealing how every decision in Madame’s journey has been meticulously planned, contributing to the brand’s success, he also discusses how Madame has seamlessly incorporated winterwear into its offerings – a category that has gained enormous traction over the years to become a bestseller.

How do you balance functionality (warmth, durability, protection) with style in your product offerings?

At Madame, we have meticulously designed our winterwear collection to integrate functionality with contemporary aesthetics. Our designs are crafted to not only withstand the rigours of winter but also to exude a sense of refined elegance. We meticulously select materials that offer exceptional insulation, durability, and protection, while concurrently ensuring a luxurious feel.

Today’s discerning customer demands both form and function and our commitment to providing cutting-edge designs and unparalleled quality reflects this understanding.

Our outerwear, in particular, is a testament to this philosophy, featuring clean, minimalist lines that lend a sophisticated edge. By incorporating insulating, sustainable fabrics, water-resistant technologies, and innovative techniques like heat seal quilting, we have created
a diverse range for the diverse preferences of our customers.

Are you integrating innovative fabrics or technologies in your winterwear?

We are constantly exploring innovative fabrics and technologies to enhance the performance and sustainability of our winterwear. Our collection incorporates thermal insulation that traps body heat effectively, ensuring optimal warmth without bulkiness. We also utilise water-resistant materials to protect against unpredictable weather conditions. Furthermore, we are committed to minimising our environmental impact and are actively exploring the use of eco-friendly fabrics. By incorporating these advanced technologies and materials, we have created a winterwear collection that is both functional and eco-friendly.

What is your brand’s approach to modular and versatile clothing that integrates convertible outerwear and multiuse pieces for consumers seeking versatility in their wardrobe?

Our approach to modular clothing lays great emphasis on versatility and adaptability. We design pieces that are adaptable to various occasions and weather conditions, ensuring that our customers can maximise their investment. The modularity empowers the wearer to transition seamlessly from casual outings to formal events without compromising on style. Our AW’24 collection features convertible outerwear, such as jackets with removable linings or adjustable lengths, allowing for effortless customisation.

Key examples include detachable hoods, reversible jackets with contrasting interior and exterior colours, and jackets featuring a combination of lightweight fabrics and faux fur, leather and suede, and more. These elements not only enhance versatility but also add a touch of sartorial flair. It serves multiple purposes, like jackets with removable linings or adjustable lengths based on the weather. This focus on versatility ensures that our customers can use our pieces in various climates and for a wide range of activities. It is all about maximising the wardrobe with functional and adaptable designs.

How are you incorporating texture combinations, such as mixing faux fur, wool, and technical fabrics, into your outerwear designs?

Textured satin, velvet tencel, viscose blend, denim, and velvet, these fabrics are used for autumn products such as dresses, shirts, co-ords and more. The winterwear showcases a harmonious blend of diverse fabrics, including faux fur, wool, faux leather, corduroy, tweed, velvet, and more for winter. By thoughtfully combining these textures, we create garments that are not only visually striking but also offer exceptional warmth and comfort.

The interplay of textures adds depth and dimension to designs, elevating them from mere clothing to sartorial statements. Innovative combinations such as fur-lined coats with detachable collars, jackets with faux fur sleeves and suede accents, and quilted velvet outerwear, demonstrate our commitment to pushing the boundaries of design and providing our customers with truly unique pieces.

These garments stand out and appeal to a wide range of fashion tastes. A mix of textures adds visual interest and provides practical benefits for our customers to stay warm and stylish without compromising on comfort. The variety of textures also enhances the overall look of our designs, giving them a rich, layered feel that elevates any outfit.

How is Madame embracing the trend of oversized silhouettes in coats, puffers, and outerwear?

Oversized silhouettes have emerged as a dominant trend in recent years, and we have embraced this aesthetic with enthusiasm. Our collection features a range of oversized and cropped outerwear that offer a cosy relaxed fit. Oversized puffers and coats are a key part of our collection, offering a relaxed fit with roomy designs that are perfect for layering without feeling restricted. Despite their larger size, we carefully design our oversized pieces so as to balance them with clean lines and modern shapes, ensuring that even these voluminous garments look stylish rather than bulky. This attention to detail allows our customers to stay on trend without sacrificing their sense of style.

What are the key categories of your winterwear collection?
Our key winterwear categories offer a diverse range of options to suit various needs and occasions, ensuring a complete winter wardrobe for our customers. These include:

  • Winter Dresses: Elegant dresses that can  effortlessly transition for multiple occassions, these are designed using premium fabrics for optimum balance of warmth and style
  •  Co-ord Sets: Co-ord sets are designed in accordance with the evolving preferences of the modern customer
  • Puffer Jackets: Trendy and functional, they are designed for superior warmth and modern style, perfect for braving the cold with ease
  • Long Coats: These provide a sophisticated, tailored look that adds elegance to both casual and formal outfits, ideal for those seeking a refined winter silhouette
  • Cozy Sweaters/cardigans: They offer soft, comfortable layering options, perfect for staying warm indoors or pairing with outerwear
  • Casual Sweatshirts: These sweatshirts aim to deliver effortless style and comfort, great for laid-back weekends or layering up on cooler days
  • Suede Jackets and Shackets: These styles bring a touch of luxury and polish to the wearer
  • Insulated Coats/blazers: These coats are crafted for maximum warmth and a polished appeal
  • Scarves: To offer additional warmth while complementing every look with style

Will you be launching any new categories in the next 2 years including winter accessories like gloves, scarves? What about adjacent categories?

Over the next two years, we plan to introduce new additions to all categories, including accessories and fragrances which will allow us to offer a more complete shopping experience. In addition, we are exploring the growing trend in athleisure and performance wear that can transition from casual to active settings.

How does your brand approach the pricing of winterwear products, especially given the seasonal nature of demand and varying consumer price sensitivity?

Our pricing strategy for winterwear is carefully designed to balance seasonal demand with consumer sensitivity offering competitive prices that reflect the high quality of our products, ensuring that our customers receive great value for their investment. In addition to our regular pricing, we use seasonal promotions and bundle offers to attract a broader customer base. This also adds convenience and value for customers, allowing them to complete their look at an accessible price.

How do you promote your winterwear products in the market? Have you created any specific campaigns for this winter season?

We have launched an integrated marketing campaign featuring the face of Madame, Bollywood actress Shanaya Kapoor. Her association with Madame brings a fresh, youthful energy to our brand, resonating with a wide audience. We are also planning on maximum amplification campaigns by featuring other leading fashion names from different demographic zones. These amplification campaigns are being designed to focus on social media, influencer partnerships, and in-store experiences. These campaigns highlight the versatility and style of our winterwear while holding high the brand’s ethos of empowering women through fashion, aiming to engage customers through visually appealing content and storytelling around our products. We are excited about the future and remain dedicated to creating fashionable, functional winterwear that resonates with our customers.

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