Client
MADAME India
Year
2024
Services
- Retail Strategy
- Concept Design
- Branding and Way-finding
- Construction Management
- Concept Roll-out
Reimagining MADAME: The New Concept Store.
MADAME is a leading fashion brand dedicated to the modern Indian woman. Since its inception in 1939, MADAME has evolved from a single muffler shop in Ludhiana to a trendsetting fashion brand with over 900 points of sale across India. Known for its chic, western-inspired designs, MADAME continues to redefine fashion by creating meaningful connections with its audience.
MADAME reached out to our team with the important task of differentiating the brand from international competitors that had entered the market. They requested the creation of a unique, personalized concept and strategy that resonates with the modern Indian Woman.
The strategic phase began with the development of a deep understanding of the modern Indian woman and how MADAME can become their first choice. We focused on how the client can create a personal connection by recognizing and celebrating the multifaceted roles and identities of its customers. This approach ensures that the brand not only meets the fashion needs of its audience but also resonates on an emotional and aspirational level.
The layout of the space mirrors this connection: starting from the outside which features mannequins in different everyday scenarios (sitting down, confident poses, pairs to showcase female friendships) the human element is emphasized. Moving in, the minimal design of the store allows for the products and branded signage to stand out, creating the connection between clothing and emotions. Casual-wear categories were named “Be Casual”, new arrivals “Be Trendy”, Work-wear “Be Professional”, leading the customer in a journey of self-discovery in the store of all of their different sides to their personality. Ending at the cashier and dressing room, the quote “Be Everyone U R” ties all of the categories together and truly connects the brand’s products with their vision of empowering women.
The store is designed to offer a personalized shopping experience that goes beyond just purchasing clothes. Interactive elements, such as digital displays with styling tips and customer testimonials, ensure each visitor feels valued and understood. The store features an open, airy layout that invites exploration and creates a sense of comfort. This design makes it easy for customers to navigate and discover new collections. The store is divided into specific zones that highlight different collections, such as professional wear, casual attire, and special occasion outfits. Each zone is tailored to reflect the unique style and mood of the collection, creating a coherent and focused shopping experience. Prominent feature walls, with clear signage such as the “Be Trendy” wall, draw attention to key pieces and seasonal trends. These walls serve as focal points, making the store visually dynamic and interesting.
The spacious arrangement reduces clutter and enhances the overall shopping experience, making it more enjoyable and less overwhelming and the integration of technology allows for a seamless and engaging shopping journey, making each visit memorable. The strategic design of MADAME’s new store concept successfully differentiates the brand in a competitive market. By focusing on creating a personalized, engaging, and visually appealing shopping environment, MADAME continues to resonate with the modern Indian woman. This innovative approach to store design and graphic communication ensures that MADAME remains at the forefront of fashion retail in India.
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