Women’s western wear fashion brand for apparel, handbags, footwear, and accessories, Madame, has witnessed a significant growth in its online sales during the pandemic period of 2020.
The online sales jumped from 2% of overall sales to nearly 10% with a continuing upward trend majorly contributed to by growth in Tier II and Tier III cities, the company said.
Cities like Ludhiana, Chandigarh, Lucknow, Jaipur, Mohali, Noida, Jammu and Shimla were the high growth cities for the brand.
In the recent past, the fashion brand launched the well-received Wonder Woman inspired collection in collaboration with Warner Bros coinciding with the launch of the movie featuring Gal Gadot in the lead role.
Madame is expecting a three-fold growth through online sales by 2025. The brand has also reinforced the need to strengthen the supply chain management with faster product delivery for international clients. In the future, a major share of the company’s overall revenues will be attributed to online sales only, the brand said.
Madame Head -eCommerce Shalvi Govil said, “Online shopping emerged as a most sought-after shopping mode for many consumers owing to the pandemic.”
“We realised that the demand for our brand was high, and if we delivered effectively, we could gain market share quickly. There is an enormous latent demand in Tier II and Tier III cities where women have the same aspirations as from the bigger cities, and Madame helps them express themselves uniquely through fashion,” he added.
The brand is also available in over 500 retail outlets across India.
Focus on online sales
Madame Director – Marketing & Communications Sumedha Jain said, “Madame is known for its stylish and comfortable clothing which getting wonderfully captured visually on the website and relates very well with the brand ethos.”
Jain added, “Apart from our seasonal collection, image capsules have also been showcased on the website that models some of our exclusive collections like the Wonder Woman and Valentine’s themes. We expect our online sales to contribute up to 15% of overall sales by the end of this year,”
Madame is also intensifying its market penetration through offline stores as well to have an integrated multi-platform approach combining online and offline sales points.