Ensemble is the fastest-growing segment today

MADAME is a western-wear women’s fashion brand that offers the young fashion-conscious woman. Owned by Jain Amar, the brand provides fast fashion for young women across three continents through EBOs, Store-in-Store Outlets, an official ecommerce website and other online marketplaces. Madame engages over 2,50,000 women every week, across 500 retail touch points, including 150 Exclusive Branded Outlets (EBOs), Large Format Stores (LFS), and other leading Retail Outlets.  Akhil Jain, Executive Director, MADAME, shares the current status of the Indian knitwear industry and recent trends with Divya Shetty.

The demand for knitwear has been steadily rising in the market. How is MADAME leveraging this trend, and what strategies have you implemented to meet the growing demand for knitted textiles?

The escalating demand for knitwear reflects changing consumer preferences, and at MADAME, we’ve proactively embraced this trend with innovative strategies. Our key approach involves harnessing cutting-edge knitting technologies and state-of-the-art machinery, sourced from industry leaders in Japan and Italy. These advanced tools not only enable precision in our designs but also enhance the efficiency of our manufacturing process.

We have strategically aligned our production capabilities to cater to the ever-growing demand. By investing significantly in these technologies, we ensure that our knitwear products are not only of the highest quality but also deliver promptly to meet market needs. This strategic investment in upgraded machinery enables us to stay ahead of the curve, producing a wide array of knitwear that fulfills the diverse preferences of our customers.

Can you share with us the segment which is fastest growing in the knitwear industry?

The fastest-growing segment in the knitwear industry is undoubtedly the ensemble category, comprising coordinated sets, coupled with innovative fashion silhouettes. This trend showcases a shift in consumer preferences towards versatile and stylish knitwear options. MADAME has been at the forefront of this trend, offering a wide array of fashionable coordinated sets that seamlessly blend comfort and chic designs. By embracing this trend and continuously innovating our collections, we cater to the evolving tastes of our customers, ensuring they stay on-trend while enjoying the softness and flexibility of knitwear. Our focus remains on providing diverse and trendy options within the category, aligning our offerings with the dynamic demands of the contemporary knitwear market.

In the era of fast fashion, sustainability is becoming a key concern for consumers. Could you share some of MADAME’s recent innovations in sustainable knitwear production?

Sustainability is at the heart of our production practices at MADAME. In alignment with the global shift towards eco-consciousness, we have integrated innovative approaches to ensure our knitwear production is as sustainable as possible. Currently, we are utilizing recycled polyester, a step that significantly reduces our environmental footprint by repurposing existing materials. This initiative not only conserves resources but also minimizes waste.

Moreover, we are actively working towards becoming carbon-free in our operations. This involves implementing eco-friendly technologies, energy-efficient practices, and exploring renewable energy sources to power our production processes. By transitioning towards carbon neutrality, we are committed to mitigating our environmental impact and contributing to a greener, more sustainable future. At MADAME, we believe that fashion can coexist harmoniously with the environment, and every step we take into upgrading our business incorporates this ideology.

MADAME is renowned for its quality knitwear products. Can you shed light on the unique selling points that set your brand apart from others in the industry?

At MADAME, our commitment to crafting exceptional knitwear products stands as the cornerstone of our brand identity. What sets us apart in the industry is our relentless dedication to quality, ensuring that every garment that bears the MADAME label embodies supreme craftsmanship. Our focus on precision and attention to detail guarantees a superior product, marked not only by its durability but also its impeccable fit.

Our unique designs reinforce our creative ingenuity. We pride ourselves on staying ahead of fashion trends, creating knitwear pieces that not only resonate with the current styles but also anticipate the future. Our design team, driven by innovation and a deep understanding of market preferences, curates collections that blend elegance with contemporary aesthetics. This fusion of quality, fit, and distinctive design forms the essence of our brand, creating an unparalleled experience for our customers. When you choose MADAME, you invest in more than just a garment; you embrace a legacy of quality and style that sets you apart.

How has MADAME embraced technological innovations to enhance the production process and deliver high-quality knitwear products to your customers?

At MADAME, we’ve embraced the transformative power of technological innovations in the textile industry to elevate our knitwear production to new heights. As forementioned, we’ve invested substantially in state-of-the-art knitting technologies and cutting-edge machinery, sourced from renowned industry leaders in Japan and Italy. These advanced systems allow us to achieve unparalleled precision and efficiency in our production processes.

We’re committed to incorporating the latest technologies that extend beyond manufacturing. We leverage data analytics to anticipate market demands, enabling us to create knitwear collections that align seamlessly with contemporary trends. Additionally, these advancements have streamlined our supply chain, ensuring timely deliveries without compromising on quality.

Furthermore, our adoption of innovative technologies enhances the overall quality of our knitwear products. From the selection of premium materials to the intricacies of knitting techniques, every step of our production benefits from these advancements. The result is a range of high-quality knitwear that not only meets but exceeds the expectations of our discerning customers. Embracing technological progress is not just a choice for us; it’s a tool that helps us achieve excellence in every garment we create.

Fashion trends are constantly evolving. How does MADAME stay ahead of the curve in terms of knitwear design?

At MADAME, we lead the fashion curve by constantly innovating in our knitwear designs. Our strategy involves the art of mixing diverse materials, creating unique textures and patterns. We blend traditional fibres with contemporary elements, ensuring our knitwear isn’t just stylish but also incredibly comfortable. Moreover, we’re at the forefront of fully fashioned and seamless products, eliminating bulkiness for a flawless fit and unmatched comfort. As for upcoming trends, expect a fusion of vibrant colors, intricate patterns, and contemporary silhouettes in our new line. This blend of classic elegance and modern style ensures MADAME knitwear stands out, promising a fashion experience that’s both trendy and timeless.

How do you view the future of the Indian knitwear industry? Also, share the company’s growth plan.

The future of the Indian knitwear industry is incredibly promising. With a rising demand for comfortable yet stylish clothing, knitwear is set to dominate the market. As for MADAME, our growth plan revolves around strategic expansion and continuous innovation. We aim to further invest in sustainable practices, ensuring our production aligns with eco-conscious initiatives. Additionally, we’re actively exploring collaborations with renowned designers to introduce exclusive lines that cater to evolving fashion tastes. Our focus remains on enhancing customer experience through seamless shopping platforms and personalized services. By staying adaptable to market trends and incorporating cutting-edge technologies, MADAME is well-positioned to not only meet but exceed the growing demands of the Indian knitwear industry.