Landmark Group’s fashion vertical Max Fashion recently announced a new sub-brand Max URB_N to cater to the youth. Pallavi Pandey Vice President & Head Of Marketing, India, Landmark Group says, “We are recognising the youth of New India. There is no more ‘many India’ and we are identifying how the youth connect can happen and where our entire segmentation can cater to what we are offering as a product.”

Maintaining the same affordability proposition as the mother brand Max Fashion, the starting price-point for Max URB_N is Rs 199. Pandey says that the big differentiation of the new sub-brand is value in terms of fashion, quality, range and options.

She says, “This segment works for the consumer where we can give them everything under one roof.” She continues, “One of our biggest differentiations is that we are going completely seasonless. You will see fresh fashion every week or bi-weekly.”

The brand has also launched the "Love Labels" campaign for URB_N which takes an all-encompassing approach to size and fit. The brand is banking on connecting to the youth with not just fashion but also with emotions.

Pandey says, “The biggest insight from the consumer was how self-doubt can be turned into self-love. There is always a self-doubt with labels and sizes from M to L to S and even XS. Why are we defined by labels? This is a big factor that we understood. We wanted to turn the labels into self-love and have a more conversational communication with Max Urban. We wanted to empower people to feel special.”

Taking this forward, the brand has taken the traditional size abbreviations of "XS," "S," "M," "L," "XL," and "2XL" have been reimagined as inspiring labels like "Xtra Special," "Stunning," "Magical," "Lit," "Xtra Lit," and "Xtra Xtra Lit"; all words which are real, conversational and Gen-Z inspired.”

The brand identified real customers and roped them in to star in the campaign and Pandey strongly believes that this move has helped make a real connect with the consumers as real emotions and reactions have been captured. She highlights that the brand’s endeavour is “how to move into conversational communication in the campaign where the connect is happening and is not pushy but feel-based in terms of the messaging.”

The campaign is primarily Digital first with influencers - macro and micro being used to amplify the messaging, with the focus being again on real messaging. She says, “The influencer space is getting cluttered and challenging for brands. Our approach is to get real conversation with influencers, rather than having too many partnerships with them. There is a lot of upcoming and new talent in this particular age-group who are already in the influencer space, who are not overlapping with a lot of other brands; these influencers will be relevant to our content.”

The brand has launched an exclusive Max-URB_N Instagram page with the content being largely generated by real influencers.