Fashion & Leather Goods

More than ever, the power of brand discourse is at the heart of the performance of luxury brands. MAD supports its customers in the construction of Brand platforms with three skills: The search for a profound discourse, structured and recognizable; the strengthening of luxury positioning; and the declination of the concept into creative rules that fuel product, communication, distribution, HR, and ESG. All at the service of a brand that maximizes emotion as well as ROI.

The improvement in the performance of Maisons is expected to a significant part due to their ability to increase the average basket of existing customers. To achieve this, MAD supports the implementation of holistic strategies covering the offer, the experience, customer treatment, the management of high-potential customers, the recruitment and training of teams, the implementation of management tools... the whole at the service of desirability of the House and its capacity to build a sustainable VIC base.

MAD supports brands in the identification of new product territories, legitimate, growth drivers for Maisons that are sometimes single-product today, or on the contrary already part of a broad universe. What areas of development are consistent for a Brand? With which business model (s) and which business plan? What resources and what horizon? How much time should we consider for strategic and sustainable development?

The experiential signature is a promise of uniqueness and coherence. It represents the translating the brand platform into the eyes of the customer. Our methodology is based on 3 dimensions (key memory, key emotions, key iconic moments) deployable on all types of customer contact points (physical and digital).

At the time when the boundaries between Product Luxury and Experiential Luxury are becoming more and more tenuous, Manufacture, Family Home, Family Home, Museum, Palace, Cellars are all prestigious assets to be valued and experientialize while ensuring value creation. MAD supports Luxury Houses throughout the value chain of these projects (strategic framework, image ambition, business ambition, experiential content, hospitality & F&B, organization, organization, selection of creative talent).

The art of assortment in Luxury lies in the ability of Maisons to Balance with finesse commercial performance and increase in brand equity. Of the optimization of assortments, adapted to store clusters and market requirements, Until the glorification of iconic pieces via the visible assortment, our expertise also includes restocking constraints in an omnichannel reality. Our approach Magic & Logic guides our customers through each link in the merchandising value chain, thus ensuring a decisive image coherence and business impact.

Going from the brief formulated in the studio to industrialization and then production by meeting the retail price, margin and quality targets requires a continuous questioning of organizations, processes and tools. In fact, the complexity of collections (pace, integration of know-how, expansion of the offer... ), the integration of new challenges (regulation, sustainability), 360 coordination needs (purchases, communication,...) require constant adjustment. MAD supports its customers in this process for secure the development of their collections.

MAD supports luxury brands in the design and implementation of exceptional customer journeys, in a omnichannel context. We make tailor-made strategies, adapted to each House, around a experiential signature, to create distinctive and memorable experiences at every touchpoint. Anchored in the fundamentals of luxury, the signature of experience is both inspiring and concrete, and far from the outdated visions of a robotic experience.

MAD supports Maisons in the definition and implementation of their CRM strategies. Our expertise covers the entire CRM value chain : guiding principles, customer segmentation, customer data collection, CRM journey, CRM journey, activation formats, principles and measurement of ROI, qualitative and quantitative analysis of customer data, organization (central vs. local).

MAD teams design owner sales ceremonies for luxury houses. Combining the expression of the uniqueness of the brand and commercial efficiency, the latter go beyond the transactional dimension of customer-seller exchanges in favor of an approach resolutely focused on building a lasting customer-brand-seller relationship. Deployed across the entire network, they are nonetheless always adapted to the local specificities of each store.

VIC populations (Very Important Customers) are becoming an increasingly central issue for Maisons. They represent as well a business challenge than a key image. In this context, MAD supports the Houses in the creation and implementation of strategies dedicated to VICs. Recruitment strategy, offer strategy, strategy for dealing with VICs, loyalty strategy, image enhancement strategy, performance measurement.

The physical or digital retail continues to reinvent itself in a post-Covid context. While increasing the number of physical points of sale is not the priority of major players, the emergence of certain regions of the world, the shortness of breath of others, and the complexity of retail models in general, are all subjects on which MAD supports its customers.

Define the good concept in line with image and business ambitions is a central issue for Maisons. Our proven methodology is based on 5 key steps: strategic framework, retail story, customer journey, commercial brief, functional brief (front of house and back of house). We also organize architectural competitions in order to select the best creative talent.

Retail performance is at the heart of the profitability of Houses. Which organization, which performance indicators and which dashboards (for central and local teams, up to the store manager), What digital tools are the most relevant for maximizing profitability ? These are strategic issues for Maisons that operate on a recent and limited network, like those who animate hundreds of stores in various formats.

MAD created a proprietary methodology in order to offer to the Houses a thorough and expert analysis of their stores. At the scale of a store, a region or a global network, MAD teams analyze the key elements of retail qualitatively and quantitatively (store concept, look & feel, personal, speech, tools, services). MAD also offers Comparative retail assessments In order to assess the quality of its retail in relation to other predefined actors.

Faced with increasingly complex customer journeys, MAD offers a innovative approach aimed at evaluating a Maison's omnichannel maturity across all of its contact points: retail, e-commerce, customer service, social networks, social networks, VOC (Voice of Customer), omni-channel services (C&C, R&C, click from store, boutique appointment)... By combining quantitative and qualitative criteria, MAD analysis the performance of the omnichannel customer experience to lead to a targeted vision and a specific action plan.

MAD has created a proprietary methodology to assess the performance of an e-commerce site for a Maison in comparison to its competitors. The assessment breaks down all key criteria and sub-criteria of the user experience (homepage, navigation, checkout, content, etc.). Taking into account the e-commerce specificities of each sector and highlighting best practices per sub-criteria, this offering aims to bring out strengths and areas for improvement to formulate pragmatic and commercially effective recommendations.