MAX: Fashion for Real People – Fashion Bonding

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Campaign details

Brand: MAXBrand Owner: Landmark GroupLead Agency: Leo Burnett, ARC WorldwideContributing Agencies: Ogilvy PRCountry: United Arab EmiratesIndustries: Clothing & fashion retail, Clothing, apparel, Personal accessoriesMedia Channels: Content marketing, Mobile & apps, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

Max is the market leader in the value fashion segment in the Middle East. Soon after Max launched in 2004, the market witnessed new entrants such as Red Tag, Matalan...

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