Since 1951 MaxMara has been dressing women with sophisticated style that transcends both decades and trends. There is a sort of magic to the MaxMara brand that allows its collections to feel consistently relevant yet ultimately timeless. A look through their coat book, a hard-covered, 243-page chronicle of the company’s history proves the longevity of their creations and how true design need not be relegated to a time period.
Known especially for their outerwear, the MaxMara 101801 camel overcoat has been a collection piece since 1981. As it so happens, camel has taken its place as the color of the season, with camel coats at the top of every editor’s must have list.
A testament to the brand’s lasting style is the recent launch of the company’s first-ever ecommerce initiative, specifically for the 101801 camel coat on MaxMara.com. Customers are now able to purchase the iconic coat, made with a special lining and personalized with embroidered initials, exclusively on the website (and priced at approximately $2,424 USD).
Credited with introducing high levels of design and craftsmanship to the production process from the company’s inception in 1951, every MaxMara garment produced goes through a 120 -150 point check to ensure the highest level of quality control and attention to detail is maintained.
In our fast-paced world of instant online gratification, and the marketing hurdles that come with it, it’s almost as if MaxMara is approaching digital the same way they would one of their iconic coats, with a calculated, step-by-step precision.
Not to say that the company has been first to market when it comes to the internet, but over the past several months their digital momentum is surely growing as they craft meaningful experiences for their customers.
From a video campaign with renowned style blogger Garance Doré, to the newly launched ecommerce initiative, a mobile application unveiled for Fashion’s Night Out, their recent debut on Facebook, and live streaming their Milan runway show, the brand is certainly striking a chord with their customers online.
When asked about their digital marketing strategy, the brand responded, “Our goal is to proceed step by step, in the right order with a series of consistent messages aimed to bring awareness to the MaxMara brand. Our strategy is to try to involve people that are interested in our brand, offering them exclusive and interesting content.”
There’s something to be said for the brand’s approach: existing as an observer in the early stages of digital as many other brands experimented, until the right time came for the company to begin taking purposeful, meaningful and valuable steps to advance online. In this, MaxMara has found a way to pay homage to their heritage and resonate with their customers in new ways, while also remaining relevant and driving the brand forward.
Photo Credits: Carla Bruni for MaxMara, MaxMara’s iPhone Application
Edited by: Gina Conforti
