Fashion Forward Thinking: Max Mara Fashion Group

(Image courtesy of Max Mara Fashion Group)

In Graduate School, professors love to discuss forward-thinking companies. Forward Thinking organizations stand out in a sea of monotony as they apply their traditions, mission, and vision to their product offerings. For this article, I had the opportunity to talk with The Max Mara Fashion Group to learn more about the company.

(Gif courtesy of Max Mara Fashion Group)

1. What is the Max Mara Fashion Group?

In 1850 Marina Rinaldi, the founder’s great grandmother, owned and managed a major workshop in the centre of Reggio Emilia: an artisanal business whose attention to detail and finishes truly stood out. This almost visceral passion was later passed on to her granddaughter, Giulia Fontanesi Maramotti, who began teaching herself sewing and patternmaking in 1925, publishing a series of volumes dedicated to the “theory of cutting”.

(Image courtesy of Max Mara Fashion Group)

It was within this context that Achille Maramotti founded the first company of the Max Mara Group in 1951, today one of the most prestigious international fashion houses, recognised worldwide as the forerunner of modern ready-to-wear: "haute de gamme" women's clothing produced using excellent industrial processes.

(Image courtesy of Max Mara Fashion Group)

From Milan, Paris, London, New York, Tokyo, to South Africa, Saudi Arabia, Bahrain, Australia, Brazil and China, the Brands of the Group are now distributed in 105 countries with more than 2,500 single-brand stores and over 10,000 multi-brand stores.

(Image courtesy of Max Mara Fashion Group)

Continuing the international aspirations expressed from the outset, when the name had been chosen: Max Mara. A name with a ring to it, and one that is easy to pronounce in every language.

(Image courtesy of Max Mara Fashion Group)

Max Mara is the epitome of Italian luxury and style. As a contemporary collection for the confident woman, consisting of opulent fabrications with precious details applied to ready-to-wear, Max Mara pieces embody femininity and craftsmanship. Symbolic for impeccable silhouettes with a timeless sensibility and constructed from the most luxurious fabrics, Max Mara is revered for the classification of the coat, sharp suiting and accessories. Founded in 1951 by the late visionary, Achille Maramotti, Max Mara is now available in 2,378 locations in more than 100 countries. Max Mara Fashion Group counts 10 different brands.

(Image courtesy of Max Mara Fashion Group. Image depicts Max Mara Fashion Group's 10 different brands)

2. How does the Max Mara Group showcase Italian fashion?

Through physical and digital touch points: catwalks, stores, websites, IG, Facebook, TikTok, WeChat and so on.

(Video courtesy of FF Channel.Video depicts Max Mara September 2021 Show. Video can be found via https://www.youtube.com/watch?v=ljRXCLTDxeI )

3. What advice would you give students and young professionals when they enter the fashion industry?

The answer is not simple, in a world where the only constant seems to be continuous change, sustained by sudden accelerations. It is a theme without precise boundaries, which takes the form of water: the Role adapts to the container, it renews itself frequently while remaining anchored to solid identities; it is driven by Responsibilities and Planning rather than by the normative fixity of a list of tasks. We can divide areas of expertise into:

(Image courtesy of Marella's Instagram page)

a) "Commodities" : - the necessary skill set includes in-depth knowledge of English, as well as a second (at least), basic knowledge with affinities to the Role (Style, Economics, Marketing, Retail etc.) and all the skills that come with using a smartphone (intuitiveness, relationality, curiosity about the tool etc.).

(Image courtesy of Marella's Instagram page)

b) "Core: - Strategic thinking, networking, creativity and achievement (we could go on and on) represent the role consistency layer, every role. - Being able to think critically, go beyond the door of the obvious, and - as the English say - "think out of the Box" complete the Core set.

(Image courtesy of Max&Co.'s Instagram page)

c) "the ones that make a difference" : - Passion, curiosity and cross-disciplinary learning, "hard work", role-playing entrepreneurship.

(Image courtesy of Weekend Max Mara's Instagram Page)

Without these, you can risk not being able to overcome the challenges im-posed by today's scenarios, increasingly characterized by competitiveness, complexity, uncertainty, ambiguity, and volatility.

(Image courtesy of Max Mara's Instagram Page)

4. What is the future of the Max Mara Group?

Do our best to create products and engage our customers in a valuable experience, taking care of the individuals and the community.

(Image courtesy of Weekend Max Mara's Instagram Page)