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Madura Fashion & Lifestyle - 'Most Admired Fashion Company of the Year'
Feb '11
The 11th edition of India Fashion Forum came to a glittering end with the Images Fashion awards. Images Fashion Awards (IFA) recognizes the true worth of the brands in the Indian fashion retail business.

Two days of networking, conferences, presentations and seminars paved way for the much awaited Images Fashion Awards which started with a glittering opening performance by famous singer and actor Rageshwari. She then joined her co-anchor for the evening - the suave, smooth and very articulate Anish Trivedi. The ceremony saw a convergence of the best names in braning, retail, marketing and entertainment. The evening also saw an engaging performance by playback singer Shweta Pandit the youngest musician achiever and the voice behind chartbusters from Partner, Welcome and Band Baja Baraat. The gorgeous Shweta stole many a hearts with her electrifying performance at IFA. Stand up comedian Vikram Sathe enthralled the audience with his witty dissection on cricket and Bollywood.

IFA 2011 gave awards across in 21 categories including the most admired brands across key categories like footwear, timewear, jewellery, to innovative & admired fashion retail formats,private retail labels and fashion retail concepts. Well-known fashion retail brands like Bata, Puma, Tanishq, Pantaloons, Lifestyle & Madura fashion & Lifestyle won IFAs in key categories. Amongst the regional retail winners included Kapsons (North), Sohum Shoppe (East), Jade Blue (West) and RMKV (South).

Conceived in the year 2000, IFA honours professionals and companies for Excellence in the Business of Fashion. The awards process comprised a wardrobe tracking study. This was conducted amongst a cross section of SEC A consumers in major metros - Delhi, Mumbai, Bangalore, and Kolkata. In this study a physical check of consumer wardrobes was exercised to check formal and casual apparel and footwear. A senior field team visited individual households and mapped the wardrobes of the adult males, females, or the kids to determine the most purchased brands of shirts, trousers, womenswear, kidswear, etc.

Parallely to determine the names of top regional fashion retailers mystery customers visits were conducted to investigate customer experience at various regional outlets. The visits were made twice covering regular hours on a weekday as well as during peal hours on weekends to assess the store's performance in terms of staff attentiveness, store ambience, customer services and merchandise mix.

The jury comprised some prominent names from India's leading retail real estate companies. Jury members included: Kishore Bhatija from Inorbit Malls, Jonathan Yach from Mantri Square, Sandeep Runwal from Runwal Group, Nikhil Chaturvedi from Prozone, and I S Narula from Ishanya.

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