How Max Mara Fashion Group informed, engaged, and aligned their entire workforce

Through the implementation of an employee app, Max Mara Fashion Group connected 5,500+ employees and has over 3,700 employees actively using the app per week.

Modern building with expansive; mobile screen on right showing Max Mara Style Challenge posts featuring an employee app, with updates and news.

Headquarters:

Reggio Emilia, Italy

Founded:

1951

Company size:

5,500+

Industry:

Retail

Max Mara Fashion Group

Through passion, commitment, and tradition, Max Mara Fashion Group is recognized worldwide as a forerunner of modern prĂŞt-Ă -porter fashion. Since 1951, the group has designed, manufactured, and distributed fashion through a total of nine brands. Today, they have a network of over 2,500 stores and more than 5,500 employees working across the globe.

Black and white photo of a factory with workers in uniforms outside, some playing in a circle, and delivery vans parked nearby.

Challenges for Max Mara Fashion Group

Headquarters icon

One central way to communicate

Having a dispersed workforce with employees spread across 105 countries, Max Mara Fashion Group needed one platform that would connect their employees centrally.

Worldwide, world

Worldwide collaboration

With so many employees spread across different locations, Max Mara Fashion Group needed a solution that would enable more than 50 editors worldwide to collaborate and share information.

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Relevant information

One of the biggest challenges Max Mara Fashion Group faced was providing relevant, timely information to employees. They needed to offer comms that focused on their employees location, role, company, and brand.

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Branding and customisation

Max Mara Fashion Group needed a platform that reflected their brand values and traditions. They were on the hunt for a solution that would offer the ability to completely customize the app in terms of structure and branding.

Results in Numbers

5,500 +

Employees worldwide

79 %

Adoption rate

80 %

Monthly active users

A mobile-first solution that informed, engaged, and aligned an entire workforce

Max Mara Fashion Group’s mobile employee app, MMFG People, is a user-friendly mobile application that engages, connects, and encourages collaboration among their 5,500 dispersed employees spread across 105 countries.

Three mobile screens showing social media posts: a book club, new media stories, and a special meeting announcement with related images and text. E,ployee app.

How Max Mara Fashion Group Informed, Engaged, and Aligned Their Entire Workforce

A One-Stop Hub for Internal Comms

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The greatest unexpected benefit:

One of the biggest successes of Max Mara Fashion Group’s MMFG People App has been the ability to connect and engage their entire workforce during the pandemic. In March 2020, when the Covid-19 began shutting down headquarters and retail stores, the HRM Department was able to respond efficiently and effectively to provide daily information, protocols, and dedicated e-learning courses to their employees.

Exterior of a Max Mara store with mannequins in the window displays and a modern, geometric facade.

The aim is to stay connected to our employees in this delicate period by not only communicating government and company regulations, but to also engage with them about cultural initiatives such as virtual events, home fitness, food challenges, etc. What we are most proud of is that our team acknowledges that the most important aim of our app is to stay connected to our employees.”

Logo of Max Mara Fashion Group with "Max Mara" in bold dark gray and "Fashion Group" in lighter gray, on a white background.
HRM Director
at Max Mara Fashion Group
Fashion store interior of Max Mara with mannequins in camel-colored coats, a display table, and racks of clothing. Modern design with soft lighting.

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