Max Mara



Max Mara is an Italian fashion business established in 1951 in Reggio Emilia, Italy. Today it is now one of the biggest fashion houses in the world marketing up-market ready-to-wear clothing. The Group is now present in 105 countries with more than 2,500 single-brand stores and over 10,000 multi-brand stores.


Max Mara requested CCS to provide frontline skills training to Australian store managers to manage the increase of difficult and aggressive customers in the last 2-3 years post the pandemic. The outcomes were to provide understanding and skill strategies to defuse aggressive interactions, learn how to say no effectively, improve self-management and the application of best practice dialogue techniques when managing customer expectations.



Retail customers for a high-end brand can come with a range of expectations from quality of product and service to their perception of how the salesperson prioritises their specific needs. The team at Max Mara needed practical and tactile solutions that could be simply employed in stressful interactions with customers. CCS customised the training workshop to be retail relevant with plenty of examples, activities as well as support material to enable post course learning reinforcement.


This training resulted in upgrading the knowledge, confidence and skills for each of the store managers to assess and adopt the most effective approach to match the unique demands of a difficult customers. It also enabled the team to adopt a consistent and strategic approach by creating a common language and method of analysing the behavioural drivers involved.

“The materials and the knowledge are very useful. Extended my previous thoughts and visions. The examples and the strategies are quite realistic and will be great to share with the team.”

Max Mara Store Manager

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