The right fit
Let’s step briefly into the past. Most special occasions—a wedding, a promotion, going abroad for higher education, a retirement party—involved the purchase of a new Raymond suit. A visit to the local showroom usually involved poring over bales of fabric, discussions with the salesperson and family to identify the right shade, and then taking it to the family tailor who would then measure and stitch a fine suit for ‘the complete man.’
Cut to the present. A customer strolling into any of the brand’s new-age stores can choose the right fabric/apparel through devices such as the iPad. Understanding the need to offer a one-stop solution, the brand now offers tailoring solutions too; one can even select the style of cuffs and collars to stitch a custom-made shirt. Often, three generations can be seen shopping for their wardrobe needs at the same store.
How has the brand managed to achieve this? Thought leadership, as one of the articles in this issue explains, is the ability to spot previously unseen or hidden relationships in complex situations. Brands today are in an unenviable position. On the one hand, they have to maintain their ethos to retain their existing customers, while on the other they need to embrace newer realities to grow their market base. They need to stay true to their principles— enduring ideas that provide clarity on what the brand stands for, to both the company and its customers.
As you read through the cover story, you will see that Raymond’s leadership position and success for the most part is because it did not waver from its brand promise. A simple strategy but one which many others failed to understand and implement.
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Happy Reading! ■
poornima subramanian | senior editor