The Ray­mond Shop

A brand with the legacy of clas­si­cal look and for­mal at­tire now takes on a fresh ap­proach which aims at a wider tar­get au­di­ence. While the mer­chan­dise col­lec­tion at Ray­mond has started ad­dress­ing newer tar­gets, the myths rooted in the brand’s his­tory stil

VM&RD - - CONTENTS - Mansi Lavsi

Ray­mond as a brand has al­ways cho­sen to ex­press it­self sub­tly, al­low­ing its mer­chan­dise and her­itage to do the talk­ing. While win­dow dis­plays are usu­ally not Ray­mond’s forte as a mode of brand ex­pres­sion, the brand re­cently launched two unique win­dow dis­play themes. . Ac­cord­ing to the brand, th­ese con­cepts are a path­way for Ray­mond to grab the at­ten­tion of a younger crowd as well. While its clas­sic col­lec­tion and brand im­age dic­tates it to be a for­mal wear brand aimed at an age group of over 30, their mer­chan­dise has started speak­ing to the younger gen­er­a­tion in the re­cent years . The win­dow dis­play themes em­ployed here are a high street an­nounce­ment of the iden­tity change they wish to prop­a­gate. ‘Colours of Wool’ is a part of their mar­ket­ing cam­paign which fea­tures as a TV com­mer­cial as well. The idea was to break the myth that wool is a for­mal fab­ric and is avail­able only in neu­tral colours like grey, off-white, black, navy etc. Wool as a ma­te­rial is long as­so­ci­ated with Ray­mond, where the brand does in­tense R&D with wool as a ma­te­rial, to come up with fine qual­ity mer­chan­dise. This cam­paign is also

a se­quel to the Sum­mer of Wool cam­paign which presents wool as ma­te­rial which can be worn in sum­mers and is avail­able in vi­brant shades too. This win­dow cam­paign aims at show­cas­ing a new avatar for Ray­mond and break­ing myths about the brand as well as wool. The ‘Ready to Wear’ win­dow dis­play is a for­mal an­nounce­ment about the ready to wear col­lec­tion at Ray­mond. Although the brand has al­ways been as­so­ci­ated with fab­rics as their USP, this win­dow dis­play at­tempts to re­po­si­tion Ray­mond as a lead­ing player in the ready to wear cat­e­gory as well. This man­i­fests in the form of a mock wardrobe, where a mono­chrome tem­plate poses as a wardrobe with an ac­tual ready to wear gar­ment setup as the point of fo­cus. At Ray­mond, this sea­son is all about em­brac­ing changes, open­ing mind­sets and thereby break­ing myths.

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