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
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.