Ready To Woo

VM&RD - - INDUSTRY -

With e-com­merce di­vert­ing trac­tion from re­tail stores, the value of an in-store ex­pe­ri­ence is com­mend­ably high. Ray­mond rose to ad­dress this op­por­tu­nity with its new Ready To Wear store at Vi­viana Mall, Mumbai. Eight sea­sons after launch­ing its Ready to Wear col­lec­tion, Ray­mond rushes to the re­tail scene with its RTW EBO.

When a brand de­cides to re­de­fine or en­hance its iden­tity, the tim­ing in the re­tail in­dus­try is of cru­cial im­por­tance. The cur­rent re­tail sce­nario de­mands an ex­pe­ri­ence-ori­ented store en­counter. Also, with a lot of com­pe­ti­tion in the mar­ket, Ray­mond is seem­ingly late in in­tro­duc­ing ex­clu­sive ready-to-wear stores. It was im­per­a­tive that they did some­thing that would be­hold the cus­tomer. Re­sult: a brand new iden­tity and an un­prece­dented ex­pe­ri­ence at the new store. “We wanted a store which ap­peals to the younger lot. For RTW, we’ve done a lot of pro­mo­tion through me­dia but we were miss­ing out on the re­tail con­nect. A lot of ef­fort goes in cre­at­ing th­ese gar­ments and the RTW store is nec­es­sary to showcase them in the right way,” says Na­gen­dra Pratap Singh, Head, Business De­vel­op­ment and Projects, Ray­mond.

En­try

An in­te­grated store­front glass film screen presents pro­jected mar­ket­ing and pro­mo­tional me­dia to at­tract in­ter­est from the mall cor­ri­dor. The com­plete glass façade showcases the store in its en­tirety. The store en­try is de­signed like a ‘Run­way’ with wood fi­bre board cre­at­ing a herringbone struc­ture from floor­ing through ceil­ing. The end of the run­way is marked with a dig­i­tal screen show­cas­ing run­way shows of the brand. The whole setup cre­ates a dra­matic ef­fect. Walk­ing through the ‘Run­way’ one passes by wal­nut clad Dio­ra­mas which fea­ture the brand’s sea­sonal looks. The store works on a no cash-counter prin­ci­ple. In a dig­i­tally driven re­al­ity, this store falls into place flaw­lessly. The store is de­signed in a 1,370 sq. ft space and can han­dle high vol­umes of mer­chan­dise. The cus­tomer can see only sin­gle pieces of mer­chan­dise dis­played to get a feel of how the prod­uct looks. The use of a magic mir­ror gives him an idea of how the mer­chan­dise would look on him. He is given a tablet on which he can make his choices. He is then guided to the lounge where he can re­lax or may be browse through cat­a­logues. The next point in his jour­ney would be the trial room where his choices as per sug­gested size are kept ready for him to try on. Once the se­lec­tion is made, pay­ment can be made on­line on the tablet and one can exit the store with the pur­chases.

De­sign

The ac­ces­sory dis­play area is fondly called the ‘Style Bar’ and showcases mer­chan­dise in its best pos­si­ble man­ner. They also pro­vide a place for cus­tomers and sales as­so­ciates to work to­gether to cre­ate a unique look. "Ray­mond Style Bar is de­fined by a new level of ser­vice, ex­pert styling and at­ten­tive tech­nol­ogy. This helps Ray­mond ready to wear es­tab­lish its unique and dis­tinct iden­tity. The Style bar is a mod­ern twist to the new Ray­mond store,” com­ments Sumeet Soni, Brand Di­rec­tor, Ray­mond RTW. The dis­plays cre­ated out of

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