Ready To Woo
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.
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.
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