Raymond changes tack; focuses on building 'The Raymond Shop' brand

After talking about the 'The Complete Man' for decades, the company has shifted focus to promoting its retail chain - The Raymond Shop.

Incorporated in 1925, Raymond has so far been known for its positioning, 'The Complete Man'. Now, however, the textile brand has decided to move ahead by talking about its retail chain -- The Raymond Shop.

What started as a small corner shop in Ballard Estate, Mumbai, five decades ago, has grown into one of the largest retail chains in the country, with more than 550 stores in over 200 cities. The retail chain houses the company's range of men's brands, such as Raymond, Raymond Premium Apparel, Manzoni, Park Avenue, ColorPlus, Parx and Notting Hill.

Speaking on the strategy for The Raymond Shop, Rakesh Pandey, president - retail and business development, Raymond, says, "While the brand Raymond has been popular for ages, our research reflected facts like most customers are not aware that brands like Manzoni, ColorPlus, Parx and Notting Hill are part of Raymond Group and are available at The Raymond Shop. Thus, through the campaign, we wanted to tell our consumer that the shop is a one-stop destination for men, as they can find a huge range and the other Raymond brands under one roof."

However, Pandey asserts that this is not the end of the road for 'The Complete Man'. According to him, "'The Complete Man' is the positioning for brand Raymond; and while the company keeps promoting its flagship brand, it will continue with the same positioning."

He adds that the new strategy for the company is to focus on promoting the shop. Thus, in an effort to talk to its consumers about The Raymond Shop, the company has recently launched a television commercial, which is slated to be followed by many more in future.

Created by RK Swamy BBDO, the television commercial, 'Come and See' starts with three young men trying various stitched clothes from brand Raymond; and then going on to try apparel from Park Avenue, Parx and ColorPlus.

As the brand changes, the TVC shows the three men wearing various styles of clothes, to further emphasise that the retail shop has a wide range of men's apparel, from suiting fabrics to readymade clothes. The commercial ends with the tagline, "Walk in with an idea, walk out with a wardrobe," which is the positioning of the retail chain. The background score of the TVC is based on the signature Raymond tune.

For Shailen Sohoni, COO, RK Swamy BBDO, it was important to change the perception of the consumer. He elaborates, "The idea of the commercial was to showcase the complete wardrobe range of casuals, smart casuals, formals and tailoring services, offered through various group brands under one roof at The Raymond Shop."

Need of the hour?

Is it rather late in the day for Raymond to move beyond its flagship brand to promote its other offerings? Or, is it a desperate attempt to give a fresh lease of life to its fading brand appeal?

According to Cajetan Vaz, an independent brand consultant, for ages, Raymond has only been talking about its flagship brand; thus, consumers are not aware of all the brands the company houses. For example, not many are aware that the company has a kids' brand, Zapp.

He opines, "The Raymond store is a great shopping destination; and that is what the company is talking about. I don't think the timing is wrong."

Kiran Khalap, co-founder, Chlorophyll Brand and Communications Consultancy feels that Raymond is an outdated brand, and the new commercial to promote the shop is a mere attempt from the company's side to give a contemporary look to the ageing Raymond brand.

However, Jagdeep Kapoor, chairman and managing director, Samsika Marketing Consultants opines that the timing of the promotion of the shop is absolutely correct, as modern retail formats are growing fast.

He explains, "Raymond is an extremely premium and aspirational brand with a large number of stores located in every corner of the country. It's about time for the company to show itself as a solution provider for men's apparel. Also, this highlights that Raymond from here is going to grow, as it has started paying attention to not one or two, rather all of its brands."

For ideation consultant, Vinay Kanchan, the campaign is a reinforcement exercise by the company. "Though people are aware of Raymond and all of its brands, it is important to remind them time and again," adds Kanchan.