RAYMOND (READY TO WEAR- SUITS)

PRODUCT
Raymond a name that has over eight decades set a perfect
example of consumer's trust into its offerings, and into the
company's determined faith in the quality of its product.
And now these values have been extended to the range of
readymade garments - 'Raymond Ready-To-Wear Suitings
and Shirtings.
Raymond (Ready-To-Wear) is a premium formal wear
brand which is positioned to offer classic garments with
perfect fit and inviting styles to the Global Indian.
The brand reflects the persona of a confident, classy, discerning, and an intelligent man. The brand targets
the person who is well educated, well traveled and above all is sensitive and caring. Virtues like these
make him the complete man in true sense of the word and this brand Raymond ready to wear suits is
therefore meant for the elegant and `classic-man'.
The Suits, offered by the brand are made out of finest fabrics with superior precision and sophisticated
embellishments that give a rich feel and super fit. Superior craftsmanship attention to detail makes the
product a pleasure to wear.
The strategy of Raymond is to sell the brand through multi-brand outlets (MBOs) which is where the
typical tier 2 and tier 3 customer shops
Raymond ready to wear address a higher age group 'Taking advantage of its strong distribution network
(170 Raymond stores and16,000 points of retail), Raymond will ensure its new readymade brand reaches
consumers.'
Raymond Suits offers various bunch of benefits to its consumers such as

Bunch of Tangible benefits- Quality Fabric, Fitting, Variety, Stylish, and Reliable.
Bunch of Intangible benefits- Confidence, Comfort, Brand trust, Classic feel, Safe.

PRICE-

Among the brands Raymond Ready to wear sales

contributed about 17 per cent of total sales as of
December 2015.

Made-to-measure services are

premium offerings where a customer walks into a

showroom, chooses a pre-measured fabric and has his
measurements taken. The company customizes the
offerings so that it has a factories finish and feel
according to the customers' requirements. Tailoring
for

such

pieces

is

done

at

the

company's

Bangalore/Mumbai unit. Currently, the company

focuses on office areas in Mumbai. Services might be
extended to areas dominated by large housing
societies. Delivery time would vary between 10 to 15 days at par with its retail store delivery timings.
Made-to-measure shirts are priced around Rs. 1,800 a piece while trousers are ranged Rs. 2,500 onwards.
Suits are priced Rs. 20,000 onwards..
The price of the product is different at each level of distribution.
The distributors sell goods to different wholesalers at the price at which he gets minimum 15% to 20%
profit.
Similarly wholesaler earns 10% to 15% profit by selling goods to retailer. And the retailer earns 5% to
10% profit on each product.
The consumers does not get any profit on product , but the consumers are being offered with various
offers such as Discounts, various festivals offer, buy one and get one free offers, gift on monthly
purchases.

PLACE-

Raymonds fabrics and apparels are sold through an array of distribution network employed by the
company .It consists of a mix of distributors, wholesalers, retail touch-points, The Raymond Shop outlets
and EBO(Exclusive Brand outlet). Owing to its superior brand equity and brand recall status, the brand is
stocked and available in around 18,000 retail touch points spanning from metro, tier-1, tier-2, tier-3, tier-4
and tier-5 towns.
Strong distribution is a prerequisite for any consumer-led model and Raymond has created strong entry
barriers for competitors in this regard. It has an enviable distribution setup that is a blend of wholesalers,
distributors, MBO touch points, EBOs and its own famous store brand, The Raymond Shop.
The brand is present in more than 400 towns across class-1 to class-5 towns and cities, is retailed through
over 18,000 touch points including exclusive Raymond brands available in 762 retail stores (612 The
Raymond Shop outlets and 150 EBOs), covering over 1.5 million square feet of retail space. Since
Raymond enjoys strong brand equity and recall, it has franchisees operating even out of tier-3, tier-4 and
tier-5 cities.

PROMOTIONSitting pretty on top of the Rs 1,600 crore worsted textiles market with 60% share, Raymond always had
an imagery of being premium. Today there are other brands like Reid & Taylor and Siyaram in the space,
but Raymond still commands a lion's share. The premium positioning also makes it inspirational, which is
why Raymond has a wide variety of products across price points. From common man to the rich one,
Raymond has a suit for all men.

Raymond ads are mostly focused for upper middle class. But despite its premium
imagery Raymond has patrons across all social economic strata. "We have always
taken care to not showcase Raymond as an elitist brand. Emotions and relations are
the same across people and that is why the ads connect well," The intent to cut
across is also the reason why Raymond ads have never used a celebrity.
Like virtually every brand today, Raymond is also present on Facebook,, Instagram
and other social platforms and uses the platform to connect with its customers. The
91-year-old brand does this by either putting up regular styling tips on its page or
activities like the recently concluded model hunt.
To promote its ads, Raymond tripled its television advertising budget. It also took
sponsorship for the biggest properties such as Indian Premier League and World
Cup. The company is also aggressively pushing its loyalty programmed Raymond
Rewards, which now has over two million members.

Raymond is now available online on Amazon, Jabong and Myntra to get access to
markets that shop online. Last year in October, it also launched its online store,
RaymondNext.com, which integrates all the Raymond products under one ecommerce platform.