Raymond, the name is synonymous with the values of trust, heritage &excellence. A name that has over eight decades(80 years) epitomizedconsumers trust into its offerings into the companys unflinching faith inthe quality of its product. 2
HISTORYo1925 – Juggilal Kamlapati Singhaniia Setup of The Raymond Woolen mill inthe area around Thane creek.o1944: Lala Kailashpat Singhania took over The Raymond Woolen Mill. Themill was primarily making cheap and coarse woolen blankets, and modestquantities of low priced woolen fabrics.o1958 - The first exclusive Raymond Retail showroom, Kings Corner, wasopened in 1958 at Ballard Estate in Bombay.o1964 - Setup of a new Combing Division. This was followed by a phase ofvertical integration, facilitating in the processing of multi-fibres andtechnology improvements to make blended fabrics.
HISTORYo1968 - Raymond setup a readymade garments plant at Thane. Thereadymade garments division of Raymond has since then grown rapidly.Raymond has now become the leader among ready-mades, inIndia, achieving a business turnover of over Rs. 2000 million.o1980: Vijaypat Singhania took over the reins of the companyo1986 - Launch of "Park Avenue", the premium lifestyle brand providing acomplete wardrobe solution to the men.o1990 - The first showroom abroad for Raymond in Oman.
HISTORYo1991 - A new manufacturing facility was set up at Chhindwara, near Nagpuro1996: Raymonds denim; focusing on quality, innovation and the creationof exclusive products that have always caught the eye of some of theworlds leading denimwear brands. Raymond today ranks amongst the top 2producers of ring denim in Indiao2006 Launch of Zapp! our kidswear brand with first store in Ahmedabad.o2007 Entered into Joint Venture to retail premium brand ‘GAS’ in India.o2007 Launch of new brands for women’s wear
LEADERSoStarted in 1925 by Juggilal Singhania with his son KamlapatiSighaniaoAgain carried forward by Vijayapt Sighania (son of KamlaptSighania) and he retired in 2000.oNow taken over by Gautam Hari Sighania (current chairmanand managing director of raymond group) and now it is at itspeak.
LEADERSJUGGILAL SINGHANIA KAMLAPATI SIGHANIA VIJAYAPT SIGHANIA GAUTAM HARI SIGHANIA
COMPANY’S PROFILEoRaymond limited is a leading Textile and Apparel company ofRevenue 1,339 crore (US$242.36 million)(2010).oThe company is led by CEO Gautam Hari Singhania(Presentchairman and managing Director of RAYMOND’GROUP OFCOMPANY) great grandson of the companys founder.oA 100% subsidiary of Raymond Limited, Raymond ApparelLtd. (RAL) ranks amongst Indias largest and most respectedapparel companies.oWith over 60% market share in India, Raymond Ltd. is one ofthe largest integrated manufacturer of worsted fabric in theworld.
COMPANY’S PROFILEoThe companys Textiles division, which accounts for 50percent of group turnover, produces more than 31 millionmeters of wool and wool-blended fabrics each year.oRaymond is a major supplier to the global textileindustry, providing fabrics and completed garments to morethan 50 countries, including the NorthAmerican, European, Middle East, and Japanese markets.oRaymond has long been an integrated textilesgroup, including production of its own branded clothing.
COMPANY’S PROFILEoRaymond operations include a 50 percent stake in the J.K.Ansell joint venture, which produces condoms under theKama Sutra brand.oRAYMOND opened its first foreign Raymond shop, inOman, in 1990.oA joint venture with the Cotonificio Honegger S.P.A., (part ofGruppo Zambaiti), Raymond Zambaiti Ltd. produces cottonshirting fabrics.oA 50:50 Joint Venture with European denim major, UCONV, Raymond UCO Denim Pvt. Ltd. engaged in the business ofmanufacturing and marketing of denim fabrics.
GARMENT TECHNOLOGYoRaymond utilizes the latest technology in its three plants -with over 350 weaving looms and 48,000 spindles -worsted, woolen and polyester-viscose.oThe plants have their own wool combing capacity, to takecare of their entire requirements.oRaymond has its in-house R&D facility which continuouslyupgrades technology and develops newblends, designs, weaves and finishes.oRaymond has created the world’s finest worsted suitingfabric from the finest wool ever produced in the world – theSuper 240s fabric made of 11.6 micron wool.
BRAND PORTFOLIOoRAYMOND PREMIUM APPAREL is a premium formal wearbrand which is postioned to offer classic garments withimpeccable fits and inviting styles to the Global Indian.Theproduct is made only from premium Raymond fabrics.oPARK AVENUE is a premium contemporary formal wearbrand and the single largest formal and occasion wear brandin India. Park Avenue has been constantly reinventing itselfsuccessfully addressing the changing needs of the consumer– whether in formalwear, relaxed work wear, heritage wear orevening wear.
BRAND PORTFOLIOoPARK AVENUE WOMAN is a complete range of BusinessWear for women. ‘Park Avenue Woman’ is designed speciallyfor the working women professionals of today.oCOLORPLUS is among the largest premium category smartcasual wear brand in the country. The company acquired byRaymond caters to the growing demand for a high-end, casualwear brand in India. Some of the technological innovations byColorPlus are thermo-fused buttons, golf ball wash, softjeans, wrinkle free technology, stain-free fabric, and cone dyedtechnique.
BRAND PORTFOLIOoPARX is a premium casual lifestyle brand, which ispositioned to cater to the needs of consumers who are lookingfor dressing up for life across occasions and events. Parxmakes available the latest international trends throughdifferentiated designs and styles. It has always been part ofthe consumer who is looking at making lifestyle statements.oNOTTING HILL reflects style and manifests originality oftodays fashion-conscious and discerning youngprofessionals at an affordable price. With exceptionalfits, styling and colour range. Notting Hill promises to be aninstant hit with the young working professionals.
BRAND PORTFOLIOoMakers is a fabric brand from the house of Raymondtargeting the ever growing Tier 3 to 5 town consumers who areno longer living in the shadow of their metro counterparts butare increasingly gaining more disposable income as well asthe confidence to make it big and be successful.
oLaunched in 1986.oPark Avenue provides stylish and innovative wardrobe solutions towell-dressed gentlemen.oPark Avenue evolved into an innovation brand offering leadingnew styles to the corporate world and won the Most InnovativeBrand at the Lycra Images Fashion Awards 2008.oThe name "PARK AVENUE" was influenced by an elite, highstreet in Manhattan and is one of the most prestigious brands in theRaymond Apparel Ltd. portfolio.
oIn 2000 the brand came up with the new positioning tagline- „StartSomething New‟. The brand launched a new print and televisioncampaign in order to shed its old image and target the youngentrepreneurs who were emerging in the booming IT era. It realizedthat these young consumers wanted to be different and break awayfrom the traditional ways to start something new.oNow tagline of the brand is “Play the lead”.oToday Park Avenue is among Indias leading Mens "Ready MadeGarment" brand. It enjoyed the Raymond Heritage and took thevalues of trust, integrity, quality and excellence.
•Park Avenue launched Womens range in 2007 catering to theneed in the western formal wear segment. Innovation has been thebrands major strength.•The Park Avenue womens collection appeals to the dynamiclifestyle of today‟s fashion-conscious working woman by adding anelement of function to fashion.•The corporate wear trousers are designed with stylizedwaistbands and the exquisite evening wear casts a spell offlamboyance with chic satin dresses.
STORE STOCKS & ANALYZING TROUSER: Size Range(cm): 76-108 Price Range: Rs 1199-Rs 3000 (and above) Price range according to the fabric composition Terry cotton: Rs1199-Rs1499 Terry wool: Rs1900-Rs2500 Pure wool: Rs3000 and above. Zippers from YKK.
ANALYSING BRAND EXTENSIONS oACCESSORIES: While extending into accessories, Park Avenue leveraged its expertise in clothing and the association that consumers make with looking good in a corporate/formal environment. Thus we believe that this is a natural extension for the brand to give consumers the full range of formal dressing-right from clothes to belts and shoes. oMEN‟S TOILETRIES: Men‟s toiletries are an extended part of a man‟s looks. We believe that there are products in this category which fit in line with the brand Park Avenue. By doing this, they have made an attempt to evolve into a brand that not only cares about your clothing, but rather a brand that stands for complete male grooming. Thus in this category the company is not leveraging its expertise (clothing) but rather is leveraging its image as a classy male grooming brand.
SHIRTS MANUFACTURING oSpecial attention is paid on operations like armhole seam with single needle machines. oCompany possess the capability of manufacturing complete shirts using single needle machines. oOil free sewing machines and a dust free environment ensure spotless whites and light color shirts. oThreads, interlinings, buttons and other embellishments are sourced from the best suppliers across the globe to offer our customers the highest quality products. oThe layout of the manufacturing line has sufficient flexibility to adapt to smaller runs and style changes. This flexibility permits the manufacture of both fused and non-fised collars and cuffs as per the customer requirements.
TYPES OF COLLAR oA rounded collar - youthful, casual. oA Straight Point Collar - versatile, correct and works with any suit. Collar points are moderate in length - 2.5" to 3". oThe Spread Collar - English in origin, elegant and dressy oA Button Down - least formal option. Casual, does not work with a very authoritative suit. Incorrect with the formality of a double breasted style conventionally. Worn with casual business suits or sports jackets. oA Tab collar - has fabric tabs that snap together behind the tie knot. Elegant, formal. Does not work with short or thick necks. oA contrasting white collar on a colored or striped shirt is formal and elegant.
RAYMOND’S TROUSER SPECIFICATION oTrousers are distinguished with different styles of cuts in the waist area, and in the manner in which they are cut and shaped down the legs. Generally they come with a flat front, or with pleats. oThe pleating of trouser fronts is a twentieth-century innovation, perhaps necessitated as the trouser moved away from being nearly skin-tight to being cut wider. Comfort was a clear need as well. Pleats offer additional roominess when a man is sitting down or placing his hands in his pockets. Trousers generally have a flat, single or double pleat. oFlat front trousers - slimming. Not forgiving to body bulges. Modern in choice. oSingle Pleated - popular, conservative, classic o. oDouble pleated styles - generally camouflage tummy and thigh fullness - traditional in choice. oTriple Pleated styles - while existent, it might be too full for most, especially shorter men.
RAYMOND’S SUITS SPECIFICATION The four-button suit makes The classic three-button jacket The three-button suit. The norm a fashion statement, worn in which the first lapel rolls before the sixties, now largely in Italy and other high on the chest. considered fashionable. fashion centers of Europe. Typically worn with the top two buttoned
RAYMOND’S SUITS SPECIFICATIONThe two-button single-breasted Single breasted blue blazer The traditional double-breastedsuit. The best selling style in blazer best with grey trousers.America since JK wore them in his campaign against Nixon!
RAYMOND’S SUITS SPECIFICATION Classic black tuxedo worn Unusual white tuxedo worn with with black trousers white trousers.
STP SEGMENT Formal wear for men and women TARGET GROUP Young urban corporate men and women POSITIONING Premium Stylish and innovative
SWOT ANALYSIS oPark Avenue boosts of a wide distribution network with presence in more than 580 The Raymond Shops„. o35 Exclusive Brand Stores of Park Avenue. oExclusive Woman brand stores and more. o than 400 Multi-Brand Outlets makes easy availability. oPark Avenue is the one of the leading brands in the men‟s wear segment. oThe brand uses Aggressive advertisements andSTRENGTH boasts of superior quality and design.
SWOT ANALYSIS oCompetition from standalone specialty stores. oGlobal presence of the brand is limited as comparedWEAKNESS to a few other international brands. oEntry into tier 2 and tier 3 cities. oCollaboration with foreign players because of a national brand.OPPORTUNITY oSpecial offers for corporates and business institutions. oIncrease competition in the domestic market due to a large number of formal wear apparel brands coming up.THREATS oChanging rules and regulations in the fabric industry.
COMPETITORSoAllen and Solly.oLouis Philippe.oArrow.
OUTLET SURVEY REPORT LOYALITY TO THE BRAND 15% RECENTLY SIX MONTHS 10% ONE YEAR 60% 15% MORE THAN ONE YEAR
OUTLET SURVEY REPORT PROBLEMS WITH TRIMS 25% YES NO 75%
OUTLET SURVEY REPORT BRAND PREFERANCE OTHER THAN RAYMONDS 15% REID & TAYLOR 15% SHIYARAM OTHERS 70%
OUTLET SURVEY REPORT VISIT FREQUENCY OF THE CUSTOMERS 0% ONCE A WEEK 40% ONCE A MONTH REGULARLY 55% OCCASSIONALY 5%
OUTLET SURVEY REPORT CUSTOMERS SERVICE 0% 10% 15% 10% OUTSTANDING GOOD AVERAGE POOR SATISFACTORY 65%
OUTLET SURVEY REPORT ADVERTISING MEDIA 10% 5% 15% FRIENDS TELEVISION NEWSPAPER INTERNET 70%
OUTLET SURVEY REPORT 0% STORE ENVIRONMENT 0% 0% 25% OUTSTANDING GOOD AVERAGE SATISFACTORY 75% POOR
OUTLET SURVEY REPORT VISUAL PRESENTATION OF RAYMONDS 0% 10% 10% OUTSTANDING 20% GOOD AVERAGE SATISFACTORY POOR 60%