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Raymonds India

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  1. 1. R aymond 172, RASHBEHARI AVENUE KOLKATA - 700 029 PHONES : 2466 6267/2466 7240 SHOP THE
  2. 2. Some words about… Visual Merchandising
  3. 3. Exterior design <ul><li>Signing :- </li></ul><ul><ul><li>Name of store “ The Raymond Store ” </li></ul></ul><ul><ul><li>Selling ‘Brand names’ </li></ul></ul><ul><ul><li>Logo- </li></ul></ul><ul><li>Marquee :- Not present. </li></ul><ul><li>Entrance :- </li></ul><ul><ul><li>Open front with stairs </li></ul></ul><ul><ul><li>A Gatekeeper to welcome </li></ul></ul><ul><li>Windows :- </li></ul><ul><ul><li>2 ‘no back’ windows. </li></ul></ul><ul><ul><li>One changed to ‘close back’ using backdrop. </li></ul></ul>
  4. 4. Entrance
  5. 5. Overall Appearance <ul><li>Size:- 2000 sq. feet. </li></ul><ul><li>Permanance:- </li></ul><ul><ul><li>Brand since 1925 </li></ul></ul><ul><ul><li>Store over 30 years </li></ul></ul><ul><li>Definition from neighbours:- </li></ul><ul><ul><li>Separately maintained foothpath and garden in front </li></ul></ul><ul><li>Nature of Merchandise:- Men’s wear & accessories </li></ul><ul><li>Target Customers :- Upper middle class to Upper class </li></ul><ul><li>Store character :- Formal Business Class look </li></ul>
  6. 6. Atmospherics <ul><li>Smell:- </li></ul><ul><li>Sound:- Continuous soft Trans-music playing on </li></ul><ul><li>Touch:- Freedom to touch and choose the product </li></ul><ul><li>Sight:- </li></ul><ul><ul><li>White lighting overall the store </li></ul></ul><ul><ul><li>Yellow lighting for focusing fashion accessories </li></ul></ul><ul><ul><li>Cutouts advertising new range of products </li></ul></ul><ul><ul><li>Posters showing all categories of products available </li></ul></ul>
  7. 7. Product Display Plan <ul><li>Readymade garments on right hand side of the entrance and at centre </li></ul><ul><li>Dress Materials on the left hand side. </li></ul><ul><li>Upholstery at left back. </li></ul><ul><li>Coats & suits at the right back & back. </li></ul><ul><li>Fashion accessories at the centre </li></ul><ul><li>Socks, under wears, belts, handkerchief near the cash counter </li></ul>
  8. 8. Product Display Mechanism <ul><li>Shirts displayed on glass and wooden racks along the wall – 4x4x10x7 </li></ul><ul><li>Shirts, T-shirts, Trousers arranged on glass tables with layers – 4x6x3x10 </li></ul><ul><li>Denim wear and new arrivals best suit on mannequins </li></ul><ul><li>Coats & Suits hanged by hangers along the wall </li></ul>
  9. 9. Product Display Mechanism glass and wooden racks along the wall glass tables with layers mannequins hangers along the wall
  10. 10. Product Display Mechanism <ul><li>Tie, Belt placed using small projections along the pillars </li></ul><ul><li>Hanky, Underwear, Socks, kept in metal rack near counter </li></ul><ul><li>Upholstery & dress material presented </li></ul><ul><li>Fashion accessories kept on small racks along pillar or on glass tables </li></ul>
  11. 11. Product Display Mechanism small projections along the pillars small racks along pillar
  12. 12. Layout Patterns <ul><li>Grid system:- For dress materials and upholstery </li></ul><ul><li>Free Flow system :- For readymade garments and fashion accessories. </li></ul>
  13. 13. Product Display Categorization <ul><li>Brand names – Park Avenue, Parx, Color Plus, etc </li></ul><ul><li>Product type – Shirts, T-shirts, Trousers, Coats & Suits, Tie, socks, wallet, etc </li></ul><ul><li>Product editions – Platinum, Celebration, Evening wear, E-washable,etc </li></ul><ul><li>Sizes – Small-XXL (Shirts),28”-48” (Trousers), etc </li></ul><ul><li>Shades – Grey, light blue,monochrome, vibrant , etc </li></ul>
  14. 14. Window display <ul><li>2 large open glass windows at two sides </li></ul><ul><li>The left window which was larger and dominant was decorated beautifully with a mannequin and a backdrop. </li></ul><ul><li>The theme for the window was ‘Perfect Wedding’ </li></ul><ul><li>The right window had a mannequin displaying formal wears from PA. </li></ul>
  15. 15. Interior Display <ul><li>Wall displays different range of products available </li></ul><ul><li>Mannequin at windows and inside </li></ul>
  16. 16. SOME XTRA INFORMATION <ul><li>Separate ‘Tailoring Section’ present in the shop </li></ul><ul><li>No.of trial rooms:3 </li></ul><ul><ul><li>1 for tailored garments </li></ul></ul><ul><ul><li>2 for readymade garments </li></ul></ul><ul><li>1 Toilet present </li></ul><ul><li>Total no.of mannequins- 7 </li></ul><ul><li>Total no. of employees-20 </li></ul><ul><li>The shop has got two awards for best selling in the year ranges of 1999-2001 & 1996-1998 </li></ul><ul><li>It is now competing with its direct neighbour ‘Stile’ which sells the same brands and is of similar status. </li></ul>
  17. 17. A report on Product Range
  18. 18. Brands Selling <ul><li>Park Avenue - Formal readymade garments & accessories for men.It has recently bagged the &quot;Most Admired Brand&quot; and &quot;Most Admired Trouser Brand&quot; awards. </li></ul><ul><li>Parx - The semi formal and casual range of cottons, blends and denim wear catering to the smart, fashionable and comfortable clothing segment. </li></ul><ul><li>Color Plus - Premium casual wear in high quality natural fibres like cotton and linen, in superior mixed and performance oriented weaves. </li></ul>
  19. 19. Brands Selling <ul><li>Manzonni - The luxury range of men’s shirts and ties acknowledged for its high quality and international styling. </li></ul><ul><li>Raymond - Premium Suiting Fabric- for Suits, Jackets, Trousers and Ethnic-wear </li></ul><ul><li>Premium - &quot; Family Favourite &quot; brand with cosmetic products like Room Fresheners, Talc, Eau- de-Cologne, Shaving Cream, After shave lotion, Perfumes, Soap and Shampoo. </li></ul>
  20. 20. <ul><li>Shirt (Fine Tech) – Rs. 1099. </li></ul><ul><li>Shirt (Platinum) – Rs.1595-1795 </li></ul><ul><li>Shirt (Evening wear) – Rs.1499 onwards </li></ul><ul><li>Shirt (Giza) – Rs. 1199/- Rs. 1499/-. </li></ul><ul><li>Trousers – Rs. 899/- to Rs. 3999/-. </li></ul><ul><li>Suits (PA) – Rs. 5499/- to Rs. 10999/-. </li></ul><ul><li>Evening Suits (PA) – Rs.3799/- to Rs. 6999/-.   </li></ul>
  21. 21. <ul><li>Tie (PA) – Rs.1079 </li></ul><ul><li>Handkerchief – Rs. 120 </li></ul><ul><li>Simple Leather belt (PA) – Rs. 599-899 </li></ul><ul><li>Wallet (PA) – Rs. 965 onwards </li></ul><ul><li>Frenchies (PA) – Rs 199 onwards </li></ul><ul><li>Vests (PA) – Rs. 249 onwards </li></ul><ul><li>Socks (PA) – Rs.125 onwards </li></ul>
  22. 22. Classic Giza Shirt Fine Tech Shirt Business Suit Evening Suit Leisure Wear
  23. 23. <ul><li>Half sleeve Shirt (Celebration) – Rs. 1099 </li></ul><ul><li>Half sleeve Shirt (Vivid) – Rs. 999 </li></ul><ul><li>Shirt (Allure) – Rs. 1049 onwards </li></ul><ul><li>Shirt (Resort) – Rs. </li></ul><ul><li>T-shirt (Polos) – Rs. 499/- to Rs. 899/-. </li></ul><ul><li>T-shirt (Racer’s Club) – Rs </li></ul><ul><li>Trouser (Corduoroy) </li></ul>
  24. 24. <ul><li>Trouser (E- washable) – Rs.1 049/- 1299/- </li></ul><ul><li>Trouser (Denim) – Rs. 899/- 1199/-. </li></ul><ul><li>Jacket (Denim) – Rs. 699/-899/- </li></ul><ul><li>Fabric Belt (Perx) – Rs. 225 </li></ul><ul><li>Cap (Perx) – Rs. 249 </li></ul>
  25. 25. Celebration Shirt E-washable Trousers Allure Shirt Denim Trousers Racer’s Club T- Shirt
  26. 26. <ul><li>Shirt (Torour) – Rs. 2495 onwards </li></ul><ul><li>T-shirt (Purple Club) – Rs 2495 </li></ul><ul><li>Hat (CP) – Rs. 999 </li></ul><ul><li>Simple Leather belt (CP) – Rs. 599-899 </li></ul><ul><li>Designed leather belt (CP) – Rs. 900-1200 </li></ul><ul><li>Socks (CP) – Rs. 198 </li></ul>
  27. 27. <ul><li>Shirts (Mz) :- Rs.3499/- onwards </li></ul><ul><li>Trousers (Mz) :- Rs 3499 onwards. </li></ul><ul><li>Suits (Mz) – Rs 14999/- 22,999 </li></ul><ul><li>Leather bags (Mz) – Rs. </li></ul><ul><li>Wallets (Mz) :- Rs. </li></ul>
  28. 28. Shirt & Trousers Shirt & Trousers Shirt & Trousers Suit
  29. 29. <ul><li>Cotton – Rs 158/m – 300/m onwards </li></ul><ul><li>Terrycotton – Rs. 158/m- 700/m </li></ul><ul><li>Polycotton – Rs 361 – 487/m </li></ul><ul><li>Linen-blended fabrics – Rs 468 – 575/m </li></ul><ul><li>Poly Viscose – Rs 221 – 500/m </li></ul><ul><li>Polyester – Rs 569 – 639/m </li></ul><ul><li>Blend of superfine polyester & </li></ul><ul><li>Super 100s merino wool – Rs 1782 –1890/m </li></ul><ul><li>Poly wool – Rs. 300 –15000/m </li></ul><ul><li>Super 200s Pure merino wool category to </li></ul><ul><li>Super 160s Super 160s category - Rs. 12000 – 28000/m </li></ul>
  30. 30. <ul><li>Room Fresheners </li></ul><ul><li>Talc </li></ul><ul><li>Eau-de-Cologne </li></ul><ul><li>Shaving Cream </li></ul><ul><li>After shave lotion </li></ul><ul><li>Perfumes </li></ul><ul><li>Oil </li></ul><ul><li>Soap </li></ul><ul><li>Shampoo. </li></ul><ul><li>A combined collection pack – Rs 14,75 </li></ul>
  31. 31. Thank You “ Feels like Heaven, Feels like Raymond ”