Raymonds
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Transcript of Raymonds
Raymond172, RASHBEHARI AVENUE
KOLKATA - 700 029
PHONES : 2466 6267/2466 7240
SHOP
THE
Some words about…
Visual Merchandising
Exterior design
Signing :- Name of store “The Raymond Store ” Selling ‘Brand names’ Logo-
Marquee :- Not present.
Entrance :- Open front with stairs A Gatekeeper to welcome
Windows:- 2 ‘no back’ windows.
One changed to ‘close back’ using backdrop.
Entrance
Overall Appearance
Size:- 2000 sq. feet.
Permanance:- Brand since 1925 Store over 30 years
Definition from neighbours:- Separately maintained foothpath and garden in front
Nature of Merchandise:- Men’s wear & accessories
Target Customers :- Upper middle class to Upper class
Store character :- Formal Business Class look
Atmospherics
Smell:-
Sound:- Continuous soft Trans-music playing on
Touch:- Freedom to touch and choose the product
Sight:- White lighting overall the store Yellow lighting for focusing fashion accessories Cutouts advertising new range of products Posters showing all categories of products available
Product Display Plan
Readymade garments on right hand side of the entrance and at centre
Dress Materials on the left hand side.
Upholstery at left back.
Coats & suits at the right back & back.
Fashion accessories at the centre
Socks, under wears, belts, handkerchief near the cash counter
Product Display Mechanism
Shirts displayed on glass and wooden racks along the wall – 4x4x10x7
Shirts, T-shirts, Trousers arranged on glass tables with layers – 4x6x3x10
Denim wear and new arrivals best suit on mannequins
Coats & Suits hanged by hangers along the wall
Product Display Mechanism
glass and wooden racks along the wall
glass tables with layers
mannequinshangers along the wall
Product Display Mechanism
Tie, Belt placed using small projections along the pillars
Hanky, Underwear, Socks, kept in metal rack near counter
Upholstery & dress material presented
Fashion accessories kept on small racks along pillar or on glass tables
Product Display Mechanism
small projections along the pillars
small racks along pillar
Layout Patterns
Grid system:- For dress materials and upholstery
Free Flow system :- For readymade garments and fashion accessories.
Product Display Categorization
Brand names – Park Avenue, Parx, Color Plus, etc
Product type – Shirts, T-shirts, Trousers, Coats & Suits, Tie, socks, wallet, etc
Product editions –Platinum, Celebration, Evening wear, E-washable,etc
Sizes – Small-XXL (Shirts),28”-48” (Trousers), etc
Shades – Grey, light blue,monochrome, vibrant , etc
Window display
2 large open glass windows at two sides
The left window which was larger and dominant was decorated beautifully with a mannequin and a backdrop.
The theme for the window was ‘Perfect Wedding’
The right window had a mannequin displaying formal
wears from PA.
Interior Display
Wall displays different range of products available
Mannequin at windows and inside
SOME XTRA INFORMATION
Separate ‘Tailoring Section’ present in the shop No.of trial rooms:3
1 for tailored garments 2 for readymade garments
1 Toilet present Total no.of mannequins- 7 Total no. of employees-20 The shop has got two awards for best selling in the year ranges of
1999-2001 & 1996-1998 It is now competing with its direct neighbour ‘Stile’ which sells the
same brands and is of similar status.
A report on
Product Range
Brands Selling
Park Avenue- Formal readymade garments & accessories for men.It has recently bagged the "Most Admired Brand" and "Most Admired Trouser Brand" awards.
Parx- The semi formal and casual range of cottons, blends and denim wear catering to the smart, fashionable and comfortable clothing segment.
Color Plus- Premium casual wear in high quality natural fibres like cotton and linen, in
superior mixed and performance oriented weaves.
Brands Selling
Manzonni- The luxury range of men’s shirts and ties acknowledged for its high quality and international styling.
Raymond - Premium Suiting Fabric- for Suits, Jackets, Trousers and Ethnic-wear
Premium - "Family Favourite" brand with cosmetic products like Room Fresheners, Talc,
Eau- de-Cologne, Shaving Cream, After shave lotion, Perfumes, Soap and Shampoo.
Shirt (Fine Tech) – Rs. 1099.
Shirt (Platinum) – Rs.1595-1795
Shirt (Evening wear) – Rs.1499 onwards
Shirt (Giza) – Rs. 1199/- Rs. 1499/-.
Trousers – Rs. 899/- to Rs. 3999/-.
Suits (PA) – Rs. 5499/- to Rs. 10999/-.
Evening Suits (PA) – Rs.3799/- to Rs. 6999/-.
Tie (PA) – Rs.1079
Handkerchief – Rs. 120
Simple Leather belt (PA) – Rs. 599-899
Wallet (PA) – Rs. 965 onwards
Frenchies (PA) – Rs 199 onwards
Vests (PA) – Rs. 249 onwards
Socks (PA) – Rs.125 onwards
Classic Giza Shirt
Fine Tech Shirt Business Suit
Evening Suit Leisure Wear
Half sleeve Shirt (Celebration) – Rs. 1099
Half sleeve Shirt (Vivid) – Rs. 999
Shirt (Allure) – Rs. 1049 onwards
Shirt (Resort) – Rs.
T-shirt (Polos) – Rs. 499/- to Rs. 899/-.
T-shirt (Racer’s Club) – Rs
Trouser (Corduoroy)
Trouser (E- washable) – Rs.1049/- 1299/-
Trouser (Denim) – Rs. 899/- 1199/-.
Jacket (Denim) – Rs. 699/-899/-
Fabric Belt (Perx) – Rs. 225
Cap (Perx) – Rs. 249
Celebration Shirt
E-washable Trousers
Allure Shirt
Denim Trousers
Racer’s Club T- Shirt
Shirt (Torour) – Rs. 2495 onwards
T-shirt (Purple Club) – Rs 2495
Hat (CP) – Rs. 999
Simple Leather belt (CP) – Rs. 599-899
Designed leather belt (CP) – Rs. 900-1200
Socks (CP) – Rs. 198
Shirts (Mz) :- Rs.3499/- onwards
Trousers (Mz) :- Rs 3499 onwards.
Suits (Mz) – Rs14999/- 22,999
Leather bags (Mz) – Rs.
Wallets (Mz) :- Rs.
Shirt & Trousers Shirt & Trousers
Shirt & Trousers Suit
Cotton – Rs 158/m – 300/m onwards Terrycotton – Rs. 158/m- 700/m Polycotton – Rs 361 – 487/m Linen-blended fabrics – Rs 468 – 575/m Poly Viscose – Rs 221 – 500/m Polyester – Rs 569 – 639/m Blend of superfine polyester & Super 100s merino wool – Rs 1782 –1890/m Poly wool – Rs. 300 –15000/m Super 200s Pure merino wool category to Super 160s Super 160s category
- Rs. 12000 – 28000/m
Room Fresheners Talc Eau-de-Cologne Shaving Cream After shave lotion Perfumes Oil Soap Shampoo. A combined collection pack – Rs 14,75
Thank You
“ Feels like Heaven, Feels like Raymond ”