complete information about raymonds and park avenue based on retail unit. all the report is collected from retail house survey.

2. Raymond, the name is synonymous with the values of trust, heritage &
excellence. A name that has over eight decades(80 years) epitomized
consumer's trust into its offerings into the company's unflinching faith in
the quality of its product.
2

3. HISTORY
o1925 – Juggilal Kamlapati Singhaniia Setup of The Raymond Woolen mill in
the area around Thane creek.
o1944: Lala Kailashpat Singhania took over The Raymond Woolen Mill. The
mill was primarily making cheap and coarse woolen blankets, and modest
quantities of low priced woolen fabrics.
o1958 - The first exclusive Raymond Retail showroom, King's Corner, was
opened in 1958 at Ballard Estate in Bombay.
o1964 - Setup of a new Combing Division. This was followed by a phase of
vertical integration, facilitating in the processing of multi-fibres and
technology improvements to make blended fabrics.

4. HISTORY
o1968 - Raymond setup a readymade garments plant at Thane. The
readymade garments division of Raymond has since then grown rapidly.
Raymond has now become the leader among ready-mades, in
India, achieving a business turnover of over Rs. 2000 million.
o1980: Vijaypat Singhania took over the reins of the company
o1986 - Launch of "Park Avenue", the premium lifestyle brand providing a
complete wardrobe solution to the men.
o1990 - The first showroom abroad for Raymond in Oman.

5. HISTORY
o1991 - A new manufacturing facility was set up at Chhindwara, near Nagpur
o1996: Raymond's denim; focusing on quality, innovation and the creation
of exclusive products that have always caught the eye of some of the
world's leading denimwear brands. Raymond today ranks amongst the top 2
producers of ring denim in India
o2006 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

6. LEADERS
oStarted in 1925 by Juggilal Singhania with his son Kamlapati
Sighania
oAgain carried forward by Vijayapt Sighania (son of Kamlapt
Sighania) and he retired in 2000.
oNow taken over by Gautam Hari Sighania (current chairman
and managing director of raymond group) and now it is at its
peak.

7. LEADERS
JUGGILAL SINGHANIA KAMLAPATI SIGHANIA VIJAYAPT SIGHANIA GAUTAM HARI SIGHANIA

8. COMPANY’S PROFILE
oRaymond limited is a leading Textile and Apparel company of
Revenue 1,339 crore (US$242.36 million)(2010).
oThe company is led by CEO Gautam Hari Singhania(Present
chairman and managing Director of RAYMOND’GROUP OF
COMPANY) great grandson of the company's founder.
oA 100% subsidiary of Raymond Limited, Raymond Apparel
Ltd. (RAL) ranks amongst India's largest and most respected
apparel companies.
oWith over 60% market share in India, Raymond Ltd. is one of
the largest integrated manufacturer of worsted fabric in the
world.

9. COMPANY’S PROFILE
oThe company's Textiles division, which accounts for 50
percent of group turnover, produces more than 31 million
meters of wool and wool-blended fabrics each year.
oRaymond is a major supplier to the global textile
industry, providing fabrics and completed garments to more
than 50 countries, including the North
American, European, Middle East, and Japanese markets.
oRaymond has long been an integrated textiles
group, including production of its own branded clothing.

10. COMPANY’S PROFILE
oRaymond operations include a 50 percent stake in the J.K.
Ansell joint venture, which produces condoms under the
Kama Sutra brand.
oRAYMOND opened its first foreign Raymond shop, in
Oman, in 1990.
oA joint venture with the Cotonificio Honegger S.P.A., (part of
Gruppo Zambaiti), Raymond Zambaiti Ltd. produces cotton
shirting fabrics.
oA 50:50 Joint Venture with European denim major, UCO
NV, Raymond UCO Denim Pvt. Ltd. engaged in the business of
manufacturing and marketing of denim fabrics.

11. GARMENT TECHNOLOGY
oRaymond 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 take
care of their entire requirements.
oRaymond has its in-house R&D facility which continuously
upgrades technology and develops new
blends, designs, weaves and finishes.
oRaymond has created the world’s finest worsted suiting
fabric from the finest wool ever produced in the world – the
Super 240s fabric made of 11.6 micron wool.

12. BRAND PORTFOLIO
oRAYMOND PREMIUM APPAREL is a premium formal wear
brand which is postioned to offer classic garments with
impeccable fits and inviting styles to the Global Indian.The
product is made only from premium Raymond fabrics.
oPARK AVENUE is a premium contemporary formal wear
brand and the single largest formal and occasion wear brand
in India. Park Avenue has been constantly reinventing itself
successfully addressing the changing needs of the consumer
– whether in formalwear, relaxed work wear, heritage wear or
evening wear.

13. BRAND PORTFOLIO
oPARK AVENUE WOMAN is a complete range of Business
Wear for women. ‘Park Avenue Woman’ is designed specially
for the working women professionals of today.
oCOLORPLUS is among the largest premium category smart
casual wear brand in the country. The company acquired by
Raymond caters to the growing demand for a high-end, casual
wear brand in India. Some of the technological innovations by
ColorPlus are thermo-fused buttons, golf ball wash, soft
jeans, wrinkle free technology, stain-free fabric, and cone dyed
technique.

14. BRAND PORTFOLIO
oPARX is a premium casual lifestyle brand, which is
positioned to cater to the needs of consumers who are looking
for dressing up for life across occasions and events. Parx
makes available the latest international trends through
differentiated designs and styles. It has always been part of
the consumer who is looking at making lifestyle statements.
oNOTTING HILL reflects style and manifests originality of
today's fashion-conscious and discerning young
professionals at an affordable price. With exceptional
fits, styling and colour range. Notting Hill promises to be an
instant hit with the young working professionals.

15. BRAND PORTFOLIO
oMakers is a fabric brand from the house of Raymond
targeting the ever growing Tier 3 to 5 town consumers who are
no longer living in the shadow of their metro counterparts but
are increasingly gaining more disposable income as well as
the confidence to make it big and be successful.

16. BRAND PORTFOLIO

17. oLaunched in 1986.
oPark Avenue provides stylish and innovative wardrobe solutions to
well-dressed gentlemen.
oPark Avenue evolved into an innovation brand offering leading
new styles to the corporate world and won the 'Most Innovative
Brand' at the Lycra Images Fashion Awards 2008.
oThe name "PARK AVENUE" was influenced by an elite, high
street in Manhattan and is one of the most prestigious brands in the
Raymond Apparel Ltd. portfolio.

18. oIn 2000 the brand came up with the new positioning tagline- „Start
Something New‟. The brand launched a new print and television
campaign in order to shed its old image and target the young
entrepreneurs who were emerging in the booming IT era. It realized
that these young consumers wanted to be different and break away
from the traditional ways to start something new.
oNow tagline of the brand is “Play the lead”.
oToday Park Avenue is among India's leading Men's "Ready Made
Garment" brand. It enjoyed the Raymond Heritage and took the
values of trust, integrity, quality and excellence.

19. •Park Avenue launched Women's range in 2007 catering to the
need in the western formal wear segment. Innovation has been the
brand's major strength.
•The Park Avenue women's collection appeals to the dynamic
lifestyle of today‟s fashion-conscious working woman by adding an
element of function to fashion.
•The corporate wear trousers are designed with stylized
waistbands and the exquisite evening wear casts a spell of
flamboyance with chic satin dresses.

20. STORE STOCKS & ANALYZING
FORMAL SHIRTS:
Size Range(cm): 39(S), 40(M), 42(L).
Price Range: Rs 1299-Rs 2300.
Varieties of shirts available:
Wrinkle free
Non-Iron

21. STORE STOCKS & ANALYZING
FORMAL SHIRTS

22. 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.

23. STORE STOCKS & ANALYZING
FORMAL TROUSERS

24. STORE STOCKS & ANALYZING
SUITING:
Size range(cm):90-108.
Price Range: Rs7000-Rs2500.
Manufacturing Unit: Silver Spark Apparel Ltd.
Composition: wool blend and wool silk.
Characteristics:
-Interlining with a high bonding strength.
-Special fusible to maintain roll of lapel.
- Premium lining .
- Anti-Static and moisture absorbent.
-Trouser:
-Waist band lining blind stitched.
-Half knee lining .

25. STORE STOCKS & ANALYZING
FORMAL SUITINGS

26. STORE STOCKS & ANALYZING
JACKETS:
Price Range – Rs4199-Rs8000.
Manufacturing Unit : Gokaldas Exports Ltd.
Fabric Compositions:
100% linen
Poly wool viscose (65:17:18),(60:20:20)
Wool silk (60:40).
Poly viscose(78:22)
Polyester Rayon
Accessories:
Neckties: Price Range-Rs599-Rs1600.
Socks: Price Range-Rs155
Belts: Price Range –Rs990-Rs1050

27. STORE STOCKS & ANALYZING
FORMAL JACKETS

28. BRAND EXTENSIONS
ACCESSORIES:
oTies
oBelts
oShoes
oCufflinks
MEN‟S TOILETRIES:
oSoaps
oDeodorants
oAftershave
oShaving Cream
oTalcum Powder
oGels

29. BRAND EXTENSIONS
ACCESSORIES

30. BRAND EXTENSIONS
MEN‟S TOILETRIES

31. 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.

32. ADVERTISEMENTS

33. ADVERTISEMENTS

34. ADVERTISEMENTS

35. ADVERTISEMENTS

36. 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.

37. 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.

38. TYPES OF COLLAR

39. 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.

40. RAYMOND’S TROUSER SPECIFICATION
TROUSERS

41. 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

42. RAYMOND’S SUITS SPECIFICATION
The two-button single-breasted Single breasted blue blazer The traditional double-breasted
suit. The best selling style in blazer best with grey trousers.
America since JK wore them in
his campaign against Nixon!

43. RAYMOND’S SUITS SPECIFICATION
Classic black tuxedo worn Unusual white tuxedo worn with
with black trousers white trousers.

44. STP
SEGMENT Formal wear for men and women
TARGET GROUP Young urban corporate men and women
POSITIONING Premium Stylish and innovative

45. 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 and
STRENGTH boasts of superior quality and design.

46. SWOT ANALYSIS
oCompetition from standalone specialty stores.
oGlobal presence of the brand is limited as compared
WEAKNESS 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.

47. COMPETITORS
oAllen and Solly.
oLouis Philippe.
oArrow.

48. OUTLET SURVEY REPORT
LOYALITY TO THE BRAND
15% RECENTLY
SIX MONTHS
10%
ONE YEAR
60% 15%
MORE THAN ONE
YEAR

49. OUTLET SURVEY REPORT
PROBLEMS WITH TRIMS
25%
YES
NO
75%

50. OUTLET SURVEY REPORT
BRAND PREFERANCE OTHER THAN
RAYMONDS
15%
REID & TAYLOR
15%
SHIYARAM
OTHERS
70%

51. OUTLET SURVEY REPORT
VISIT FREQUENCY OF THE CUSTOMERS
0%
ONCE A WEEK
40%
ONCE A MONTH
REGULARLY
55%
OCCASSIONALY
5%

52. OUTLET SURVEY REPORT
CUSTOMERS SERVICE
0%
10% 15%
10% OUTSTANDING
GOOD
AVERAGE
POOR
SATISFACTORY
65%

53. OUTLET SURVEY REPORT
ADVERTISING MEDIA
10% 5%
15% FRIENDS
TELEVISION
NEWSPAPER
INTERNET
70%

54. OUTLET SURVEY REPORT
0%
STORE ENVIRONMENT
0% 0%
25% OUTSTANDING
GOOD
AVERAGE
SATISFACTORY
75% POOR

55. OUTLET SURVEY REPORT
VISUAL PRESENTATION OF RAYMONDS
0%
10% 10%
OUTSTANDING
20% GOOD
AVERAGE
SATISFACTORY
POOR
60%

56. BIBLIOGRAPHY
WWW.RAYMONDINDIA.COM
WWW.RAYMONDGROUP.COM
WWW.RAYMONDSBRANDS.COM
STORE MANAGER INTERVIEW(ISCON MALL)
(AASHISH BHAI)
WWW.RAYMOND.IN

57. PRESENTATION BY : PRINCE KUMAR
57