ASSIGNMENT 2

Aim: To prepare case study of visual merchandising of a selected product/brand showroom .

Methodology:
1.Select a popular product/ brand.
2.Prepare a case study of a showroom retailing that product/ brand based on the 4 elements of
visual merchandising, viz., store exterior, store layout (make a floor plan), store interior and
interior display.
3.The visual merchandising features should be explained alongwith pictures detailing each
element.

Brand Selected: Raymond Ltd.

Type public company
 Raymond Ltd is largest integrated manufacturer of
Industry Textiles
fabric in the world based in Mumbai, Maharashtra.It
Founded 1925, Thane,Mumbai, India
has over 60% market share in suiting in India. It is
Founder Vijaypat Singhania
also the India's biggest woollen fabrics maker. Headquarters Mumbai, Maharashtra
 Textile division of the company has a distribution Key people Sanjay Behl (CEO), Gautam
network of more than 4,000 multi-brand outlets and Singhania, Chairman &
over 637 exclusive retail shops in the domestic market Managing Director
itself. 
 Suitings are available in India in over 400 towns through 30,000 retailers and an exclusive chain
is present in over 150 cities across India. 
 It was listed as India's most trusted apparel brand by The Brand Trust Report in 2015.
1. Raymond Shop at JK House, Mumbai: The textile and apparel major is constantly innovating and
re-innovating to attract more and more consumers. Last year, in a stunning display of visual
merchandising,

 Raymond created a “live” display window to showcase a new fabric, Techno Stretch, at JK
House in Mumbai.

 The brand created a larger than life backdrop against which there were two artists posing as
mannequins to wearing techno stretch outfits and break into dance forms that tested the ultimate
stretch of the fabric. This act created a huge talking point at windows there by increasing walk-
ins and overall sales of the offering,”
2. Raymond Shop at Forum Mall, Banaglore: The Raymond Shop at Forum Mall has been one of
their top performing stores. The store was due for a revamp.

 The requirement for the addition of special categories like the suit lounge and ethnic zone was
the perfect opportunity to look at redesigning and renovating the store to bring about the desired
freshness.

 There was additional floor space that was being added to the store that was also utilized to create
a Made to Measure section that has in the past been the highest contributor to the store.

 Spanning across 5500sqft, the store is a single foot plate space which offers complete wardrobe
solutions to'The Complete Man'.

 The merchandise ranges from a wide range of fabric in both suiting and shirting. It also offers
casual wear and formal wear in the readymade category, while special occasion wear in the
formal and ethnic segments have been highlighted through specially created zones in the store. A
custom tailoring section and Made To Measure are specialized services that the store offers.

 The final layout of the store is the outcome of alignment of the design team with an external
architect. The signature elements of the store mainly highlight strategic use of Raymond Red
across specific details like the facade, furniture and other displays. 

 "The store fascia available was in an 'L' shape.

 To maximize visibility they have showcased The Raymond Shop sign as well as communicate
the presence of Made to Measure. They have created Box windows with the main signage at the
center above the entrance.

 In order to grab the attention of the passerby's a signage has been created using the latest LED
technology, while the Raymond Red element has been imposed to the window through a running
band.

 Also, the Made to Measure window is partially open allowing a peek into the in-store sections.

Contemporary merchandising designs and specially created zones reflect the brand values and
create an international appeal.

 The store offers ethnic and occasion wears through specially designed lounges in order to create
a specific ambience.

 Largely the use of materials like veneer, glass and Duco/PU finish has helped to generate a
distinct and contemporary look to the store.

 As for the store's lighting strategy, Sushil Wakde, Head, Projects, Raymond Ltd. explains,
"Lighting has been designed to bring out the best features of the garments on the shop floor. The
store flaunts white and yellow lamps which highlight the accurate features of the fabric on
display.”

 A lot of detailing has gone into creating special customer interaction zones and the fitting rooms
are large and well lit with adequate seating facilities.

 Further, imported wall paper distinguishes this section from the others.

 Multiple POS points have also been created to enable smooth operations on high traffic days.

"There were many aspects around which the VM strategy for the store was designed. Starting
with the product, designing the elevations for the various categories. The store staff along with
the regional VM team put in great efforts to create some perfectly crafted displays, working on
the lines of color blocking, layering and cross merchandising.
"This concept is a part of the design strategy that they have been following across their flagship
stores set up in varied regions. At present, eight of their flagship stores have been designed on
similar lines which include the NDSE, Delhi, Vijayawada and Bangalore Phoenix Market City store
among others.

3. Raymond First Ceremonial Store in Mumbai :

 The store spans across 2,300 sq. ft. This is our first Raymond Ceremonial store and going
forward, we will start opening more in metropolitan cities.

 The Raymond Ceremonial store is a minimalistic in nature, with a touch of class and modernity.
Eighty percent of the material used in the store can be recycled – a design innovation we are
proud of.

 Ethnic wear stores require warm, white lighting which is used in Raymond Ceremonial store.
The idea is to make the garment stand out and showcase the elements of design.

 We have created high-points inside the store which have a cluster of bust forms and mannequins
with a modern outlook, so as to move away from the traditional dressed up mannequin look and
instead go in for a cluster of colour blocks which look more elegant.
 his store has a mezzanine floor which has been converted into a lounge. This was created since
ethnic wear purchases take around 2-3 hours, entire families are involved, and they need a place
to sit and check out our collections.
 Also, while the groom is trying on his outfits, his family needs to be engaged. We engage them
by playing Indian music which is very ethos-based, use the best perfumes in the store, and offer
extraordinary hospitality to our customers. Overall this creates a very warm feeling for the whole
family. The groom is delighted with these offerings which sets him in a positive mood.
 The sales staff is trained to show the groom accessories – safas (turbans), necklaces and dupattas
– to the groom once he selects his garments and increase sales by 20 percent. In the end, the idea
is to provide excellent customer service and improve sales along with it.
Raymond’s spectacular festive window epitomizes the spirit of Christmas and takes the ebullient mood a
notch higher.