Company: Raymonds
Agency : Dentsu Marcom
Brand Analysis Count : 331
Park Avenue is one of the most respected textile brand in India. The brand wh
ich was launched in 1986 redefined the ready to wear segment in India.
Park Avenue is a lifestyle brand known for its quality formal wear. The brand is also an example of a brand which was built on print media.
Park Avenue and Raymonds comes from the same company. While Raymonds catered to an older mature executives , Park Avenue focused on younger crowd who are fashion conscious but also needs to wear ultra formal wears . This was visible in the nature of the communication. This brand is for those who look for classic formal wears.
Indian menswe
ar market is estimated to be around Rs 37,000 crore ( businessline 2007) and of which 35 % constitutes the apparels.
Park Avenue built the brand around its distribution strength . The brand is sold through a strong dealer network consisting of multi brand outlets and exclusive outlets. .
Park Avenue built its brand around the print media while Raymonds is known for its television campaigns. Park Avenue is also a brand which understood the power of using foreign models for the ad campaigns. Indian consumers has a penchant for foreign models. Further foreign models gives an upmarket image for the brand.
Besides using aggressive commercials, the brand also emphasis on innovation in style and fabric. Since the brand is a formal wear , the emphasis is on creating elegance which the brand has succeeded .
In 2007, the brand extended itself into women's wear which is Rs 2700 crore market.The brand is targeting the Rs 450 crore premium western wear market. This market is growing at a rate of 20% owing to the changing Indian demographics.
The brand has a tagline "Play the Lead ". I think that the brand is trying to attract those young corporate leaders. However, the ads does not highlight this theme. Most of the ads of Park Avenue focuses on the classic style and quality.
Park Avenue offers its customers a complete range of clothes and accessories including personal care products. Although the personal care products are not promoted, surprisingly the range is highly affordable.
As a customer , what I like about Park Avenue is the quality and the value that this brand offers. Unlike brands like Louis Phillippe or Color Plus, Park Avenue does not have a tag that shows off the brand. But wearing this brand creates a classic formal look for the customers.
ich was launched in 1986 redefined the ready to wear segment in India.Park Avenue is a lifestyle brand known for its quality formal wear. The brand is also an example of a brand which was built on print media.
Park Avenue and Raymonds comes from the same company. While Raymonds catered to an older mature executives , Park Avenue focused on younger crowd who are fashion conscious but also needs to wear ultra formal wears . This was visible in the nature of the communication. This brand is for those who look for classic formal wears.
Indian menswe
ar market is estimated to be around Rs 37,000 crore ( businessline 2007) and of which 35 % constitutes the apparels.Park Avenue built the brand around its distribution strength . The brand is sold through a strong dealer network consisting of multi brand outlets and exclusive outlets. .
Park Avenue built its brand around the print media while Raymonds is known for its television campaigns. Park Avenue is also a brand which understood the power of using foreign models for the ad campaigns. Indian consumers has a penchant for foreign models. Further foreign models gives an upmarket image for the brand.
Besides using aggressive commercials, the brand also emphasis on innovation in style and fabric. Since the brand is a formal wear , the emphasis is on creating elegance which the brand has succeeded .
In 2007, the brand extended itself into women's wear which is Rs 2700 crore market.The brand is targeting the Rs 450 crore premium western wear market. This market is growing at a rate of 20% owing to the changing Indian demographics.
The brand has a tagline "Play the Lead ". I think that the brand is trying to attract those young corporate leaders. However, the ads does not highlight this theme. Most of the ads of Park Avenue focuses on the classic style and quality.
Park Avenue offers its customers a complete range of clothes and accessories including personal care products. Although the personal care products are not promoted, surprisingly the range is highly affordable.
As a customer , what I like about Park Avenue is the quality and the value that this brand offers. Unlike brands like Louis Phillippe or Color Plus, Park Avenue does not have a tag that shows off the brand. But wearing this brand creates a classic formal look for the customers.
How do you think online marketing using web 2.0, being more interactive compares to television and print marketing. We have started our own corporate blog (mahindrauniverse.com). I would like to get your views on it.
ReplyDeletehmm, but how well does it stack up against a dockers or an indigo nation? esp considering that its a category that has more generic competition than specific?
ReplyDelete@manu, dockers have a different image. park avenue is more a formal brand hence i think it will do better in the coming days
ReplyDelete