Raymond, the premier textile brand, has launched a very interesting marketing move- launching of Raymond Whites. Raymond Whites is a collection of white shirts and the brand has smartly made it a very interesting proposition. ( Hat tip - blog from my colleague Prof. Padmanabhan).
Now every formal menswear brand has a collection of white shirts. White is a preferred formal wear color and is in every executive's wardrobe. What Raymond has done is to make it a talking point for the brand. The brand has done it by launching the collection with an astounding proposition - 100 styles. Can you believe it ? 100 styles of one color !! It is not difficult but Raymond has smartly marketed ( and owned) it.
Now I am not saying that this is going to be a game changer move. But for Raymond, this campaign would help in many ways.
Primarily this collection and campaign will reinforce the position of Raymond as a very Stylish Corporate wear brand.The emphasis of 100 styles will also project Raymond as a brand which is innovative and stylish - both these traits are very critical in this business.
The Raymond brand is facing stiff competition from Madura Fashions The competing brands like Van Heusen and Louis Philippe are moving ahead with a focus on innovation. Van Heusen is focussing on innovation and Louis Philippe is positioned as Perfect Shirt. So Raymond has to up the ante.
The Raymond Whites has definitely succeeded in capturing the attention of consumers. The launch campaign is well made and creates a premium feel for the collection.
Watch the TVC here : Raymond Whites ad
With a price range of Rs 2500, Raymond Whites is well set to own a very important color in the corporate work wear category.
With the popularity of white for formal clothing (and "white" parties are sure to have contributed to this), it is a savvy idea for branding and to stand out from some other large competitors.
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