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 ”