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‡ A luxury brand is an outstanding brand,
justifiably priced highly and destined, at
least primarily, to a select group of the
social-economic elite.

‡ Luxury is not about un attainability

 Ä Basic facts
‡ Luxury is relative

‡ The standard of luxury is mutable

K Broad categories of luxury brands
‡ Sumptuous products
(Cars, Jewelry & Watches, Fashion & Accessories, Cosmetics
Makeup & Fragrances, Food & Beverages, Cigars & Cigarettes,
Furniture, Magazines, Home ware & Electronics, «)
‡ Exclusive services
(Banking, Financial services, Insurance, Cellular, Airlines, Clinics,
Consulting)
‡ Luscious retail spaces
(Stores, Chains, Shopping centers, Malls, «)
‡ Illustrious Places
(Restaurants, Bars, Clubs, Hotels, Resorts, Housing projects,
Offices/commercial complexes, «)

‡ Prestigious organizations
(Brotherhoods, selective membership,«).
@
 


‡ More layers of luxury than ever before to
match new levels of affluence

‡ luxury buyers are now somewhat less

interested in purchasing uniform symbols
of status / identity and they opt for
developing an individual style and
expressing themselves in original ways
‡ There are more "out of class" purchases
now, both upwards and downwards.

‡ There's a trend towards spending more on

luxury experiences rather than goods

‡ There are more luxury hits now and fewer

classics
@
  


‡ There are 16 usages that consumers
have for luxury brands, a stable set of
benefits that motivate us to buy.
Feel special and apart from the crowd.
Feel superior and privileged.

Feel of value and importance.

Exercise ability and freedom ("I can afford it", "I can
do that").

Reward themselves for efforts and achievements.

Console one and recuperate from a setback or
misfortune.

Signal status and command acknowledgement and

respect.
Demonstrate refinement, connoisseurship and /or
perfectionism.
Delight the senses, experience pleasant sensations and
feelings or create an infrastructure for future favorable
experiences.

Participate in a certain group and lifestyle.

Signal affiliation and belonging.

Remind oneself of one's "real" (aspired?) identity.

Enflame hope and mobilize motivation and energy.

Indulge and pamper oneself, take care of oneself.

Feel loved, taken care of and even spoiled.

Show feelings of gratitude, admiration or great affection.

 „ Lasting levels of luxury
Signature brands ±
Most expensive brands in their category.
Personal creations, one of a kind, signed by a highly
acclaimed authority
(an outfit created by Tom Ford, a home designed by Frank
Gehry)
Supreme brands ± These are products that are
produced in limited series, often hand crafted
(a Rolls Royce Phantom 101EX car, the service at Tiffany &
Co., or a night at the Ritz Hotel in Paris)
High End brands ± High quality mass production
(from a BeoCenterÄ music system by Bang & Olufsen to G
Collection chocolate pieces by Godiva)
@





 


Luxury is nonessential.

Luxury is "hard to get".

Luxury is superb, inspiring feelings of wonder and

excitement.
10 Eternal principles for developing
and managing a luxury brand:
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always expresses zealousness for quality, highly
held values or even an ideology, a distinctive
culture, together with sense of hedonism, passion
for life, and a free spirit

A luxury brand will always be linked with the circle

of those who "run the world" at that certain period
of time ± and with the success symbols of the time.

Behind a luxury brand there are often legends of

eccentric genius creators
A luxury brand is never managed in a
democratic way, but rather with authority or
even with dictatorship, by a genius creator

A luxury brand must be rare or difficult to

reach in some way

Luxury brand consumers expect to be

distinguished from all others
FASHION BRANDS
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‡ Define a desirable brand, meaningful to consumers
‡ Engage trends that are more closely associated with consumers and the
brand.

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‡ Roll-out products/collections that directly connect with consumers.

‡ ð 
‡ Develop/implement visual merchandising that incorporates meaningful
activators -
‡ Themes, symbols, colors, verbiage, graphics.

‡ " #
‡ Improve interaction between product managers, brand managers and other
‡ team members.
È   
- The Principal driven by the subconscious and
conscious decision making process.

- The Tool :
Knowledge
Understanding of the Range of Drivers,
End motives and how they work.

It allows us to:
- Define meaningful brands
- Define effective consumer activators

The Perfect Example

Spring/Summer Ä008 Trends ³The Bond Girl´
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The Principal -- driven by the subconscious

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‡ It takes a  
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reflective system to override the
subconscious, the automatic system

‡ The same happens when fashion

consumers consider/review brands and
collections
The  
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person riding an elephant:

The elephant ambles for the most part on

ð ± driven primarily by subconscious
drivers and end motives, invisible emotional
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iPhone fulfills desire for power/ status which equates = a

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Match the trend with consumer motivation = stimulate the
consumer to buy a brand or product.
Go beyond demographics (eg female Ä0-„0 years) via

 "

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Use symbolism/imagery and product attributes to reinforce
the trend.
Make it meaningful to the consumer & create a strong
brand identity.

‡ ð 
Enhance teamwork ý the collaborative process.
Create a unified vision = build and sustain brands.
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romance (love and beauty) with winning, power and
physical action.


 



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 with a to action, more extroverted

= Bond girls vs fantasy romance

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Acquisition of the The Raymond Woolen Mills in

the early 40s
‡ Started primarily manufacturing cheap and
coarse woollen blankets, and modest quantities
of low priced woollen Fabrics

‡ With a gradual phase of technological

upgradation and modernization; started
producing woollen Fabrics of a far superior
quality matching World Class Standards
w

± To be known as the leaders in

Worsted Suiting

± Driven by high quality

± Building a long term equity with

consumers across generations
Our Values
Trust Leadership Quality
Excellence
Have evolved to provide

WARDROBE SOLUTIONS

‡ Pioneer in creating and building

homegrown fashion brands
- Park Avenue (premium formal wear)
± Parx (premium casual wear)
± Manzoni (luxury lifestyle)
± Zapp (premium infant and kids wear)
± Color Plus (premium smart casual
wear)
± Notting Hill (popular segment)
Today even as the brand keeps
evolving through its cuts, styles,
apparels and collections, one thing
has remained unchanged over time
is ±

@
 

  





2
The Market - Then

‡ RMG in the organised sector ±

virtually non existent

‡ Corporate Dressing ± restricted to

Presidents & CEO of the corporate
world

‡ Raymond sensed an opportunity

seeing global trends
The Market ± 90s

‡ Indian economy begun to open up

‡ Started to integrate ourselves with
the world
‡ The corporate environment in
India was changing
‡ People begun to Dress Up
‡ RMG begun to be accepted
History
‡ Launched in 1986
‡ Amongst Indias first RMG brands
‡ Born in the ³License Raj´ ± a
period wheninvestments in Plant &
Machinery was low
‡ Raymond Heritage
‡ Took on the values of ± trust,
integrity, quality, excellence
The Progress
‡ Pioneered the concept of ³Complete
Wardrobe Dressing´
‡ Shirts, Trousers, Suits, Jackets,
Accessories, Safari Suits««
‡ Strengthened its market profile,
outstanding quality, bonds with the
consumer
Inspite of increased competition«. Park
Avenue continue to grow and hold its own
Product

The product line rests on 4 pillars ±

Business, Travel, Evening, Leisure

‡ Mirrors our need to be dressed

formally at different times but yet
dressed differently each time
‡ Ensures a Corporate dressing
solution for all times
Product

‡ Subtle nuances differentiate the products

‡ There is a USP in all of them«.. Common
thread to bind them together

‡ Sub brands have been created to appeal

to a niche audience as well as act as a
differentiator

‡ Ä collections a year. Keeps in mind the

diverse needs of consumers pan India
Products
‡In house design studio with inputs from
studio in Italy. Creates superior designs as
per needs of the Indian consumers

‡ Backed by use of innovative fabrics and

technology ± 100% eco friendly
Bamboo fibre, Nanotechnology in suits &
shirts,
Autofit trousers, Odourshield suits,
Comforta suits««
Distribution

‡ „80 Raymond Shops across the

country
‡ Ä0 Exclusive Stores
‡ 600 Multi Brand Outlets
‡ All Large Format chains
‡ Shop in Shop in some key outlets
 POSITIONING
‡Key consumer insight ± What I
wear/what I am seen in, emphasize my
persona. It is important to look and feel
good.

‡ My appearance is my visiting card

‡ Park Avenue makes me look my best

across all occasions of business
thus«.Helps me PLAY THE LEAD
 Advertising

‡ Always remained premium and

product centric
‡ The product is the Hero
‡ Lifestyle driven
‡ Drives hard at product benefits
 Way Forward
‡ Park Avenue will continue to exploit
opportunities available to grow the equity
‡ Launched Park Avenue Woman ± catering
to the increasing no of woman in the
corporate sector wearing western formals
‡ In the near future will expand to
International markets ± starting with areas
with a sizable Indian population
‡ Launched in 1999 in the casual wear segment as VFM

TODAY
‡ Is positioned as the premium casual lifestyle brand
‡ A single brand offering a complete innovative range of
garments for life ³beyond work´

‡ The brand is available in the following categories:

± Apparels : Shirts, Trousers, Polos,
Jeans, Jackets, Pullovers

± Accessories : Belts, Socks, Caps, Mufflers, Shoes

POSITIONING
Launched in 199„
‡ Is positioned as the SMART CASUAL brand
‡ The brand is available in the following
categories:
± Apparels : Shirts, Trousers, Polos,
Pullovers
± Accessories : Golf Accessories, Shoes, Belts,
Wallets
Launched in Ä001
‡ Is positioned as the Luxury
Lifestyle brand
‡ The brand is available in the
following categories:
± Apparels : Suits, Shirts, T-shirts,
Jackets, Trousers
± Accessories : Shoes, Belts,
Wallets, Cufflinks, Ties