R aymond 172, RASHBEHARI AVENUE KOLKATA PHONES : / 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: 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 mannequins hangers 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 & 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 Shirt (Platinum) – Rs Shirt (Evening wear) – Rs.1499 onwards Shirt (Giza) – Rs. 1199/- Rs. 1499/-. Trousers – Rs. 899/- to Rs. 3999/-. Suits (PA) – Rs. 5499/- to Rs /-. Evening Suits (PA) – Rs.3799/- to Rs. 6999/-.

Tie (PA) – Rs.1079 Handkerchief – Rs. 120 Simple Leather belt (PA) – Rs 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 SuitLeisure Wear

Half sleeve Shirt (Celebration) – Rs Half sleeve Shirt (Vivid) – Rs. 999 Shirt (Allure) – Rs 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 onwards T-shirt (Purple Club) – Rs 2495 Hat (CP) – Rs. 999 Simple Leather belt (CP) – Rs Designed leather belt (CP) – Rs 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 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 – 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 ”