Breaking Myths
November 17, 2014
A brand with the legacy of classical look and formal attire now takes on a fresh approach which aims at a wider target audience. While the merchandise collection at Raymond has started addressing newer targets, the myths rooted in the brand's history still remain. Creating a new imagery for the brand, Raymond has come up with dual themed windows- Colours of Wool and Ready to Wear to bring alive the vibrant colours of the wool range and showcase its ready to wear collection.
While its classic collection and brand image dictates it to be a formal wear brand aimed at an age group of over 30, their merchandise has started speaking to the younger generation in the recent years
This campaign is also a sequel to the Summer of Wool campaign which presents wool as material which can be worn in summers and available in vibrant shades too.
Although the brand has always been associated with fabrics as their USP, this window display attempts to reposition Raymond as a leading player in the ready to wear category as well.
