“Khadi by Raymond is a portfolio expansion, evolving with the Changing Mindsets of our Consumers” says Madhu Dutta – Raymond Ltd

The nine decades old Raymond recently launched a new TVC titled “The Story Re-spun”, which was Conceptualized to introduce “The Khadi Collection by Raymond.” The film feature positions Khadi as a fashionable fabric and to promote the eloquent Indian handy craft “Khadi”. Raymond has synergized the Indian craft of Khadi with their fashion expertise to curate captivating designs hereby changing the perception on Khadi.

Ms. Madhu Dutta, Head Marketing, Raymond Ltd. interacted with tvnews4u.comto share an in-depth perspective about the new TVC and The Khadi Collection by Raymond.

Excerpts:

Q. What is the Strategy behind the transformation of Raymond’s Shirting & Suiting to Khadi fabrics?

Being in the fashion business and as a men’s fashion retailer, it is always required we keep evolving and we need to keep moving forward, and ensure our customers are delighting, end of the day we need to bring the best to consumers. We have always brought the best to our consumers.

Over the years, consumers have started to think differently, not particularly in terms of clothing and fashion but for any industry for that matter, keeping that in mind we have brought about this transformation, for every man who is fashion conscious, if you see in the last 5 to 6 years their mindset has changed and Raymond’s being a brand that has offered a fashionable wardrobe for a complete man, we ensure we offer the best to the consumers. When we refer to occasions, that itself has changed now, earlier occasions would only be wedding but today that not the case, we have several occasions that can be classified as formal, casual occasions, we are attending a wedding, we are going out for dinner, casual meetings and so on. Everyday people are particular of taking their personal time away from work and chill out as a family space, there are like multiple occasion.

So the transformation is made, in view to cope up with the multiple occasion needs apart from the smartly dressed in fine fabrics look and to evolve along with the changing mindsets of our consumers.

Q. Talking about the campaign “Story of Respun” what is the objective of this and whom do you want to target?

The brand that has been offering you fine fabrics, now offers Khadi too. We have come up with Khadi shirts, suiting , ready to wear shirts, unstitched material, Kurti, trousers range.   Khadi is an integral part of all of us, it’s part of our history, people have some pre conceived notions that Khadi can only be worn as a Kurtha or a typical bungee, Khadi is a sense of pride and so why should it be restricted only to a certain way of people perceiving it. It has huge potential , beyond just a fabric Khadi is pride of every Indian and there is an amazing craftsmanship involved as it’s handcrafted.

When asked what fabric represents India,  I am sure that 9 out of 10 people say its Khadi, there is so much of value in it. Keeping in mind the mindsets of today consumers, as a fashion brand we want to make it relevant for today. We have taken the concept of spinning and said through this campaign that this Raymond’s way of representing Khadi, our designers have worked with artsits , and various designers throughout India, to make the Khadi that is available in multiple design options and the altogether a new theme of Khadi, with different variety.

We want to take Khadi to all of a different level of perception and wanted to make people understand that Khadi can be worn in so many different manners, and not just a Kurtha, bringing to the forefront being a fashion sensitive brand, it just opens the people mind that Khadi can be worn as a trouser, a cocktail jacket and so on, We just wanted to explore many options with Khadi.

It’s very delightful to make use of Khadi this way especially with the tropical weather in India, it is very easy and comfortable, and we have not thought about it. We wanted to delight our customers in terms of bring something new of which we are proud of.

Q. This film looks like a recreation of Dhandi March, does it have a notion to connect with Gandhiji’s Dhandi march in anyway?

We had a one line creative thought of having the march as a metaphor of walking on the fashion ramp. The films portrays the nuances of the how it has been our sense of pride, it’s a different way of visually narrating the story. The basic thought was to have a connect with the historical Dhandi march and the walk on the fashion ramp.

Q. By promoting or inclining to Khadi, do you think that Raymond’s primary products of Shirting & Suiting will be taken a beating ?

As a brand being leader in textile for so  many years, we always wanted to expand our portfolio, like how we have expanded from formal suits and shirts to party & casual wear, we have expanded to Khadi. To meet the changing consumer demands we have to offer the products of their choice and to make the consumer consider me across all occasion I have to stay updated and have a very vast offering to choose from. Earlier during weekday when you travel out of work you opt to wear the same outfit and travel, but today things have changed and consumers take that effort to get dresses differently for different occasions. Every occasion needs a different attire and people take an effort to do that. So to live up to my customer’s expectation I have portfolio expansion is a must. Today,When a consumer walks in, he should be offered a wide range of variety and delight him with the variation that he expects.

Q. On Marketing front, will it be a Digital Video or it will be a 360 degree withpresence in across all platforms?

Its already on TV , Digital and all other mediums. We wanted to reach out to our relevant customers and hence we are there in all touch points with our customers across platforms.