Case 8: Raymond - The complete Man
Introduction Raymond Ltd., a heritage Indian textile and apparel company, has built strong brand equity over decades through its iconic positioning, “The Complete Man.” While the brand enjoys deep trust and leadership in suiting fabrics, it faces increasing pressure from global fashion brands, fast fashion players, and changing preferences of younger consumers. Central Issue How can Raymond retain its legacy brand strength while remaining relevant to younger, fashion-conscious consumers without diluting its core identity? Context and Background Founded in 1925, Raymond evolved from a textile manufacturer into an integrated lifestyle brand. Its business spans fabrics, ready-to-wear apparel, ethnic wear, and custom tailoring. The brand’s emotional appeal and emphasis on values such as responsibility, family, and professionalism have differentiated it in a competitive market. Key Challenges Shifting consumer preferences toward casual and fast fashion Perception ...