Ethnix by Raymond
- Retail Design
- Visual Merchandising
- Training & Guidelines
- Store Planning
Creative thinking | Market sensitization | Business understanding | Collaboration
Traditional At Heart, Urbane In Expression
The Brief
'Ethnix' by Raymond, a men's wear brand was on a path to establish its nation-wide presence through its exclusive brand outlets (EBOs) in a market that was thriving with a plethora of regional and local players.
The brand requested us to conceptualize and co-create the spatial and experiential aspects with the in-house store planning team. An important consideration was creating a concept design that was flexible and adaptable across myriad locations and spatial complexities for properties they would sign-up in the future.
Challenges
Creating a retail identity that integrated
~the century-old legacy of Raymond, the complete man,
~deep linkages to Indian culture & heritage
~contemporary and appealing to the young millennial man, their target audience.
Certainly a complex yet interesting task!
Approach
After intensive research, we arrived at a fairly unexplored juncture in Indian design expression, seamlessly blending traditional forms and patterns in a clean, fuss-free, almost fusion-like fashion that was inspired by modern minimalism.
The Impact
Went from 0 - over 30 franchise partners sign-ups and launches in 10 months.
Won the ‘Most Admired Fashion Concept of the year’ at Annual Images Fashion Awards
