Raymond Made to Measure: When craft met science

Debopriyo Chakraborty, Namit Prasad

Luxury bespoke tailoring brand Raymond Made to Measure launched a multichannel strategy to boost sales and the tailoring category as a whole, in India.

Campaign details

Brand: Raymond Made to MeasureBrand owner: Raymond Ltd.Lead agency: Famous InnovationsCountry: IndiaIndustries: Clothing, apparelMedia channels: Magazines - consumer, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Raymond Made to Measure was launched as a bespoke tailoring brand in a sub-category that was niche and had low growth potential within it. As part of the category of tailoring which has lost its sheen in India, Raymond Made to Measure looked at growing its consumer base by appealing beyond the sub-category consumers. However, consumers had moved...

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