Raymond X Women

Brief: Raymond, the brand famous for men’s officewear, is finally coming out with a line exclusively for women. Now, since they already have a stronghold for men’s formalwear, how do they position themselves for womenswear? What is a slogan that Raymond could use to market its women’s formal wear line?

Explanation: Raymond has traditionally been a brand for men, and I don’t think that identity should change even when they’re releasing collections for women. Instead, they should take ownership and admit that they are a men’s brand, but that doesn’t mean women can’t be a part of that. At home, at work, for your children, for your boss, for your team, be a woman who is just as capable of success as a man. A woman who can juggle it all, and stand beside men in traditional ‘men-dominant’ roles (as a provider, as the family head, etc.). The illustrious ‘Girlboss’ if you will. Be a woman who claims her space in a ‘man’s world’ proudly, with Raymond.

Explanation: Raymond is a home-grown brand, and the line ‘feels like home’ is an ode to its Indian roots, and the fact that a woman will relate to the brand because she’s seen the men in her house wearing Raymond before. This would be an ad that would cater to the younger women, for example, someone going to her first interview, giving her  first presentation, meeting new people, moving to a new city etc. It could be something as simple as a mother feeding her daughter dahi before she leaves for her first day to work (because it’s those little touches that matter) while she’s wearing Raymond. The complete woman has Raymond, because Raymond feels like home (no matter where she is).