The mention of Raymond automatically elicits recollection of The Complete Man imagery. While the garment major has carefully crafted an aspirational image over decades, it isn\u2019t an image the customer of today necessarily wants to look up to or can afford to. And the brand has realised that. The difference between the brand\u2019s communications from the good ol\u2019 days to what was rolled out across 2017 up till now has been considerable. For its All Black collection, the campaign features storytelling from a visually impaired protagonist. For its Khadi collection, the brand found a communication balance between leveraging India\u2019s Khadi heritage and giving the fabric a contemporary twist. The changing Raymond man Raymond, for decades, has been an occasion-led brand with purchases fuelled by milestones such as festivals, graduations, weddings, etc in a consumer\u2019s life. The pricing reflects this, which restricts purchase opportunities. Shantiswarup Panda, CMO, Raymond emphasises that the brand is a quality investment at a premium price. \u201cI don\u2019t think there would be a lot of people who would have a wardrobe full of Raymond,\u201d he says. \u201cBut if Raymond\u2019s crisp shirts form a 20-30% share of the wardrobe, sharing space with shirts from other brands for not-so-important days like Thursdays and Fridays, it is fine. Even 20-30% is a good share for us because India is a huge market.\u201d As disposable incomes rise, consumers themselves develop occasions for which they wish to make purchases. Raymond is banking on this consumer tendency supplemented by an experimental consumer profile. To leverage this, Raymond is testing its custom tailoring service wherein its trained personnel visits the customer\u2019s home post an online appointment, takes their measurement, helps them pick out fabric from swatches followed by the eventual delivery of the final product. This pilot, having rolled out in Pune in October, 2017, is currently also being run in Mumbai. Typically, the target audience for premium custom tailoring falls between the 35-40 year age bracket. However, there are also takers that are far younger, say 24 or 25 year-olds. Will Raymond be able to steer clear of being a mass brand while at the same time trying to capture a wider, hopefully younger, base of customers? Harish Bijoor, founder, Harish Bijoor Consults shares, \u201cRaymond keeps its distance from the rest of the masses, as it wants to, which translates that it is not for everyone; it is for a select audience. At the same time, it needs to battle other retail players in big cities and tier II towns, local brands and desi brands.\u201d Wearing the right strategy? Raymond\u2019s communication strategy, thus, is to craft a contemporary image for itself. To that end, its outlay in ATL alone for this year has been 40% for TV, 30% for digital, and 15% each for print\/magazine and OOH. So if The Complete Man persona becomes too distant a personality to aspire to, how relevant is it for the brand\u2019s future journey? Navonil Chatterjee, CSO, Rediffusion Y&R says, \u201cWhen the Raymond campaign was originally conceived, men were known for the \u2018arrogance of singularity\u2019 while women were connected to life by many threads. As long as the collection ads are done in a distinctive Raymond way, the equity of the brand shouldn\u2019t get adversely affected.\u201d After years of stoking the sizzle or the emotional component, maybe it is time to focus on the sausage or the product\/rational part of the brand, he says. Raymond is actively looking at online marketplaces in addition to its own online presence. Heavy discounting, however, is out of question for the brand. Panda elaborates, \u201cThe biggest proposition online is discount, followed by range and free returns. While I understand that the latter two are non-negotiable, we don\u2019t agree with the kind of discounts that brands indulge in and give online.\u201d For Raymond, the brand being present online gives people a choice and makes it accessible beyond the number of towns that it is present in. \u201cBut the online medium is giving us steady growth and a very sizeable business actually,\u201d he shares. While the equity of being the go-to brand for special occasions that require suiting and shirting will remain largely untouched, keeping in mind the changing consumer sensibility, Raymond is hoping for jackets to be a bridge between formal and casual work wear attire. The brand is also experimenting with various colours, cuts, styles and fabrics to make its products more relevant in a consumer\u2019s daily life.