Raymond looks to be future-ready with focus on casualization, digitization

A strong believer in the adage, never waste a crisis, apparel brand Raymond Lifestyle has set itself on a mission to make a positive impact on the society through its innovative offerings. Led by Joe Kuruvilla, CEO the brand introduced many best-in-class products besides launching new sustainability initiatives last year which helped it achieve a fantastic performance in the fourth quarter. The company also redefined its offerings by pivoting a mixed portfolio including casualwear brands such as ColorPlus, Parx, etc.

A less dressier range of formalwear

Armed with a strong set of ethics, product, quality and manufacturing, Raymond has built a great reputation in the market. The fantastic set of trade partners has helped the brand become a stronger voice in the fashion industry. In future, the brand aims to revamp formalwear offerings by introducing a less dressier range of clothes, Kuruvilla informed Free press journal in an interview. It recently launched a new wedding collection that included more ethnic rather than western garments.

Aiming for a global digital network

Raymond also aims to digitally connect its network of 10-11 manufacturing units across the world to cater to the needs of global consumers. One of its major goals is to convert the 1,500 brick-and-mortar stores into 21st century stores. This would help online consumers click and collect their clothes from a nearby store or get them delivered.

Working for European markets earlier, Kuruvilla had realized consumers were looking for complete solutions rather than just products. At Raymond, he focused on product innovations using tools and automation. The amalgamation of technology with consumer insight along with the adoption of mind-to market strategy helped the brand innovate faster during difficult times. He aims to leverage these technologies to transform Raymond into a 21st century company.