Category: Retail

‘Jockey’ Celebrating 50 Years of Moon Landing…Nothing Fits Better!

‘Jockey’ Celebrating 50 Years of Moon Landing…Nothing Fits Better!

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During my visit to Vivira Mall, located in Navalur Chennai, I stumbled upon this ad in a Jockey showroom’s facade.

A Jockey advertisement, celebrating 50 years of moon landing, placed in one of its showroom's facade

I immediately recollected a piece that I read a week ago in The Economic Times‘s Wednesday supplement, Brand Equity. The article contends that with Red Bull having made their brand’s voice heard all over the earth from stratosphere and Indian knitwear brand, Rupa mounting its flag on Mount Everest, all that’s left for brands is to plant their flags on the moon to break through the clutter. Also, the write-up states that one brand has come closer to one such marketing feat going by the brand’s claim on its official website. The brand is none other than the 143-year old American undergarment company, Jockey.

Here is what the company proclaims as one of its milestones of the 1960s in its website…

“Due to Jockey’s unmatched reputation for quality and innovation, NASA commissioned Jockey to design undergarments for the first manned mission to the moon, Apollo 11. Jockey engineered & designed the product such that it would remain unaffected by gravity, and was worn by Neil Armstrong, Buzz Aldrin, and Michael Collins.“

Jockey commemorating 50 years of Moon Landing:

Now, we are in the 50th year since the landing of the spacecraft, Eagle on the moon on July 20, 1969, by the American crew comprising Neil Armstrong, Buzz Aldrin, and Michael Collins. Hence, the American brief brand Jockey commemorated the historic moment by reminiscing its contribution towards the same by rolling out a campaign. The advertisement, which I noticed in the showroom’s frontage, is an offline leg of the drive.

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On July 17, 2019, Jockey India’s twitter account tweeted the below posts!

On July 18, 2019, the account posted the following tweet…

…as a lead up to the below tweet, containing a video and the hashtag, #NothingFitsBetter!

https://twitter.com/JockeyIndia/status/1151736999444795392

The video is available in the brand’s YouTube Channel as well. Watch it below!

Like Twitter, Jockey India shared its excitement over the campaign, along with the clip, via its Facebook page and Instagram account too.

Apart from the aforementioned contents, Jockey India collaborated with Discovery India to produce a documentary titled, Apollo: The Forgotten Films. The Discovery network broadcasted the film exclusively at 9 PM on July 20, 2019.

Below is a teaser for the same!

Of course, the clip features the line, nothing fits better!

Photo Courtesy: Fotor and Jockey

Visit to Raymond’s ‘Ready to Wear’ store – A worthy lesson learned, unexpected!

Visit to Raymond’s ‘Ready to Wear’ store – A worthy lesson learned, unexpected!

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Blog Post Photo 1

Last week, I and my wife planned to purchase shirting and suiting from a Raymond store. Thus, we visited an outlet in our locality, Adyar. Upon entering the store, we were able to spot only ready to wear clothing. We couldn’t find fabrics, which we intended to purchase.

Then, there came a person to attend us. From the attendant, we ensured that the store is a ‘Ready to Wear’ outlet. Also, he went on to add that the store provides ‘Made to Measure’ service too.

For context, as per Wikipedia, ‘Made to Measure’ (MTM) typically refers to custom clothing that is cut and sewn using a standard-sized base pattern.

As far as Raymond’s MTM is concerned, customers willing to avail the service will have to visit the store to consult their advisors. Try out dresses of various sizes and select the one that fits best. Choose from a range of fabrics and pick personalized elements like embroidered initials and cuffs and collars.

Measurements and preferences gathered from the customers will be fed into the system to be utilized later to craft the customized garments. Dresses, in finished condition, can be collected from the respective stores in 12 days.

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Apart from the aforementioned information, the attendant conveyed that the customers could avail either ‘Made to Measure’ or ‘Ready to wear’ service from the stores similar to the store that we visited i.e. We will not be able to purchase fabrics here to be stitched elsewhere or use just the tailoring service here, after purchasing fabrics from some other place…not even from another Raymond outlet.

To better understand the services of the stores under discussion, he briefed us the branding of both i.e. The ‘Ready to wear’ stores are assigned with the logo, present in the below photo…

Raymond Ready To Wear

Whereas, the stores that sell fabrics are characterized with the name, ‘The Raymond Shop’ and by the logo, present in the below picture…

The Raymond Shop

A worthy lesson learned, unexpected!

Photo Courtesy: Fotor and Raymond

An Overview of Raymond’s Cost-effective, Dual-Purpose Matching Glass!

An Overview of Raymond’s Cost-effective, Dual-Purpose Matching Glass!

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Blog Title Photo

We are in an era where brands are trying out to enhance customer experience by incorporating technological innovations that incur a substantial cost. At the same time, brands are also attempting to pan out cost-effective means of innovations. Of late, I came across one such economic strategy i.e. utilization of a dual-purpose matching glass, deployed by the Indian branded fabric and fashion retailer, Raymond.

Recently, I and my father visited one of the Raymond outlets in Chennai, to purchase cloth materials for a pair of formal shirt and trousers.

Firstly, we selected a couple of shirtings.

Then, we selected a set of clothes for pant. To facilitate us in rounding off our activity of selecting matching cloth materials, the store assistant placed the shirt cloth above that of the trouser and placed a matching glass over them, as below…

IMG_20190609_130100395

The matching glass has been created in such a way that the shirt and pant parts of the glass are transparent. So, every time when the glass is placed over a set of shirt and pant clothes, the consumer can get to know how well they appear on a person.

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Apart from providing a preview of a shirting and trouser cloth, the matching glass promotes Raymond’s custom tailoring service.

You could notice the hashtag, #TailorYourStyle, Raymond logo and the text, CUSTOM TAILORING inscribed over the glass. Wherein, the hashtag and text refer to the brand’s service, Raymond Custom Tailoring. According to Raymond, the service offers customized shirts, trousers & custom suits made using high-quality fabrics with assistance from experienced stylists.

Click here to know more about the offering!

Watch below the advertisements for Raymond’s custom tailoring service…

When clothing companies like American Apparel are letting customers watch videos of models wearing the brand’s clothes in its Augmented Reality app, Raymond’s approach of using matching glass appears to be cost-effective and at the same time, serving dual-purpose.

Photo Courtesy: Fotor and Raymond