Brand : Parx
Company : Raymond's Apparels
Brand Analysis Count : # 503
Parx - the premium readymade casual article of apparel build from Raymonds Ltd is inwards a relaunching mode. This Rs.185 crore build from Raymonds wants to play an aggressive purpose inwards the hyper competitive ready-to-wear category inwards the Indian market.
Company : Raymond's Apparels
Brand Analysis Count : # 503
Parx - the premium readymade casual article of apparel build from Raymonds Ltd is inwards a relaunching mode. This Rs.185 crore build from Raymonds wants to play an aggressive purpose inwards the hyper competitive ready-to-wear category inwards the Indian market. Parx was launched inwards 1999 every bit a premium set upward to article of apparel build targeting the highly mobile immature corporate customer. The build was targeting the users for their after- purpose hr wearing apparel requirements. Despite the backing from 1 of India's reputed textile build as well as perceived high character & expertise, Parx did non quite become far to the large league. It was dwarfed past times the success of brands similar Color Plus ( which was subsequently acquired past times Raymonds) as well as Allen Solly.
The Indian ready-to-wear marketplace is highly lucrative inwards terms of marketplace size of some Rs 24000 crore. The casual article of apparel marketplace is expected to endure about Rs 7200 crore.
Despite the fact that Parx belonged to 1 of the most respected textile houses , the build did non quite caught the fancy of the consumer. As a consumer, I constitute the build real pricey as well as failed to plough over whatever meaningful justification to the pricing either interms of build or production features. Over a menstruum of time, the build also failed to continue itself aspirational due to increasing contest from global brands.
Parx was also laid-back in its branding efforts. The build owners was non quite clear nearly the positioning of Parx. Neither the build had whatever meaningful positioning. The build was neglected past times Raymonds as well as most of the promotional investment was given to the flagship build Raymonds as well as Park Avenue.The build was perceived to endure only some other casual article of apparel build from a reputed manufacturer. This lack of a clear positioning failed the build to justify its premium pricing. Having said that, Parx has a goodness fan next inwards tier II cities. The build is pushed dorsum inwards metros as well as large cities past times the competition.
The promotions of Parx was also real erratic. I don't shout out upward whatever operate of this build nor whatever of its taglines. This lack of proper investment on build advertisement also weakened the brand's seat inwards this highly cluttered market.
In 2011, the build went inwards for a relaunch. The build redesigned its logo as well as also introduced a brand- symbol :- a Racing Stag. This symbol volition endure inwards all garments from the brand. The build also launched its kickoff always television set drive since its birth.
Watch the tvc here; Parx
Parx right away has a novel tagline " Live Easy ". The build is focusing on edifice a personality traits of independence, attitude, casualness, liberty through these commercials. The utilization of unusual models aims to convey an aspirational touch to the brand. The endeavour is to build ladder to the higher attribute of liberty rather than production characteristics.
The novel travail is commendable but petty besides slowly for a build similar Parx. The positioning visit of Live Easy is aught novel as well as the same topic is used past times diverse brands across categories. The build lost precious 12 years inwards creating a infinite for itself inwards the Indian consumer's mind. The build right away needs to nation compelling stories of the build attributes it is trying to tell. It needs a lot of catching upward to do.
