MAM
Raymond Apparel plans advertising burst for new collections
MUMBAI: Raymond Apparel Limited – which claims to be the pioneer in the men’s readymade industry in India with its brands Park Avenue, Parx and Manzoni – is gearing up for the autumn-winter/festive season with a myriad collection of innovative and technologically superior garments within the categories of suits, jackets, trousers, shirts, denim and accessories.
A press release states that the new product development is contemporary keeping in mind the consumer and the market and consists of a variety of new age colours, designs, classy cuts and styles taken from Indian and international trends.
Raymond Apparel also has plans of a major promotional campaign for the season with a burst of advertising for the new collections in print that would be complemented with direct marketing, events and promotions.
According to the release, Park Avenue, India’s leading office and formal wear brand will be launching the ”Business Classics”, ”Eveningwear” and ”Leisurewear”.
The Eveningwear Collection comprises of tuxedos, bandhgalas, evening suits and jackets while the Leisurewear Jackets will have country classics and sportscoats. Park Avenue will also be launching six different styles of trousers at different price points. In shirts, Park Avenue will be introducing the ”Corporate Insignia” range of superior dress shirts made from high quality supima cotton.
Parx has also announced a dressy and theme based festive range that consists of five new collection of Shirts – ”Stitchline”, ”Goldline”, ”Tartan”, ”Duotone” and ”Blackmagic” collections. Within the trousers range, Parx will be introducing E-washed range of pre-washed trousers and a revolutionary new range of ”Nanocare Chinos”.
In the release, Parx has also announced that it is beefing up its denim range with the introduction of jeans with superior washes and finishes; denim shirts and denim jackets to complete the range. This winter, Parx is planning to offer three different categories of winter wear in the market – winter jackets, winter shackets and the introduction of cotton sweaters, a line extension within this segment.
Manzoni, a super premium luxury range of men’s wear that is acknowledged for its high quality and international styling, will be introducing an entire new range of jackets, trousers, shirts and woolen sweaters for this autumn winter.
Raymond group president Nabankur Gupta as saying: “The Raymond name has a history of more than 75 years attached to it and has always stood for quality, leadership and excellence. As a company we have always set standards in ethical business performance, innovations and services.”
Gupta further comments, “Over the last few years not only the Indian urban male but even his rural counterpart are seriously looking at spending more money to live better; eat better; look smarter; and in all spheres get closer to the aspirations of lifestyle. To keep pace with the growing aspirations, we at Raymond are refreshing our technology, machinery, systems and recasting entire design strategies with respect to the retail shop and producing high quality products.”
Raymond group deputy group president Pradeep Bhandari says, “Today, we are poised to capture the global market with a significant position in our core areas of competence – textiles, denim and ready-mades. The task at hand is to reinforce our leadership position in India with the focus on expanding our growth drivers, our existing range of apparel brands by building in elements of innovation and technology. Raymond Apparel Limited is on the growth path with investments in capacity additions in the domestic market as well as in the export market.”
Currently, Raymond Apparel brands has a presence in over 284 exclusive Raymond shops in 120 cities in India and abroad out of which 266 outlets are in India and 18 abroad. Besides this 1600 Multi-brand outlets (MBOs) also stock Raymond Apparels. Internationally Raymond Apparel has a presence in countries like Bangladesh, Sri Lanka, Nepal, Middle East and in Europe.
Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
