Raymond Ltd has decided to withdraw its designer wear Be:
brand with the intention of repositioning it sans the exclusivity.
Be: has 13
stores, with a store each in Ahmedabad, Ludhiana, Hyderabad,
Chennai, Kolkata, two each in Bangalore, Mumbai and three
to sources, the company is re-evaluating the brand, and
its associations with designers, in light of shedding
the "exclusive" image, and has already shut
down its stores across Mumbai and Delhi.
will reportedly undertake a brand repositioning exercise
that will see it take on a much larger scale across the
country, appealing to a different target audience.
In its present
avatar, Be: appeals to a niche segment, offering a wide
range of apparel and accessories for women across categories
namely women''s western wear, women''s ethnic wear, lounge
wear and club wear.
brand''s repositioning exercise will reportedly see it
climb down a few notches in price and target audience,
but will not dilute itself to a mass brand. It will also
evaluate its associations with designers as part of the
in 2001, Be: was Raymond''s first prêt-a- porter
line of designer clothing, with a plan for almost 50 boutiques
across six cities in India, and one in Dubai. The line
had apparel and accessories from designers such as Priyadarshini
Rao, Raghavendra Rathore, Rohit Bal and Rajesh Pratap
Singh, ranging between the price points of Rs600 to Rs6,000.