Case Studies | Raymond - Raymond Apparel Ltd


About Raymond Ltd.

Raymond has made its name in the global menswear market with its wide variety of offerings and continued excellence in terms of product quality. Raymond Ltd, which is the parent company of Raymond Apparel Ltd. has under its hat the following brands – Raymond Ready to Wear, Park Avenue, ColorPlus, Park Avenue Women, Parx and Notting Hill.
Founded in the year 1969, the company specialises in men’s shirts, trousers, formals, custom suits, jackets and accessories including ties. It also has a women’s wear and kid’s wear segment. The company offers its products and tailoring services through multiple exclusive brand stores, retail outlets and multi-brand outlets present not just in India but also abroad.
The company also exports its wide collection of fabrics to over 50 countries and it operates in 120 countries through over 1000 stores, as per their 2019 annual report.

Defining the Problem Statement

With the growth of omnichannel retailing, Raymond was looking towards adopting an e-commerce route to complement it’s brick and mortar stores. For the same, the company was seeking cons-ultancy services to implement a new business model to connect directly to the end-user and manufacture as per his custom order, by offering e-tailoring services.
Raymond Apparel required standardization of processes and streamlining of operations along with system integration of IT services for the new business model
When it came to streamlining processes, the company was in need of developing end-to-end Standard Operating Procedures (SOPs) for receipt of orders to manufacturing to delivery. They also required streamlining of operations for their management information systems (MIS) reporting at centres across the country.

Another challenge was to develop standard operating manuals and manage franchises for manufacturing hubs. Developing SOPs for garment production and doorstep delivery was also a challenge to be tackled.


The consultants at Your Retail Coach (YRC), the sister concern of Business Process Xperts (BPX),
worked with Raymond Limited to develop an omnichannel system of operations wherein a full-
fledged operations manuals were developed.

Standard Operating Procedures (SOP’s)

Developing SOPs

Formulating SOPs was entrusted to YRC and they assisted the Raymond team to standardise various processes including garment production hubs, tailoring training centres, e-commerce business processes and custom tailoring processes at retail outlets.
Following some of the best industry practices with respect to customized tailoring services, the company’s focus was on developing standards so as to record individual measurements of each client. Raymond wanted to ensure they define standard formats for measurements, styling, custom trims and accessories, etc. across the franchise manufacturing hubs.
YRC stepped in and helped Raymond develop SOPs for e-tailoring customer journey & service, standard procedures in terms of guidelines and workflows were developed which were to be followed right from the order placement to the manufacturing and delivery to the end customer.
Planning the Right Process Strategy

Planning the Right
Process Strategy

YRC worked on mapping all operations of the tailoring training centre, right from analysing the reports generated at different stages and designations to making report formats for everyone from the head tailor to the stylist. The consultants engaged with the team so as to make them ready to take over a much more standardised and streamlined process of operations. YRC also helped with franchise management processmanuals and improving the operational efficiency of franchise manufacturing hubs.

The Result

The new e-tailoring model launched by Raymond, a unique bespoke service to the customers. It was different from conventional shoppingat physical stores. It introduced a revolutionary bespoke service wherein trained stylists and tailors would visit your home or office and help you select the right fabric, record your measurements and give suggestions on styling and detailing
About Raymond Ltd
The service was also complemented by a lifetime warranty on any alterations that the customer would require. The focus was to offer premium tailoring quality which would enhance the look of a bespoke garment. Raymond also offers a perfect fit guarantee, and there is an option to avail a full refund if the customer is dissatisfied with the apparel.
Customers have the power to book an appointment based on their availability and the stylists will offer their services free of charge. Customers thus receive a completely bespoke experience at their doorstep.
The Raymond team has made sure that continued quality checks are made to ensure that custom clothing reaches the client as per the exact delivery schedule. Thus the made to measure segment of Raymond has benefitted from this revolutionary feature introduced.

Impact of SOPs

It is evident that SOPs can help in improving processes, employee efficiency, customer satisfaction, and overall management of quality systems
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