Raymond has entered the kids ready-to-wear segment with the launch of its first kidswear store Zapp! in Ahmedabad. The brand caters to children in the 4-12 age group and will offer a range of apparel and accessories.
The brand has also tied up with Warner Brothers to make available the complete range of Superman merchandise in India.
In a press release, Mr Gautam Hari Singhania, Chairman and Managing Director, Raymond, said, "For decades, Raymond has had a major influence on fashion. Today, we are taking our experience and our creativity to a whole new audience — the new generation of fashion-conscious young adults! We believe that this segment has huge potential in the Indian market. Zapp! will redefine the kidswear market in the country." The release says the brand plans to connect with its consumers through a series of customer relationship management (CRM) activities. It will reportedly introduce a set of characters such as Zion, Ashley, Posh, Pixel and their pet dog Jambo in order to connect with young consumers. Also on cards is a Zapp! Web site and a loyalty programme, titled Zapp! Club.
Mr Pradeep Bhandari, Group President, Raymond, said the company planned to openaround 10 Zapp! stores in the metro cities by the end of this year.