Monday, December 19, 2011

House of Parx- a new format for premium men casual from Raymond

Parx a leading men casual brand since 1999 from Raymond reinvents itself as brand and retail. The new international identity and retail experience of Parx store was launched in Phoenix Market City Mall, Pune with stores in Mumbai, Chandigarh and Bangalore to follow.
http://www.indiaprwire.com






Pune, Maharashtra, December 14, 2011 /India PRwire/ -- Parx is "stagged". The stag as a symbol and icon of Parx new logo can be seen driving the identity of its retail in the new stores. Designed by JGA, Detroit and FRDC, Bangalore the new retail experience and store identity of Parx is set to drive the casual apparel statement in Indian market. Parx being a popular men casual brand since more than a decade, has somehow lost its 'recall' and 'aura' amongst the growing portfolio of international brands in this segment. Ken Nisch, Chaiman, JGA says -"Mr. Shreyas Joshi, President Raymond Apparel and Hetal Kotak, COO gave a singular mandate to reinvent its brand store in a manner that it stands apart in the market not for now but for future also". JGA workng in associaton with FRDC Bangalore created a concept of "Parx House", which was derived from new emergng India's aspiring youth who are embracing fashion and yet have roots in cultural richness of the country. Parx store symbolises and captures imagination of this class and provides an experience which is a complete in all aspects. The underline idea of new design is to bridge western attitude with Indian cultural aspirations. Eclectism as a theme, the retail experience connects this two worlds in a differentiating experience. From western look of Denims lounge to Indian touch in trial rooms and usage of 15 different materials, all harmonize to create this symphony. The retail store is divided as clear as a house is and it is this along with innovative use of "Indian Innovation" which creates a Parx story. This new design along with new brand image of Parx will be carried across the major towns of country iin next few months.

Notes to Editor

JGA is Detroit based Retail Design company, with an experience of more than 40 years and clients such as LMM, Gloria Jeans, Emirates, North Face, DXL, Hersheys, Tata International, Raymond, Sprngfield, Hickey Freeman, Tappers and others. FRDC (Future Reseach Design Company)is Bangalore based Design company proving retail design services to many of the top Indian brands in all segments of retail.