Reid & Taylor - Bond with the Best

HISTORY

In the late 1830's a local landowner, Alexander Reid, saw the opportunity to produce a special type of cheviot cloth. He realised that he had all the essentials around him - fine Cheviot wool from the surrounding hills, soft clear water from the river Wauchope and a nucleus of hard working craftsmen.
His mill flourished and expanded rapidly, so much so that he invited Joseph Taylor, a financier to join him, thus creating the firm of Reid and Taylor. The company over the next 80 years establishing valuable trade links throughout the world.
It was in the early 1930's, with the arrival of Robbie Scott Hay - a man with exceptional breadth of vision and dynamic personality - that Reid and Taylor developed to become a major force in the textile industry. He radically re-organised the firm's distribution, leaving only a limited number of clients whose requirements he could personally service. At the same time, he pursued an innovative policy of design and colour in fine twist worsted cloths.
These activities form the basis of the company's philosophy which endures today.
In the beautiful Scottish Border town of Langholm, the firm of Reid & Taylor has succeeded for over 150 years in producing the finest cloths in the world.
Reid & Taylor operates as an international business supplying the finest and most luxurious fabric to the leading fashion houses in the world.
Finest quality of natural products, originality of design, and expert craftsmanship are just three of the reasons why the name of Reid & Taylor reigns supreme in the world of international fashion.

Reid & Taylor (India) Ltd., is a subsidiary of SKNL – S Kumars

To build a premium Indian brand, start globally and ride locally. Reid&Taylor did just that. This brand had revitalized the India suiting market. Launched in 1998, this brand ranks no.2 in the 2000 crore worsted suit market.Indian suit market was lying idle for a long time because of the onslaught of ready to wear garments and the lack of any excitement in the category as such which was dominated by established players like Raymonds, Grasim etc.

Marketing Strategy opted in India

Reid&Taylor had a dream opening. The strategy was accurate and the icon was non other than Bond... James Bond. The brand was launched just before World cup 1999. The campaign was executed in a military like fashion.There was lot of firsts in their product launch. The brand was the first one to use TV as the primary medium with Print playing the second fiddle.


The positioning was purely as a " Luxury Suiting". The brand owners knew that the brand launch should live upto the expectation of the Indian consumers roped in none other than Pierce Brosnan as its brand ambassador. With the high profile launch and the charisma of Bond worked wonders with the brand . The brand had second best recall during the world cup series.

Later the consumer survey revealed that even though the brand was aspirational, customers perceived it to be expensive because of its international icon. This prompted the company to look for an Indian icon. They did not have to search harder, the choice was our very own Amitabh Bachchan. Big B fitted perfectly to the brand persona.

S kumars plan to take this brand to ready to wear segment also where it will be competing with Louis Philippe , Van Heusen, etc. It is where this brand will prove its mettle. With the current positioning and the careful marketing campaigns, this brand will make an impact in ready to wear segment .