Threading Tradition Through Tech: Ethnix’s digital retail renaissance

28 May, Mumbai 2025

At a time when many heritage brands are struggling to stay relevant amidst shifting consumer preferences and digital disruption, Ethnix by Raymond stands as an example of agile innovation rooted in tradition. Known for its premium ethnic menswear that blends timeless Indian aesthetics with modern design sensibilities, Ethnix has charted an extraordinary growth path by turning to a powerful ally: data-driven digital transformation.

From ramp to real life, Ethnix has successfully navigated the digital route to bring customers closer to its physical stores—redefining what it means to be a legacy brand in a tech-first world.

Tradition meets transformation

Launched under the umbrella of Raymond—a big name in Indian textiles—Ethnix was conceptualized to cater to the evolving aspirations of the modern Indian man. It offers intricately crafted sherwanis, kurtas, bandhgalas, and Indo-western outfits that resonate with festive fervor while maintaining sophisticated appeal.

But the real transformation began when the brand recognized a new challenge: how to convert online engagement into offline footfall. With consumer behavior rapidly shifting towards digital discovery, Ethnix needed to create a strategy that would translate screen time into store visits. “Building a legacy brand isn’t just about tradition,” says Himanshu Khanna, Chief Marketing Officer at Raymond. “It’s about evolving with consumer behavior while staying true to our roots.” This philosophy became the mainstay for Ethnix’s digital journey—one that would blur the boundaries between discovery and destination.

A data-driven blueprint for success

In partnership with Google, Ethnix by Raymond devised a holistic digital strategy that combined machine learning, location intelligence, and precision targeting. At its core was a simple but powerful objective: drive high-quality traffic to stores while amplifying brand visibility across touchpoints.

1. AI-powered performance max campaigns

Ethnix tapped into Google’s Performance Max, an AI-powered campaign type designed to reach high-intent shoppers across Search, Display, YouTube, Gmail, and Maps. These campaigns dynamically optimized creatives and placements, ensuring Ethnix’s messaging resonated with users ready to make a purchase. By targeting keywords, behavior, and demographics aligned with ethnic wear shoppers—especially around peak seasons and festivals—the brand maximized reach without losing relevance.

2. Closing the loop

The brand’s next move was to bridge the online-to-offline journey. Through integrated Google My Business listings, Ethnix connected ad engagement directly to physical store information—such as directions, store hours, and contact details—creating a seamless customer path from search to store visit. This strategy helped mitigate the biggest barrier in digital marketing for retail: disconnected customer journeys.

3. Always-on optimization

Rather than treat digital marketing as a one-off campaign, Ethnix opted for constant experimentation and refinement. Real-time monitoring, A/B testing, and performance analytics helped fine-tune campaigns and allowed for agile pivots based on customer responses.

The impact of this meticulously executed digital strategy is evident in the impressive metrics shared by Khanna. The results underscore a significant unlocking of growth for Ethnix by Raymond

Table: Numbers speak for themselves

Metric Increase Store Visits 130% Search Volume for "Ethnix" 300% Enhanced Brand Presence Digital & Physical Touchpoints

"And the results speak for themselves," says Khanna, pointing to the tangible uplift in key performance indicators. The 130 per cent increase in store visits is a direct reflection of their ability to convert online interest into valuable offline footfall, a crucial metric for any retail brand. Furthermore, the astounding 300 per cent rise in search volume for Ethnix signifies a powerful boost of brand awareness and consumer interest, demonstrating the effectiveness of their targeted digital campaigns in building top-of-mind recall. This dual impact has led to an "enhanced brand presence across digital and physical touchpoints," solidifying Ethnix's position in the competitive ethnic wear market.

A legacy built on innovation

"Store footfall is a key KPI for any retail brand, and by adopting the right digital strategy, we have been able to unlock growth," explains Khanna. The brand is now exploring avenues such as:

• Hyperlocal targeting to reach consumers near stores during key shopping periods.

• AR try-on and virtual styling tools to enhance the online experience.

• Omnichannel retail models, where inventory, offers, and experiences are unified across web, app, and store.

Ethnix by Raymond's journey is a compelling case study in how a legacy brand can not only preserve its core values but also thrive in the digital age. By understanding consumer behavior, embracing data-driven decision-making, and leveraging cutting-edge digital tools, Ethnix has successfully woven a future where tradition and innovation coalesce to drive unprecedented growth. Their success serves as a blueprint for other retailers seeking to navigate the