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Allen Solly founded in 1744 by a company called William Hollin and Co Ltd. The brand was
purchased in the 1993 by a new company called Madura Garments. Aditya Birla Nuvo
acquired Madura Garments and they entered India in 1993 the branded garments business.
Brands operate within consumer categories; a select few even lead them. Very rarely do
brands inspire the birth of an entirely new consumer class. Allen Solly is one such brand. Its
edgy positioning, smart communication, and great fashion together created the 'smart casuals'
category in India. And within two years, with its 'Friday Dressing' fashion concept; it
redefined what India wore to work. Allen Solly helped the nation break away from the boring
black, grey, brown and navy work-wear. Today Allen Solly is among the top most brands in
India. It scores the highest on Brand Equity amid all brands in its segment (according to an
ET Brand Equity survey of Apparel brands.
It is clocking strong growth of over 30 percent CAGR across its formats and stands poised to
cross net sales of INR 1,000 crores in FY 2017. In 2002, Allen Solly became the first Indian
brand to introduce work fashion for women. The women's line was a runaway success,
winning several awards. Ten years later Allen Solly started a process of re-branding. The new
logo -the 'Stag' (the symbol of the city of Nottingham) - was introduced across all touch
points.
In 2013, the kidswear Line was expanded into a complete smart young wardrobeAllen
Sally Juniorfor boys and girls. Solly Jeans Company was launched in 2014 and it has two
exclusive stores in Pune and Bengaluru. Solly Sport was launched as a tennis-inspired
lifestyle sports brand. It has a strategic tie-up with Wimbledon and has made available the
lifestyle apparel and non-apparel Wimbledon lines to Indian consumers. It also has a
considerable social media presence with over a million fans on Facebook as well as a sizeable
Twitter following. Allen Solly, is indeed the personification of a modern, contemporary and
millennial lifestyle, and today carries the original spirit of Friday through a fun week.
Allen Solly- Friday Dressing Everyday
Bringing the concept of Friday Dressing to menswear in India, Allen Solly is known as an
understated yet upbeat work wear brand. Breaking away from convetions, Allen Solly
stomped all the rules when it came to corporate dressing. Ditching the black, greys and
whites, the brand aimed to add a pop of vibrant personality to formal wear with its range of
clothing for women and men. With work cultures getting more relaxed and ditching norms,
the new age workforce can now dress fashionably smart and express their individual style
with Allen Sollys range of clothing. Termed as work casuals the collection ranges from
shirts, T-shirts, chinos, trousers, jeans and jackets for men, while for women the plethora of
styles range from dresses, skirts, blouses, pants and tunics.
Classification of retailers
Franchise store
Allen Solly show room which I have chosen is Franchise store, Is located in Arcot
road, Palaniappa Nagar, Valasaravakkam, Chennai.
Territory: Nationwide
Marketing Support: Yes we provide Regional and National level marketing support
The people who are affordable to buy the cloths above 1500, they are the customer of
Allen Solly. The starting price of the cloths is 1500 to 30,000. The target customer is
middle to high class peoples. They have varieties of cloths like casuals, formals and
suiting for mens, womens and Childers.
The peoples who are looking for quality and branded garments can be the customer of
Allen Solly. Once the people buy and wore cloths there can be the loyal customer of
the company.
The people who wants cloths like formals, casuals, semi-casuals and footwear and
they own accessories with high range of price and varieties they can be a customer of
Allen Solly.
The company itself telling that we are priced higher and they target segment is upper
middle class who are ready to invest minimum 1500 rupees for the cloths.
Let's take a little look at Allen Solly logistics for a piece of clothing; when you buy it from
the shop, the shop needs to make sure it remains in stock of all of its items, so needs to
predict sales and order more from the warehouse based on their stock levels. The warehouse,
similarly needs to manage deliveries to all of the stores, stock levels and space in the
warehouse as well as managing deliveries from factories and manufacturers.
Manufacturers then need to manage orders and deadlines while making sure they have a
steady supply of materials to manufacture the product with as well as managing deliveries
from other factories in the case of more complex items of clothing which require assembly.
That's the chain for just one item, where in a shop there may be a huge range of colours and
sizes for that item as well as hundreds of other items all with their own variations. Keeping
track of all of this soon becomes a completely insurmountable task and in comes the need for
an ERP system.
ERP is designed to keep track of stock levels everywhere from all the branches of a store to
warehouses, manage factory orders and deadlines as well as material resource planning for
the factories keeping track of material orders and predicting requirements based on orders
and their deadlines. The way this is managed is by sharing all of the order information from
the store level all the way down to the manufacturers and even the designers into a central
location where management can be centralised the whole process can then be managed from
the top down. This very easily turns a phenomenally complicated task into a far simpler one.
Promotional strategies:-
Innovative Ideas
They were first to spot the need of casual work wear for young professionals.
They used unconventional shades of beige and tan and used fabrics like KHAKI in
shirts and trousers, which became a instant hit.
Innovative Branding/Marketing:-
Pre-Friday Launches
Online Promotion
Telecommunication Promotion
Seasonal discount
Pro-codes discount
Collaborate with various corporate houses and sponsor corporate events. Discount coupons
of Finally its Friday Allen Solly dressing will be given to foster sales. Open outlets in
campus of companies like Infosys, TCS etc. Give exclusive membership cards to the
employees of collaborated organizations. Are Pre-Friday Launches Now So Introduce new
designs of Finally its Friday collection Much on Thursdays to initiate the Friday buzz. Fun
Special discounts on Thursdays to promote Finally its With Friday dressing. Allen Launch
new Finally its Friday collection especially Solly through fashion shows held in corporate
houses. The models in these fashion shows could be the companies executives itself to bring
in the sense of belongingness to the collection.
Online Promotion:-
Allen Solly fan club- Friday Freaks especially for Friday dressing lovers. Use online
shopping store and avail vicarious trial options to try on dresses online-by creating your own
profile on our website. Online contests on Allen Solly FB page like - upload your office
photo in your Finally its Friday attire. Best photo gets to become the profile picture of
Allen Solly FB page for a day. Send email with flyers and special invites to corporate people
for exclusive Are exhibitions and product line launches. Now create a buzz on online social
media by encouraging people to so discuss what should be the new Friday flavour, it would
set up the much momentum for the upcoming Friday fever. Fun With Telecommunication
Promotion Allen Send SMS to customers to let them know new designer line launch Solly or
give special discounts and offers. Call exclusive customers to personally invite them for
launch of season product line and exhibitions. Call and wish premium customers on their
birthdays and anniversaries.