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Allen Solly brings back Friday Dressing with fashionable twist
Oct '11
Allen Solly, easily amongst India's most well known and favorite apparel brands is most popular for having redefined workwear through its unique `Friday Dressing' concept in 1990s and early 2000s. It replaced the grey's and whites with vibrant dash of colours to its workwear and has become the signature for the brand. The brand's core USP of Friday Dressing has held it in good stead over the last many years.

Today even as we witness the rise of the creative economy, stress and uncertainty have become a daily challenge to deal with at the workplace. It is in this context that Allen Solly makes a bold statement yet again, firmly believing that no breakthrough work happens when you are stressing out.

The brand's vision is to lighten up the workplace. Our studies have shown that “Apparel shapes an individuals' behavior and approach. And hence the need to be dressed in apparel that keeps one spirits up, always. This is achieved through apparel that is vibrant, stylish, colorful and upbeat.

Going forward, the brand's core positioning will broaden the meaning of Fridays by emphasizing on its spirit defined as Upbeat, Relaxed and Effortless without ever losing sight of the target. It advocates the need to Lighten Up The Workplace.

Comments Sooraj Bhat, Brand Head – Allen Solly “Allen Solly's ability to connect with its consumers at an emotional level is high. Our latest campaign 'Adios Stressing' infuses the workplace with the spirit of Fridays through the week – Upbeat, Relaxed and Effortless. Our range of Friday Dressing is vibrant, colorful and stylish connecting brilliantly with our brand thought.”

The new commercial is a musical and truly breaks ground in apparel advertising space. The tone is candid and music has been rendered through A Cappella. The commercial is on air currently across India's leading channels.

Allen Solly has a very simple yet effective consumer engagement model. Horses for Courses, if we may call it. While TV will be used to create and communicate the brand thought, print will primarily be used for creating strong product preference and fashion sensibilities. And of course the digital medium will be leveraged to engage with the consumers. Allen Solly has a thriving Facebook community and the new commercial was previewed with them before being released on air.

“Consumers today are smart and well informed. It therefore is critical to be very sharp and specific with our communication and at the same time leave a little space open for them to interpret it in their language. And this is best done through the digital medium.”, says Sooraj Bhat.

The brand has been performing very well over the years. Allen Solly dominates the work casuals category and has maintained a CAGR of almost 30% over a period of 3 years and has set itself a very aggressive target for next 3 years be it in terms of revenues or distribution.

Allen Solly

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