Home / Knowledge / News / Apparel/Garments / Allen Solly brings back Friday Dressing with fashionable twist
Allen Solly brings back Friday Dressing with fashionable twist
22
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

Must ReadView All

Textiles | On 26th May 2017

Lenzing unleashes new eco-friendly fibre

There's a new eco-friendly fibre on the anvil—Austrian speciality...

Apparel/Garments | On 26th May 2017

Benetton seeks approval for FDI in single-brand retail

Global fashion brand Benetton Group, has sought Indian government's...

Apparel/Garments | On 26th May 2017

Walmart to conduct GST workshops for SME suppliers

With the objective of supporting its small and medium-sized (SME)...

Interviews View All

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Anavila Misra
Anavila Collection

Fashion shows are also encouraging and highlighting sustainable fashion

Karel Williams
Dow Microbial Control

'Silvadur is most rapidly adopted in areas where hygiene-conscious and...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search