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Allen Solly to strengthen Friday Dressing in India
Nov '11
Allen Solly, the brand that introduced the concept of Friday Dressing to corporate India, is further strengthening the concept.

Marketed by Madura Fashion & Lifestyle, the brand was launched in India in 1993, and has now grown to become one of India's most popular and easily recognized brands in the branded premium apparel segment.

Allen Solly appeals to the customers who are young at heart and want to create their own unique world, with vibrant splashes of colour amidst the cloudy greys and whites.

Revealing the expansion plans, Mr. Sooraj Bhat, Brand Head – Allen Solly, told fibre2fashion, “The brand is keen to 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'.”

“Allen Solly dominates the work casuals' category today and has maintained a CAGR of almost 30 percent over a period of 3 years and has set itself a very aggressive target for next 3 years, both it in terms of revenues and distribution,” he informed.

According to Mr. Bhat, “For its expansion, the brand will adopt a segmented approach with respect to distribution, i.e. large format exclusive stores and key accounts for key metros and cities and smaller sized stores for next level of cities. Allen Solly plans to have 150 exclusive stores by FY13 and double that number to 300 by FY16.”

Talking about the consumer base, he said, “Allen Solly's consumer is a young professional or an entrepreneur. More importantly, he is experimentative, and has a large and an active social life. He has a heightened sense of fashion and style and is truly a global citizen.”

Briefing about marketing strategies for promotion of the brand, Mr. Bhat said, “Allen Solly is a fairly strong brand nationally and our effort is not only to target all our existing key markets but also the future centres of growth. Hence, we have a very simple yet effective consumer engagement model. 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.”

“In addition, the digital medium will be leveraged to engage with the consumers. Allen Solly today has a thriving Facebook community and the new commercial was previewed with them before being released on air,” he added.

The latest expansion of Allen Solly is expected to be its most aggressive spends yet in a season.

Fibre2fashion News Desk - India

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Courtesy: H&M

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