Allen Solly

MY WORLD. MY WAY.

A L L E N S O LL Y

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LAUNCHING THE WOMEN’S WEAR

Few branded playersLack of access to comfortable western

wearCompetitor’s entry

◦ Indus League – Scullers Women◦Raymonds - Be

Market size ◦Women’s wear 161 Billion ◦Growth Rate

9% Overall 15 %– 20 % Women’s western wear

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WHY ONLY MEN’S WEAR?Fewer working women than men Variety of personal choiceTraditional Indian Woman

◦Ethnic wear◦Saree – Highest selling product in India

◦Salwar Suits – Tailor made

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LAUNCH OF WOMAN’S WEAR

Cultural◦Entry of MNC’s◦Liberalization of society◦Marked increase in Indian working

woman Social

◦Reference groups Primary, Secondary, Membership,

Aspirational Interaction with western colleagues

◦Bollywood

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RETAIL AND PROMOTION STRATEGYMarket research

◦ Indian work cultureExclusive and retail outlets

◦ Customized retail store (Claude Pannighetti) Extensive Promotions

◦ 60 Million for advertising◦ 40 Million for research◦ Fashion Shows◦ Mailers◦ Outdoor advertisements ◦ Print campaign

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DIFFERENCES – Men/Woman

Availability of size Customized tailor made clothingWomen’s perception of a shoppingAttention to minute detailsUnique shopping experienceLess shelf life

◦Higher variety ◦Changing trends

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Developed Vs DevelopingLack of variety of choicesLess importance to perfectionLess exposure to choices

available Strict adherence to dress code

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RISK INVOLVED

Loss of customersBrand diversificationCustomer AcceptanceBased on market studyEver changing trend

◦ Styles and colorsLoss of identity as a male brandPositioning as a unisex brand

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ALLEN SOLLY’S BRAND EQUITY AT RISK?Strong brand image Strong brand loyalty Madura Garments

◦ Variety of men’ brands ◦ Peter England◦ Louis Philippe◦ Van Heusen

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Will it be able to grow? USP of Allen Solly

◦ Trim, Regular, Comfort, Straight Competitive Advantage

◦ High quality fabric to suit work environment Cotton, rayon blends, lycra, soft acrylic etc

◦ Pricing Premium /low-priced segment (Rs 499 to Rs 1,599)

◦ Variety of colours and designs Customer Value Analysis

◦ Market Research Consumer Needs

◦ Maslow’s Hierarchy Belongingness, Ego, Prestige needs

Personal Factor◦ Occupation , economic circumstances, personality ,life styles,

age and stage

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Positioning◦ Formal wear with relaxed, contemporary attitude ◦ Customised to the Indian woman (Stephen King)

Western wear with Indian flavour Tops which have side slits like kurta

◦ Target Customer Western outfit , once or twice a week 22-40 year age group Did not focus on converting sari/salwar-clad woman Nor a segment which lives in Western wear Some spill over to college-going crowd

Customer Relationship Management◦ Loyalty Programs

Total Customer Benefit ◦ Product, Personal, Image Benefit

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Marketing Strategy – Women’s Western Wear

Visual advertisementsDivide and buyBrand ambassador

◦The Indian Corporate Woman – Devita SarafTie up with

◦Corporate◦Retail outlets◦News channels ◦Aviation sector◦Online promotion◦Educational Institutes

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AccoladesMost Admired Brand – Women’s – Images

Fashion Awards – 2007,2005, 2004

Most Admired Brand – Smart Casuals – Images Fashion Awards – 2006

Most Admired Women’s Wear Brand – 2007 (CMAI – Clothing and Manufacturers Association Of India)

Super Brand of the Year – 2004

'Site of The Day' award for August 9, 2010

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