ALLEN SOLLY PRESENTATION BY DIPANGSHU SARKAR JASMEET REKHI ROHAN VARSHNEY SAHIL DUHAN SHASHANK AGRAWAL
Feb 16, 2016
ALLEN SOLLYPRESENTATION BY
DIPANGSHU SARKARJASMEET REKHI
ROHAN VARSHNEYSAHIL DUHAN
SHASHANK AGRAWAL
• Brand was created by William Hollins & Co. in 1744.
• Nottingham, England.• 1990, the brand was taken
over by Madura Garments which launched it in India in 1993.
GARMENTS- Shirts Trousers Denims T-Shirts Suits Shorts Skirts Capris Jeggings
ProductsACCESSORIES- Belts Ties Portfolio Bag Hand Bags Handkerchief Socks Cufflinks
I Hate Ugly Allen Solly
My World. My Way
• Allen Solly created ripples in the Indian market by releasing ‘Friday Dressing’.
• It trashed whites and greys thereby making the corporate world a colorful and vibrant place.
• Targeted at young, contemporary corporates
• Focus on accessories such as eyewear, watches and women's bags; have added to the lifestyle quotient of the brand.
TARGET ACCORDING TO THE DEMAND OF NEW MARKET
• When they noticed demand going up for Size 26 and 28 trousers in the Allen Solly brand.
• It was found that women were buying those for themselves.
• Hence, Allen Solly became the vehicle to launch Western womenwear
• . The trousers range in sizes from 26 to 36 inches• The comfort fit was a hit as women looking for Western
clothing found something for themselves here.
Promotional Strategy
• Corporate Collaboration program Collaborate with corporate houses and
sponsor events such as fashion weeks etcOpen stores in campuses of big companiesSpecial discounts to people working in
corporate partners
Promotional Strategy
• Online promotion Campaigns through social networking sites
such as facebook ,twitter etc Sale through e-commerce websites such as
flipkart and their own online store
Promotional Strategy
• Telecommunication promotion Promotion by sending promotional messages Call premium customers for special offersSend birthday wishes etc to their customers
Promotional Strategy
• Print Media Promotion Take out advertisements in leading
newspapers and magazinesInformation about their stores ,discounts and
offers etc
Promotional Strategy
• On Road Promotion On road promotion is done through
billboards, signages etcSpecially done when they want to lauch a new
clothing line
Reasons for success
• Continuous innovation• Bold and contemporary style• No compromise with quality• Something for everyone