Study on Allen Solly
HISTORY
Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand was purchased sometime in the 90's by a new company called Madura Garments which was a part of Madura Coats. Madura Coats was a big producer of threads.
Allen Solly launched its women's wear category in 2001. Within a span of five years, the brand has emerged as a clear leader in its segment and is indeed one of the most sought after brands in the country. Allen Solly Women is targeted at the modern thinking women who have the freedom to be who they are, have people respect their desires and more importantly to be taken seriously. They extended the concept of Friday Dressing to women all over the country.
Allen Solly stands for positive, non-conformists who do not allow the system to break them, but overcome barriers and emerge winners. Its positioning is driven by building high aspiration levels through its unique fashion appeal.
THE VISION OF ALLEN SOLLY
The company aimed to emerge as a brand which was totally new and did not stick to conventions. “Friday Dressing” was introduced to give the company a stronghold. Initially the Indian markets were not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporate a chance to transform their wardrobes. The new formal wear was relaxed and not boring. The Aditya Birla Group took over Allen Solly in 2001.
Allen Solly brings together people from different walks of life and unites them in the matters of style and attitude. The innovative garments of Allen Solly give people an identity in the work place and while chilling out.
SUMMARY OF THE CASE
Indian women generally wear traditional ethnics. However with the Indian society becoming more and more liberal a need arose for attire that was more work friendly then saree. Salwar Kameez was an alternative but it had to tailor as per individual’s requirements. Indian society was becoming westernized as per lifestyles, educations and vocation in
Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand was purchased sometime in the 90's by a new company called Madura Garments which was a part of Madura Coats. Madura Coats was a big producer of threads.
Allen Solly launched its women's wear category in 2001. Within a span of five years, the brand has emerged as a clear leader in its segment and is indeed one of the most sought after brands in the country. Allen Solly Women is targeted at the modern thinking women who have the freedom to be who they are, have people respect their desires and more importantly to be taken seriously. They extended the concept of Friday Dressing to women all over the country.
Allen Solly stands for positive, non-conformists who do not allow the system to break them, but overcome barriers and emerge winners. Its positioning is driven by building high aspiration levels through its unique fashion appeal.
THE VISION OF ALLEN SOLLY
The company aimed to emerge as a brand which was totally new and did not stick to conventions. “Friday Dressing” was introduced to give the company a stronghold. Initially the Indian markets were not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporate a chance to transform their wardrobes. The new formal wear was relaxed and not boring. The Aditya Birla Group took over Allen Solly in 2001.
Allen Solly brings together people from different walks of life and unites them in the matters of style and attitude. The innovative garments of Allen Solly give people an identity in the work place and while chilling out.
SUMMARY OF THE CASE
Indian women generally wear traditional ethnics. However with the Indian society becoming more and more liberal a need arose for attire that was more work friendly then saree. Salwar Kameez was an alternative but it had to tailor as per individual’s requirements. Indian society was becoming westernized as per lifestyles, educations and vocation in
References: * www.allensolly.com * http://www.scribd.com * www.bharattextile.com * www.google.com * Book: * Marketing Management by Phlip Kotler, Kevin L. Keller, Abraham Koshy, Mithileshwar Jha.