3.1) Allen Solly

3.1.3) Brand Meaning

Another brand owned by Madura Fashion & Lifestyle, Allen Solly has its roots in Britain. The ram and a deer depicted in the previous logo symbolized the British woolen industry and the city of its origin, Nottingham. The revised logo is a stylized deer that pays homage to the rich heritage and heritage that the brand carries with it. The logo is in honor of the brand’ s heritage and its roots. As a brand Allen Solly has launched their new identity that will strengthen their core positioning factor which is “Friday Dressing ” . The meaning of their name “Allen Solly ” means “thanks giving ” . The symbolic meaning of the color indigo was initially power, importance and wealth.

3.1.4) Target Audience

Management framework enables a brand like Allen Solly to benchmark its business & performance as compared to the competitors. Allen Solly is one of the leading brands in the lifestyle and retail sector. Allen Solly targets Urban Men Upper class and upper middle class. Their segment that they focus on for marketing is Young fashion conscious Women and Men. Which is why the brand currently is present in more than 50 countries. Allen Solly ’ s approach follows a paradigm of cocreation whereby consumers are given the ability to participate in the merchandise development process from which they can create wardrobes in colors with their individual tastes and desires. It targets young professionals/entrepreneurs who are ahead of the curve, experimentative and believe in looking distinct.

3.1.5) Brand Philosophy

The brand pioneered the “Friday wear ” concept nearly two decades ago in a bid to reduce clutter in the highend menswear segment with its office-casual positioning. The new mnemonic was first seen on his coat of arms. It featured elements such as the Allen Solly monogram, the ram and the deer, elements that represented the culture of the company and its products. “The ram symbolized the English woolen industry and Allen Solly ’ s place within it, while the stag represented the city of Nottingham, where the brand’ s roots lie. To popularize the concept of “ open work culture ” , Allen Solly decided to engage with consumers at his favorite entertainment venue: the PVR Cinemas located in Phoenix Market City, Bangalore. Committed moviegoers in a unique way one weekend. People who went to see a movie on a Saturday were unaware of the pleasant surprise that awaited them.

3.1.6) Brand feeling

Although Allen Solly is an Indian brand, it gives an international feel because of the excellent physical evidence in showrooms as well as the quality of clothing and the advertising. This International feel therefore raises the expectation and satisfaction from the brand. Allen Solly has an experienced design team which understands the changing demands of the consumer and innovates new designs and products. They have elements incorporated in their service to make it tangible and measurable. The brand gives its audience the freedom to choose the only thing that can change in the basic range: the colors. Allen Solly will keep eight colors in store. The rest can be personalized and delivered to the consumer ’ s door.

3.1.7) Brand Value

Allen Solly is one of the biggest brands owned by Birlas. Its value was expected to reach Rs 100 crore by the end of the current fiscal year. Madura Garments, part of the diversified Indian shelf, has grown the brand by expanding its portfolio. The company has just expanded Allen Solly into womenswear. Allen Solly was voted as a seventh best brand by the Economic Times ’ Brand Equity in the year 2014. The Brand has been known to innovate in the area of work casuals and has pioneered in Friday Dressing. The brand, at present, retailed from 207 exclusive stores across India and with the plans of International Expansion; the number is going to increase very soon. In the last fiscal, its revenue mounted at INR 600 crore. Its core value is constant which is product innovation. It aims to produce products that has never been offered in the market. The product has always occupied the centre stage in everything the company does.

3.1.8) Brand Positioning

Allen Solly is among the topmost brands in India and it scored the highest amidst all brands in its segment by the Economic Times Brand Equity survey. Allen Solly is a pioneer for western wear for women in India and redefines work wear in India with its ‘Friday Dressing ’ fashion concept. The brand has more than 200 outlets in India itself and with the plans of International expansion; the number will increase very soon. The impeccable branding and the impressive clothing are what attract most customers to the retail outlets of Allen Solly. With the rise of E-commerce, you will also find Allen Solly clothes being sold online in huge quantities. Allen Solly ranks at the topmost position, thanks to its outstanding collection and focus on consistent quality. The brand is present in over more than 50 countries.