ALLEN SOLLY-“ FRIDAY DRESSING”

Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand
was purchased 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. Madura Garments which was
looking for an unconventional brand targeting young professionals found a fitting brand in Allen
Solly. Aditya Birla Group took over Allen Solly in 2001 .

Allen Solly is a brand that changed the dressing habits of Indian executives. Launched in 1993,
Allen Solly attained a near cult status in a highly competitive readymade market within a short
period of time.

The Vision Of Allen Solly :

Allen Solly entered the market with the blockbuster concept of Friday Dressing. The idea was
not new. Globally the there was a marked trend towards relaxed work wear and Allen Solly
pioneered that concept in the Indian market.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 market was not open to experimental apparel. Friday
dressing by Allen Solly gave Indian corporate a chance to transform their wardrobes.
Allen Solly was in a way announced the coming of age of the mature global Indian workforce.
The new formal wear was relaxed and not boring. Allen Solly’s line was targeted at young,
contemporary corporate who was ready to challenge conventions and create his own identity.
Over the years the brand has evolved to achieve a high fashion quotient and appeal through its
exciting fashionable merchandise.

A pre-launch study of the product showed that women in India were open to Western work wear,
but were not happy with what was available in the market. They found that most ready-to-wear
were suited to the trim and slim `perfect' body type. They created designs for four body types —
trim, regular, straight and comfort.
And for each he used the fabric he thought suited the body type the best.Allen Solly's concept of
Friday Dressing continues to gain ground. More than a decade after it first took root, corporate
India continues to be smitten by the idea. It may have started as primarily Friday wear but, as
employers realised that people worked better when comfortably dressed, Allen Solly clothing
was extended to the rest of the week. Good as the Friday Dressing idea was, Allen Solly would
have got nowhere if it did not have a product that delivered that promise. The brand liberated
corporate executives from, as some have described it, robot-like assembly line uniformity. The
idea was very basic and very simple but it hit the bull's eye.Allen Solly made some simple
additions to standard garments to carve a niche for itself in the marketplace.

Competitors

Ritu beri’s “label”, Puja’s bizzare’s, United colours of Benetton, mango, zara, Luis Philip,
blackberry.

Brand Values

From 1744 to 1993 and onwards till date, Allen Solly is what it has always been. And yet
something has changed. It's still fresh, relaxed and unconventional. It's still about bending the
rules. It's still the young ambitious, innovative trendsetter. "The range is targeted at self-assured
working women earning above Rs 8,000 per month and looking for alternative clothes. Allen
Solly was valued at Rs 250 crore brand.

It's still the friendly approachable guy who knows how to beat stress. It's still about Friday
Dressing. What has changed is the world around it: the conventions it's fighting against today
and the workplaces it's seen at. Allen Solly still is and will continue to be the positive non-
conformist.

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Future prospects

Branded women apparel market is projected to rise at a rate close to 25% and the surpass Rs
18,000 croreby 2010. Today the Allen Solly turnover is Rs 200 crore, It aims to grow with a
turnover of Rs 500 crore till 2011.