ASSIGNMENT

ON

CONSUMER BEHAVIOUR

Submitted to: By

Mr. Kislay Kashyab A.R. Bilal

2nd Sem, MFM.

Allen Solly redefines itself for the emerging young

Allen Solly is re-defining its promise by extending beyond

work wear and now includes casuals and evening wear in its portfolio.

Allen Solly, and its unique concept of Friday dressing had

redefined the branded apparel industry in India back in 1993. It had
recognised the need to bring verve and colour amongst the young in
the otherwise dull and dreary corporate world.

Allen Solly realises that consumer behaviour needs are very

different and hence it’s essential to speak to consumer in a manner
that is appreciated and respected. Having been primarily brought up in
post liberalisation era, the consumer today has the confidence to
experiment and express himself without any inhibitions.

A core Allen Solly team comprising members from key

functions such as marketing, design, product and creative agency has
been working over last 18 months, not in boardrooms but interacting
with consumers and gaining valuable insights into their buying
behaviour, expectations and feedback on Allen Solly.

Experts View:

“During our consumer interaction sessions, our belief about

Allen Solly’s strong equity was reaffirmed by consumers. The brand
is amongst the most salient brands in the industry and its core values
of Freedom, Casual and Success hold good even in today’s context.
It’s just that these values are now expressed differently than let’s say
when the brand was launched in 1993. E.g. In early 1990s,
consumer’s definition of success was always around “Work”…
successful at work meant being successful in life. But in 2009,
consumers are leading a more holistic life. They want to succeed at
work but also pursue other passions in life. We also realised that
Casualization of Wardrobe was becoming the norm. People were no
longer interested in dressing up but instead wanted to feel comfortable
and be at ease.”

- R. Satyajit, Chief Operating Officer, Allen Solly.

 Hence, keen to build on its strong inherent equity and desire to
capture the imagination of young in India, Allen Solly has redefined
its proposition from being a relaxed formal wear for work to “Casuals
for All Occasions”.

This being the new brand direction, Allen Solly was clear on
pursuing it without foregoing any value that makes it such a strong
brand. These values needed a reinterpretation and hence emerged the
brand thought “My World. My Way”.

With Autumn Winter 2009, Allen Solly has unveiled its new
direction through the “I Hate Ugly” campaign. An unambiguous way
of expressing one’s desire to take initiative and change the world
around him to suit one’s vision of how his or her world ought to be.

The brand is quite consistent in using outdoor and BTL to

reach its Target Group. Recently, as part of a launch campaign, titled
'I Hate Ugly', for a casual line of apparel; the brand played out a
'freeze act' with the help of live models decked in the latest Allen
Solly attire, in malls and high streets across the country.

Allen Solly will soon also be unveiling its new retail identity in
line with the new brand thought. It has roped in one of India’s leading
design and consultancy house to ensure the in-store experience for
consumers is consistent with brand values and thought.

“AW09 is the concept in which every season consumers will

get to experience unique and innovative concepts from Allen Solly
across various touch points – retail experience, service, products,
advertising, etc. Soon, we also will be rolling out revamped Loyalty
Program,” says Satyajit.

Allen Solly response to Consumer Behaviour

Allen Solly created ripples in the Indian market by releasing

new rules in corporate dress code. As the consumer behaviour
changes, it trashed whites and greys thereby making the corporate
world a colourful and vibrant place. Originating from the large
portfolio of international brands of Coats Viyella – UK, Allen Solly
truly has been the brand that transformed the way people dressed by
bringing in its concept of relaxed formal wear to India – bold and
bright colours, concepts and patterns.

Friday dressing as it was called, Allen Solly’s line was targeted

at young, contemporary corporate who was ready to challenge
conventions and create his or her own identity.

Focus on accessories such as eyewear, watches, women bags

have added to the lifestyle quotient for the brand. The brand offer
more than 30 product categories in the portfolio, making it truly
lifestyle brand.

Steps taken to satisfy Consumer Behaviour

Allen Solly started a branded shuttle

Allen Solly, a brand from the stable of Aditya Birla Group

recently started a branded cab for shoppers at South Extension I, one
of Delhi's shopping hubs - an idea which hardly involved substantial
investments, but reaped good results.

The brand's exclusive showroom at Block F, South Extension

is one of the few big showrooms situated close to the Ring Road.
Most showrooms are located close to the parking area of the market,
which also works as a meeting point for shoppers. In the summer,
most shoppers choose not to shop or only window shop close to the
Ring Road, preferring to go to showrooms located in the inner area of
the market for their purchases.

To deal with this issue and explore a new style of branding,

Allen Solly decided to start an air-conditioned cab, which picked up
people from the parking area, dropped them at the showroom; and
once they were done with shopping, brought them back to the parking
area. The creative on the cab -- put together by Avery Dennison, a
US-based developer of decorative solutions -- invited people to the
showroom with the copy saying: 'Ride with us to Allen Solly'.
Besides, a smartly dressed driver informed shoppers about the
shuttle's free service.

While golf carts carrying shoppers from one showroom to the

other in sprawling malls has become a trend in India, the idea of
starting an exclusive shuttle for a single brand is new.

"We believe in branding with an interactive element. For the

use of outdoor, our key markets are East India, Kerala and Bengaluru,
and some markets in the North. Based on the encouraging response in
Delhi, we plan to take the Allen Solly shuttle to other markets as
well," Kapil Khattar marketing manager, Allen solly.

“CashUrDrive shares how clients are moving away from static

branding options and expressing a need to engage customers at the
right touch points. "The brand faced a situation for which the only
solution was increasing the interactive aspect, by building a bond
based on trust. To put it simply, who would not like to use an AC cab
in Delhi's unrelenting summer?" Raghu Khanna, chief executive
officer, Allen Solly.