ALLEN SOLLY

AN ADITYA BIRLA FASHION

AND RETAIL LTD. DIVISION
CONTENTS
• INTRODUCTION
• HISTORY
• MARKETING
• PROMOTION STRATEGY
• SWOT ANALYSIS
• SURVEY AND THEIR ANSWER
• CREDITS
INTRODUCTION
Aditya Birla Fashion and Retail Limited (ABFRL) emerged after the consolidation of
the branded apparel businesses of Aditya Birla Group comprising ABNL's Madura
Fashion division and ABNL's subsidiaries Pantaloons Fashion and Retail (PFRL) and
Madura Fashion & Lifestyle (MF&L) in May 2015. Post the consolidation, PFRL was
renamed Aditya Birla Fashion and Retail Limited.
ABFRL brings together the learnings and businesses of two renowned Indian fashion
icons, Madura Fashion & Lifestyle and Pantaloons Fashion and Retail. ABFRL is India's
No 1. Fashion Lifestyle entity with a combined revenue of Rs.6,633 crore for FY17,
growing at a rate of 10 per cent and EBITDA of INR 476 crore for FY'17 that has grown
at 18 per cent over the last year.
Madura Fashion & Lifestyle, a division of ABFRL, was the first player operating on a
national scale, dedicated to the core business of fashion retail in India. Originally
known as Madura Garments, MF&L was born in 1988 at the cusp of the unshackling
of the Indian economy. Fashion in those days was not what the consumer's
aspirations merited. MF&L has a vast retail network comprising exclusive outlets,
premium multi-brand and department stores. Four of its brands are among India's
top fashion names, with MRP sales in excess of Rs. 1,000 crore each.
Allen Solly is a brand that transformed the dressing lifestyles of
Indian officials. Allen Solly was the modernizer in bringing the semi-
formal revolt to the Indian market.

It netted the imagination of youth and professionals equal giving

them a chance to mark a fashion statement at work. The brand
has progressed swiftly in the past years, becoming one of the
fastest growing brands in India.
HISTORY
1744 saw the birth of Allen Solly as a brand of William Hollins & Co.
Ltd.

In the year 1990 Allen Solly was taken over by a young fledgling
company Madura Garments, a division of Madura Coats, a
market leader in threads and garment trims. Madura Garments
had already launched two of the now famous men's formal
international brands in India (Louis Philippe and Van Heusen) but
they were looking at a product line that would cater directly to
the growing proportion of professionals who were not happy with
the status quo and wanted to make a statement of style that was
different. In 1993 they found that statement.
MARKETING
Allen Solly comes into the market with the hit idea of “Friday Dressing”.
Allen Solly launched office apparels in colored shirts and Khaki trousers
which became a prompt hit. A brand tagline “My World, My Way” was
formed to show the brand’s new trend.
In 2002, Allen Solly became the first Indian brand to introduce work
fashion for women.
In 2013, the kid’s apparel was expanded into a complete smart young
wardrobe, “Allen Sally Junior” for boys and girls.
Solly Jeans Company was launched in 2014 and Solly Sport was
introduced as a tennis-inspired lifestyle sports brand.
PROMOTION STRATEGY
TV Commercials
Allen Solly has the campaign to take forward the concept of ‘Friday Dressing’.
The film targets to imbue the casual spirit of a Friday on any day of the week
and make work less stressful.
The film is set in an office where employees dressed in casual work clothes join
their coworkers in singing and dancing to do away their work allied stress. The
film ends with all coworkers going back to their work as a voiceover announces,
“Adios stressing, hello Friday Dressing.”

Social Media Marketing

Allen Solly has a considerable presence on Facebook, Twitter, and Instagram,
and is slightly active on YouTube.
Though the brand sells products for men & women, their social media content is
profoundly targeted towards women.
USP-
STYLISH OFFICE WEAR

STP-
SEGMENT. Young fashion conscious Women and Men
TARGET GROUP. Urban Men Upper class and upper middle class
POSITONING. Lighten up the workplace

COMPETITION-
ARROW
RAYMOND Ltd.
BELMONTE
STRENGTH
 Work casuals in bold colors,
innovative fabric and young fits.
 They have an experienced design
team which understands the
changing demands of the
consumer and innovates new
designs and product.
 Allen Solly has 5 multi sub brand
under them like Allen Solly(casual
clothing), Solly (women's clothing),
Solly jeans(denim jeans), Allen Solly
junior (kids clothing), Solly
sports(sports clothing).
SWOT ANALYSIS
WEAKNESS
 Global penetration is limited as
compared to a few other
international brands.
 Presence of Indian and
international brands offers more
offering to customers therefore high
brand switching.
 Madura fashion has many brands
under them due to which there is a
cannibalising effect which hurts the
sales of the brands from the same
company even though all of them
are different from each other.
 OPPORTUNITY
 The brand can diversify into
emerging markets and also
consider of expanding into other
countries or sectors.
 Digital initiatives and plans to spend
significantly on it over the next few
years
 Brand extension to enter new
product categories such as
Footwear, caps etc. It already has a
line of fragrances.
SWOT ANALYSIS
THREATS
 Local market and other brands may
offer similar patterns at a lesser price
although discounting on the quality.
 Arrival of new technology may pose
a threat.
 Similar patterns and verity available
at lesser price with other brands
pose a threat.
SURVEY
COMMON QUESTIONS

Q. WHAT IS YOUR NAME?

Q. WHAT IS YOUR GENDER?
Q. WHAT IS YOUR AGE?
Q. WHAT IS YOUR OCCUPATION?
NAME AGE GENDER OCCUPATION

KHYATI 19 Female Student

SONATHALI

PRANAV 19 Male Student

GAGGAR
PRANAV PATIL 20 Male Student

PUNEET DANG 19 Male Student

SARVESH 20 Male Student

KUWAR
SONAM 18 Female Student
BHARDWAJ
BASIC QUESTIONS FOR CONSUMER BEHAVIOUR-

• ON MONTHLY BASIS HOW OFTEN DO YOU SHOP FOR?

• HOW MUCH DO YOU SPEND AVERAGELY ON APPAREL?
• WHAT DO YOU SHOP FOR?
• WHICH SHOPPING METHOD DO YOU PREFER?
• HAVE YOU SHOPPED FROM ALLEN SOLLY?
• Question for those who buy Allen Solly

• WHAT DO YOU BUY MOSTLY FROM ALLEN SOLLY?

• DO YOU ALSO BUY FROM OTHER SHOPS?
• DO YOU FIND EVERYTHING THAT SUIT YOUR NEED?
• IN WHAT CATEGORY WOULD YOU LIKE MORE CHOICE IN?
• HOW MANY YEAR HAVE YOU BEEN BUYING FROM ALLEN SOLLY?
• DO YOU LIKE STORE SERVICE/ONLINE SERVICE?
• WHICH OF FOLLOWING FEATURES DO YOU THINK SUIT ALLEN SOLLY?
• HOW DID YOU HEAR ABOUT ALLEN SOLLY?
 FEEDBACK

QUESTION-
• ANY THOUGHTS ON CHANGING TO ANOTHER BRAND?
• REVIEW ON PRODUCTS OF ALLEN SOLLY.
• WHAT MADE YOU LIKE ALLEN SOLLY?
 FEEDBACK

1) Currently no.
2)No Comments
3) Attractive design and excellent presentation of brand.
 FEEDBACK

 1) No thoughts on that.
 2) Comfortable in legs, communication skill of employees
 3) Repetitive Advertising made me curious.
 FEEDBACK

 1)Cheap price and better quality.

 2)Branded company, but expensive.
 3) Color of cloth feels different and special.
Question for those who don't buy Allen Solly

• WHAT BRAND DO YOU SHOP FOR?

• REASONS YOU DON'T LIKE ALLEN SOLLY?
• WHICH OF THE FOLLOWING WILL MAKE YOU BUY FROM ALLEN SOLLY?
• WHICH OF FOLLOWING FEATURES DO YOU LIKE FROM YOUR BRAND?
• WHAT DO YOU BUY MOSTLY?
• HOW MANY YEARS HAVE YOU BEEN USING THAT BRAND?
• HOW DID YOU HEAR ABOUT THAT BRAND?
• DO YOU LIKE THEIR STORE SERVICE/ONLINE SERVICE?
WHAT BRAND DO YOU SHOP
FOR?
 FEEDBACK

QUESTION-

• ANY THOUGHTS ON CHANGING TO ALLEN SOLLY?

• HOW CAN WE ATTRACT YOU TO OUR BRAND?
• WHAT MADE YOU LIKE THIS BRAND?
 FEEDBACK

 1) Not currently.
 2) Should be at a reasonable price.
 3) Brand awareness, reasonable price and discount.
 FEEDBACK

 1)If any product is attractive I will buy but at a reasonable

price.
 2) Should be at a Convenient location to make me aware.
 3)
Branded clothes that are comfortable and also feels good
by just by touching it.
 FEEDBACK

• 1) If it is branded quality and has status I Will

purchase it.
• 2) No comments.
• 3) Brand awareness i.e. should feel connected to
that brand.
MY ANALYSIS-

This is done in a specific area and it should be considered a prediction

but a data. More data is needed to perform accurate future prediction

and to make better marketing strategy.

  Special thanks to
 Made by
 Khyati sonathali
 sarvesh Janoti
 Pranav gaggar
 Pranav Patil
 Guided by
 Puneet dang
 Tanmay sir
 Sonam Bhardwaj
 Hitesh Amarnani  Sarvesh Kuwar