Allen Solly:Emerging the Indian Womens Western Wear Market

Prepared By: Arun Yadav Avinash Rai Bhairavnath Kulkarni Gaurav Agarwal Shomic Gupta Sumit Patel

Introduction
Brand Allan Solly was launched in 2002 Madura Garments began functioning as subsidiary of Madura Coats Ltd Madura garments succeeded in attracting the masses. First ever nation wide exercise to offer readymade western wear for woman India. Madura took risk by trying to extend its exclusively for men brand ALLEN SOLLY. Impressive performance during the test marketing.

Introduction
Brought the concept of Friday dressing to woman all over the country. Scope of operations and marketing support was what set ALLEN SOLLY apart from its other competitors. Recognized the scope as the market was completely in the hand of unorganized sector and had few branded players. Many analyst felt that the business did not hold too much promise. Madura justified its move citing studies

What Indian Apparel Market showed

As of 2001 - 2002
450 400 350

300
250 200 150 100 50 0 Man Women Kids Total

Tailored
Readymade Total Branded Readymade

Source: KSA - Technopak

Key issues
Market was totally in the hand of unorganized sector. Indian women would not be comfortable giving up their traditional attire. Extended a successful 9 years old mens wear brand to the womens wear segment.

Issue of inventory.

Relevance and Significance of Business Research

Business research an important tool for decision making for organizations. Helps in gaining an upper hand over the competitors.

MNCs like McDonalds and Kellogg suffered heavy losses in their Indian operations due to inadequate business research. IBM, Tata, Sony spends a huge amount of money studying various aspects of business importance.

Madura employs IMRB

Good move, Allen Solly knew the importance of market study. IMRB provided insight about the Indian work culture and requirements of working women.

Study revealed that ethnic & traditional wear were not comfortable for women while working.
Understood that international styling western wear were unsuitable for Indian women.

Outcomes of the Research

Focused on the comfort and styling aspects. Product was made suiting the needs and body proportions of Indian women.

Stephen King was recruited to create designs suitable for all body types that came out from research. All garments were developed in line with the findings of market research.
Was able to identify the target customer base .

Marketing Strategy
Launched women wear through its six exclusive outlets and through leading retail showrooms. Stores were made that made shopping experience unique and pleasant.

Garments were staged in easy to find, fit based category.

60 Million rupees were spent on advertising. Fashion shows were organized as a promotional exercise Appropriate use of print media as well

Marketing Strategy to become market leader

Introducing Party wear, college wear, shoes along with office wear. Increasing the variety, price range of products. Showing women of different profiles in the advertisements.

Threats For Madura

Arvind Mills - Market leader in Indian denim market, entered into women's segment in 2003. Raymond extended its distribution chain to 100 exclusive BE outlets in 2003. Private fashion labels entered the business.

Leading fashion designers such as Ritu Beri and Pooja Mehra launched there range through exclusive retail outlets.

Survey which we did

Sample Size : 34 Population : IBS Mumbai, Girls