Merchandise Mix

Allen Solly

ARYAN RATHORE
SUBMITTED BY 
{BFT/18/519}
 Allen Solly
Launch: 1744
Take over and launch in India: 1993
Previous Owner: Williams Hollins and corporation Ltd.
Present Owner: Madura Fashion and Lifestyle, Aditya Birla Group
Stores in India: 207 Stores/98 Cities/25 States
Brand Tagline :  “My World, My Way”  was formed to show the brand’s
new trend.
Sub brands:
Allen Solly Juniors
Solly Jeans
Solly Sports
Categories:
Shirts, Trousers, Denims,
T- Shirts,suits,shorts,skirts,
Dresses,capris,jeggings,accessories
such as
Belts,ties,portfoliobags,handbags,
Handkerchiefs,socks,cufflinks,etc
Some Interesting Facts
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.

Women’s wear range for the working Indian women hit the shelves. For the first
time clothes are made to fit the Indian women’s body type. This gave the company
the prestigious “Images Award for Best Launch” in 2001.

In 2012 the symbol of Nottingham, “The Stag” was made the brand mark of the
company.

In 2008 it launched its first kids wear section.

Following the footsteps of Friday dressing “Friday Footwear” with cross over
styling was also introduced.

Currently Allen Solly mainly focuses on developing casual ,semi-formal and

formal wears for the middle class and upper middle class sections of the society.
The Concept of Friday Dressing, 1995
In the year 1995, Allen Solly pioneered the
concept of “Friday Dressing”. This was and is the
brand's core USP and has held it in good stead over
the many years. The brand not only created a
category called 'Work-Casuals' but Friday dressing
went on to become the pseudonym for free-
thinking, free-spiritedness and unconventionality
at work place. In simple terms Friday dressing
symbolises a relaxed casual entry from the busy
week into the weekend accompanied by smart and
semi-formal dressing.

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.

In the later years, after 1995 Allen Solly studied

the market of Indian women
and identified 4 body types:
Comfort
Trim
Straight
Regular
The merchandises kept at Allen Solly stores are altered every 6
months, that is when the Autumn-Winter Collections or the
Spring Summer Collections are out. The stores are usually
divided into sections on the basis of different segments like
Men’s wear, Women’s wear, kids wear, Accessories, Discount
sale, and a mixed sale arena. The entire store reflects a sense of
sophisticated display of individual groups of merchandises.

METHODS OF SOURCING
 As Allen Solly have plenty of customers,
volume wholesaling is a great way to
source for products.
 It stand to make huge profit margins if
the products they sell at retail prices
after buying them using this option.
 The profit margins will be slimmer if
they also use drop shipping as a product
sourcing method.
 Allen Solly uses liquidation method to
buy products from wholesalers or
manufacturers as they are very eager to
sell.
 Men‟s Wear 
The men‟s section was full of semi formals and casual merchandise. As
Allen Solly doesn’t specialize in denims there are very less of them.
Trousers, Chinos, Cargos, Mixed Cotton Shirts, Pure Cotton shirts, T-
Shirts, Jackets and Wind-cheaters,Sweaters,Shorts,and formal and
casual footwear are all that are on the racks.
 
Trousers Allen Solly Trousers are pure cotton varieties which
have flat or pleated prints. Fabrics are skin friendly. The trousers
features waist band with loops, firm zip closures, Patch
pockets,slantpockets,scoop pockets , and adjustable hems. The
types available are formal trousers and Chinos.

These trousers come in a number of Fit like regular fit, Slim fit
,Ultra Slim Fit, Comfort Fit, and are made from a variety of pure
and blended fabrics, like 100% Cotton,Cotton-Linen,Cotton Lycra
blend.
The trousers are also classified into 3 different categories
according to their features:
Uncrushables”:Made by twill weave fabric ,by cotton or cotton
blends ,are wrinkle free garment.
Go‟: Again ,a wrinkle free variety of trousers with added stretch
for more flexibility while running or fast walks. 3
Solitare‟:A premium quality wear made up of 6 ply cotton fabric.
•T-Shirts T-shirts available in Allen Solly are of
many types and varieties.Striped,basic printed
striped, graphic prints and solid colours are
prevalent. Polo neck, round neck, crew neck
left side single pocket t-shirts are the shelve
scorers. Available in half and full sleeves and
vibrant colours like orange,blue,red,pink,
etc.Much like the trousers these are also made
of 100% cotton or cotton blends.Mostlly they
are knitted and have a hosiery material feel.
Every T-shirt has the Stag logo embedded in it.
The full sleeve ones have the entire brand
name embroidered in them. They come in a
variety of fit like Smart fit, Regular fit, Trim fit
etc.
•Shirts Allen Solly manufactures many
comfortable cotton and linen half and full
sleeve shirts in solids and in beautiful colour
patterns like stripes and checks. they come
in attractive colour combinations like white-
black,blue-maroon,green,pink,etc.They are
peppy, vibrant and smart.
 ALLEN SOLLY

Menswear Accessories
Kids-wear
 Denims  Clutches
 Shirts & Tees  Bags
 Classic and formal shirts  Shorts & Bermudas  Wallets
 Bottoms
 Classic and formal trousers
 Belts
 Winter Wear  Socks
 Frocks
 Formal and Non-formal t-
Womenswear  Tops, Tees & Blouses
shirts
 Bottoms & Leggings Footwear
 Blazer  Shirts & Blouses  Skirts & Skorts
 Tees and tops  Shorts & Capris
 Shirt  Dresses
 Sweaters and jackets
 Jacket  Sweatshirt
 Sweater  Blazer
 Jackets and
 Chinos Overcoats
 Trousers
 Sweatshirt  Leggings
 Sweaters  Jeans
 Capris and Shorts
 Skirts
 Average 100-150 visits per day .
Average sales per month is 3-7
lacs .
Average number of staffs in a
store 4-5 of 600 square feet area.
Number of stores affiliated to
Allen Solly in Patna 3-4 stores
 This store located at Dumraon
palace in Patna

ALLEN SOLLY STORE IN PATNA

RANGE : Men’s Wear

Denims: 1499-4900 ž žINR

Classic and formal shirts: 1200-3500 INR
Classic and formal trousers: 1200-3499 ž INR
Formal and Non-formal t-shirts: 800-2500 INR
 Footwear: 999-4999 ž INR
Bags: 2000-5000 ž INR
Belts: 999-2200 INR
Blazer – 3999 to 12000 INR
Shirt- 699 to 2599 INR
Jacket - 4000 to 8000 INR
Sweater – 699 to 3000 INR
Wallets socks belts – 250 to 600 INR
Casual formal-1899 to 3299 INR
Denim - 1799 to 3099 INR
4000 TO 8000 INR IN
STORE
SIZES COLOUR
SMALL BLACK(34),
(68), NAVY(33),
MEDIUM BROWN(27),
(113), GREY(16),
LARGE BLUE(11),
(97), MAROON(9),
XL OLIVE(7),
(102), GREEN(5),
XXL KHAKI(4),
(102), RED(4),
XXXL YELLOW
(34)
 SHIRT
699 to 2599 INR in store
SIZES COLOUR
38 - 526 RED (111),
39 - 973 BLUE (556),
40 - NAVY (271),
1736 WHITE (207),
42 - 978 GREY (139),
44 - MAROON
1114 (134),
46 - 420 BROWN (126)
48 – 60
 CHINOS / FORMALS
Casual formal-1899 to 3299 INR) in store
COLOUR
SIZES
28(91), BLUE(178),
30(430 BLACK(80),
), GREY(80),
32(633 WHITE(74),
), NAVY(73),
34(384 YELLOW(71),
), PINK(51),
36(380 GREEN(49),
), RED(45),
38(376 BROWN(38),
), MAROON(32),
40(212 ORANGE(23),
), PEACH(19),
42(109 PURPLE(14),
), 44(5) OLIVE(13),
BIEGE(6)
 SIZES COLOUR
T-SHIRT SMALL
-470,
BLUE(178),
BLACK(80),
MEDIUM- GREY(80),
622, WHITE(74),
LARGE- NAVY(73),
478, YELLOW(71),
XTRALAR PINK(51),
GE-495, GREEN(49),
XXL(421 RED(45),
), BROWN(38),
XXXL(48 MAROON(32),
) ORANGE(23),
PEACH(19),
PURPLE(14),
OLIVE(13)
 JEANS
(Denim - 1799 to 3099 INR)
SIZES COLOUR
28(83), BLUE(201),
30(173), NAVY(64),
32(249), GREY (29),
34(206), BLACK(21),
36(211), WHITE(3),
38(216), BEIGE(2),
40(70), OLIVE(2),
42(9), BROWN(1),
44(4) KHAKI(1),
PURPLE(1)
 SIZES COLOUR SHORTS
28(3), NAVY(39),
30(32), GREY(35),
32(33), BLUE(34),
34(32), BLACK(24),
36(36), GREEN(23),
38(33), BROWN(17),
40(6), MAROON(17),
44(2) RED(17),
OLIVE(5),
YELLOW(4),
CREAM(3),
MULTI(3),
PURPLE(3),
BEIGE(2),
WHITE(2)
 SIZES COLOUR
SUITS AND BLAZERS 36- (98), NAVY(48),
3999 to 12000 INR 38-
(124),
GREY(39),
BLUE(33),
40- BLACK(22),
(140), MAROON(13),
42- BROWN(10),
(120), BEIGE(9),
44- GREEN(4),
(111), KHAKI(4),
46- (46), CREAM(3),
50- (1) PURPLE(3),
OLIVE(2),
PINK(1),
RED(1),
WHITE(1)
 SWEATERS
SIZES COLOUR
XS(4), NAVY(39),
S(95), GREY(35),
M(122), BLUE(34),
L(150), BLACK(24),
XL(174), GREEN(23),
XXL(156 BROWN(17),
), MAROON(17),
XXXL(27 RED(17),
) OLIVE(5),
YELLOW(4),
CREAM(3),
MULTI(3),
PURPLE(3),
BEIGE(2),
WHITE(2)
 SIZES COLOUR SWEAT SHIRTS
SMALL(66), GREY(34),
MEDIUM(106), BLUE(31),
LARGE(106), BLACK(28),
XL(135), NAVY(18),
XXL(99), GREEN(13),
XXXL(32) RED(11),
BROWN(10),
MAROON(10)
, WHITE(9),
ORANGE(6),
YELLOW(6),
OLIVE(5),
PURPLE(4),
CREAM(1)
ACTIVE WEAR WALLET
FOOTWEAR
KIDS “JEANS/T-SHIRT/SHORTS/WINTER WEAR”
 Women‟s Wear 
Allen Solly women create apparel that is
contemporary on trend and retains a basic classic
appeal. Their Garments perfectly show the essence
of the brand that is Chic, sophisticated with a touch
of fun. It has always broken commercial rules, by
developing garments in bold colors,unconventional
designs and fashion forward
silhouettes.Shirts,Blouses, Jeans,Sweaters and
cardigans, Dresses, Tees,Tops,Shorts and
Capris,Jackets ,overcoats ,trousers,leggings
,Skirts,Suits and Blazzers and footwear were the
chief merchandises. Made up of a combination of
fibres like cotton,polyester,viscose and even 100%
single fibre(for e.g. 100% cotton) each individual
garment had some features that made them stand
out, like due to their textures, or patterns or prints
or colors.

All collections have a definite story attached to it

like for example Aw‟ Summer bloom is a mainline
story tag for Summer Clothes. The texture ,pattern
and design of the garments are such that each
piece of clothing can be a trademark of a new style
 Women‟s Tees and Tops Tops and tees are
available in different length with different prints
and looks perfect for any casual occasion. With
its chic styling ,classy cuts and contemporary
design Allen Solly has a good name for itself in
the casual women‟s wear market.

They are available in round necks, stylized

necks,v-neck,cowlscoop,noodlestrap,gathered
neck line, key hole neck line, and in different fits
like regular fit and casual fit. Variety of
Merchandise Full length trousers,
Capris,DenimLongers,palazzers,front pleated
trousers,thigh length capris,shorts are available
in slim fit ,ultra slim fit,skinny fit, regular fit, and
had different colour washes like acid
wash(mid,light,dark),different patterns like
solid,printed,polka dots, floral printed,
Besides These the other Product in men’s wear
geometric patterns, animal prints vintage
Include:  Shirts and Blouses  Sweaters and
checks, textured rub etc.
Cardigans  Suits And Blazers  Jacket And
Overcoats  Tunics  SweatShirt  Trousers and
Leggings  Jeans and Jeggings  Shorts and
Capris  Skirts  Clutches and Bags  Shrugs
SHIRT
Total Products:154
Price(INR):
400-599: 6
600-999: 57
1000-1499:82
1500-2999: 9
Size:
Out of these 84 is available in size xs
Out of these 104 is available in size s
Out of these 106 is available in size m
Out of these 95 is available in size l
Out of these 94 is available in size xl
Out of these 63 is available in size xxl
Out of these 26 is available in size xxx
TOPS & TEES
Total Products: 803
Price-
399 and below:9
400-599: 41
600-99: 431
1000-1499:296
1500-2999: 26

Sizes:
Out of these 465 is available in size xs
Out of these 561 is available in size s
Out of these 554 is available in size m
Out of these 562 is available in size l
Out of these 533 is available in size xl
Out of these 271 is available in size xxl
Out of these 51 is available in size xxxl
DRESS
Total Products:273
Price
600-999: 5
1000-1499: 134
1500-2999:132
3000-4499:2

Sizes:
Out of these 184 is available in size xs
Out of these 214 is available in size s
Out of these 224 is available in size m
Out of these 206 is available in size l
Out of these 180 is available in size xl
Out of these 74 is available in size xxl
Out of these 8 is available in size xxxl
SWEATERS & CARDIGANS

Total Products: 70
 
Price:
600-999: 42
1000-1499:18
1500-2999: 10

Sizes:
Out of these 42 is available in size xs
Out of these 44 is available in size s
Out of these 39 is available in size m
Out of these 33 is available in size l
Out of these 30 is available in size xl
Out of these 22 is available in size xxl
Out of these 1 is available in size xxxl
 JACKET
Total Products:35

Price-
600-999:1
1000-1499:5
1500-2999:19
3000-4499:5
4500-6999:5

Sizes:
Out of these 16 is available in size xs
Out of these 23 is available in size s
Out of these 20 is available in size m
Out of these 20 is available in size l
Out of these 16 is available in size xl
Out of these 11 is available in size xxl
Out of these 1 is available in size xxxl
SWEATSHIRT
Total Products:53

Price-
600-999:30
1000-1499:22
1500-2999:1

Size:
Out of these 16 is available in size xs
Out of these 23 is available in size s
Out of these 20 is available in size m
Out of these 20 is available in size l
Out of these 16 is available in size xl
Out of these 11 is available in size xxl
Out of these 1 is available in size xxxl
 SUITS
Total Products:60
Price-
600-999:1
1000-1499:3
1500-2999:38
3000-4499:18
Sizes:
Out of these 34 is available in size xs
Out of these 44 is available in size s
Out of these 39 is available in size m
Out of these 42 is available in size l
Out of these 39 is available in size xl
Out of these 37 is available in size xxl
Out of these 1 is available in size xxxl
Trousers and Leggings
Total Products::179

Price-
400-599: 1
600-999: 50
1000-1499: 96
1500-2999: 32
Sizes:
Out of these 119 is available in size 26
Out of these 135 is available in size 28
Out of these 96 is available in size 30
Out of these 95 is available in size 32
Out of these 97 is available in size 34
Out of these 72 is available in size 36
Out of these 21 is available in size 38
Jeans and Jeggings
Total: Products: 112

Price-
600-999: 6
1000-1499: 47
1500-2999: 59

Sizes:
Out of these 92 is available in size 26
Out of these 92 is available in size 28
Out of these 79 is available in size 30
Out of these 83 is available in size 32
Out of these 77 is available in size 34
Out of these 61 is available in size 36
Out of these 14 is available in size 38
Shorts and Capris
Total Products:8

Price-
600-999: 7
1000-1499: 1

Sizes:
Out of these 2 is available in size 26
Out of these 3 is available in size 28
Out of these 5 is available in size 30
Out of these 1 is available in size 32
Out of these 3 is available in size 34
Out of these 1 is available in size 38
 SKIRTS
Total Products:24
Price-
600-999: 7
1000-1499: 15
1500-2999: 2
Size:
Out of these 2 is available in size 26
Out of these 3 is available in size 28
Out of these 5 is available in size 30
Out of these 1 is available in size 32
Out of these 3 is available in size 34
 FOOTWEAR
Total Products:287

Price-
400-599:2
600-999:104
1000-1499:143
1500-2999:38
Sizes:
Out of these 124 is available in size 3
Out of these 157 is available in size 4
Out of these 175 is available in size 5
Out of these 149 is available in size 6
Out of these 142 is available in size 7
Out of these 135 is available in size 8
Allen Solly brings together people from
different walks of life and unites them in
the matter of style and attitude. And this
becomes a greater challenge for the
organization. Addressing together the
taste of various groups under one roof is
indeed a demanding task. And this makes
the work of the visual merchandiser’s even
more difficult. They change the visual
merchandising section every 15 days to
give the store a new look each time. The
following are the concepts that are
The following
observed are the
in the Allen concepts
Solly store. that are observed
in the Allen Solly store.
• Store layout: adequate open space is provided
in the entrance to give the consumer a clear view
of the entire store. The stocks are placed in such
an order that it can be easily be differentiated by
the consumer. Each sections, i.e., women wear,
men’s wear, formal section, semi formal section,
casual wear are all placed in a grouped distinct
section.
 The new arrivals are stocked just at the
entrance of the store to make the consumers
 • In the middle of the store, the ‘how-
to-wear-it window’ is provided to
enable them to innovate and the right
way to put together a new look. The
window consists of a mannequin
dressed in all the elements of that
look and in the surroundings for
which the new fashion is intended.
Bright colour merchandise is always
used to attract the attention of the Light: the natural effect of light is
customers. created with the blend of white and
yellow colour light. The combination
of both these colours creates the
sunlight effect that helps the
consumer to understand the exact
colour of the product in the store. It
becomes easier for them to
Logo: the logo ‘stag’ is used as a wall differentiate between the colours.
hanging in the entrance, as well as
above each section to make the
consumer aware of the sign of
representation of the brand. AS (short
form of Allen Solly) is also placed in
various places of various different
 Junior SollyAllen Solly has recently
launched its first exclusive kids store
at the Phoenix Mall located
inBangalore, in an interpreted design
identify of its mainline flagship.

Allen Solly opens its first Men’s

Exclusive store in Tirur, Kerala Tirur,
February 28, 2019: Allen Solly, India’s
pioneer brand in casual work wear
from AdityaBirla Fashion and Retail
Ltd., unveiled its first store in Tirur.

Allen Solly maiden store

launched in Aziwal, Assam by
Hon’bleMinister of State Shri Pu
Lalruaktima~The new outlet will
house the best of Allen Solly
Collections for Men Women and
Kids~Aizwal, September 24,
 A NK
TH
YO U