NATIONAL INSTITUTE OF

FASHION TECHNOLOGY

ENTREPRENEURSHIP & SUSTAINABLE

BUSINESS PRACTICES

END-TERM ASSIGNMENT

SUBMITTED BY:
Jhanvi
Tarun
Vanshika

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Contents
ALLEN SOLLY ............................................................................................................................... 3
VISION .................................................................................................................................. 4
SUB-BRAND OF ALLEN SOLLY ....................................................................................... 5
PRODUCT RANGE .............................................................................................................. 6
PRICE RANGE...................................................................................................................... 9
BUSINESS MODEL OF ALLEN SOLLY .............................................................................. 10
CUSTOMER SEGMENTS .................................................................................................. 10
VALUE PROPOSITIONS ................................................................................................... 10
CHANNELS ........................................................................................................................ 11
CUSTOMER RELATIONSHIP ........................................................................................... 12
REVENUE STREAMS........................................................................................................ 13
KEY RESOURCES ............................................................................................................. 13
KEY ACTIVITIES ............................................................................................................... 14
KEY PARTNERSHIP .......................................................................................................... 15
COST STRUCTURE ........................................................................................................... 17
CHANGES IN BUSINESS MODEL TO MAKE IT MORE SUSTAINABLE ...................... 18
REPAIR & CARE INITIATIVE .......................................................................................... 18
CIRCULAR FASHION PRACTICES ................................................................................. 19
INNOVATION IN SUSTAINABLE DESIGN .................................................................... 19
REFERENCES......................................................................................................................... 21

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 ALLEN SOLLY

Brand Allen solly was a part of William Hollins & Co. Ltd, was born in 1774. More than
200 years later, in last decade of 20th century, Allen Solly was taken over by Madura
garments (now Madura Fashion & Lifestyle) young fledging division of Madura coats, a
market leader in threads and garments and trims. But this was just the beginning. The
company realized that there was a burgeoning market in catering to professionals that
they had not yet explored. These were the professionals unhappy with the status quo
and looking for something that was quite out of ordinary. Allen Solly was reborn as an
answer of the quest. The idea of spearheading a brand that broken all conventions still
needed a solid foundation. And Friday dressing came in. The concept was very popular,
never had been experimented with in India. So, when Brand Allen Solly was re-launched
in 1993, Friday dressing was introduced to be Indian corporate wardrobe. It was flashed
a message, starting in its clarity. There were no uniforms, just formal wear. And visual
that accomplished that image said it all – coloured, Style, cuts – all reflected a freedom
that professional hadn’t experienced until then. Then came a new page in the Brand’s
history. Madura garments was overtaken by Aditya Birla Group, one of India’s most
leading industrial houses in 2000. In 2001, at the beginning of the new millennium,
Aditya Birla Group obtained world right to the brand name and since then there’s been
no looking back.

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Today, One of the most recognized brands in the branded premium apparel segment.
Allen Solly recall with Friday dressing is clearly strongest. The dull world of business
dressing with greys and whites was shaken by brand Allen Solly which unapologetically
added vibrant colours to the formal wear. The approach paid off, spawning many
inhibitors. Allen Solly Man never lost his place in the spotlight. The work on casuals is
growing strongly due to several key trends. New age workforce is keen to look more
stylish and fashionable and the most importantly expressed through apparel and
accessories.

Allen Solly was the first brand to introduce Western wear for the working women in year
2002.Ten years later, it launched Friday dressing for the young women professionals. It is
a range of work casuals that will redefine work wear for women in India. The range
excludes sophisticated, in chic, fashionable and sufficiently casual while being work
appropriate.

Today office wear has turned in blue and cream to a more casual and fashionable look.
Women experimenting through mix- n- match i.e., two disparate pieces of garments to
create a new look. Allen Solly also captured this spirit very well. The brand introduced
Dresses, Tunics, Trousers, Shirts, Skirts, Shorts, Suits, and Blazers.

The brand ENGAGING CONSUMERS THROUGH DIGITAL INITIATIVE and PLANS to spend
significantly on it over the next few years. Its in- house and experienced design and
product team are encouraged to travel extensively and create products that are
benchmarked with some of the most well-known international bands/trends.

Today with the rise of creative economy stress and uncertainty have become a daily
challenge to deal with at a workplace. It is a context that Allen Solly makes a bold
statement yet again firmly believing that no breakthrough work happens when you are
stressing out.

VISION

The brand vision is to lighten up the workplace through a whole new range of preppy
work casuals in bold colours, innovative fabrics, and young fits. Not only do these
garments individual parts. Allen Solly in keeping with the spirit of brand core and
legendary ‘Friday Dressing’ tagline has worked on a retail identity that can be seen across
all lading stores. The new identity takes inspiration from the brands strong Nottingham
heritage, which has been rendered in a very modern and contemporary manner.
Nottingham is Allen Solly’s birthplace and a city of stages. The new identity for Allen Solly
features the logo with very prominent mnemonic and a fresh arrival new retail identity.
The product has also been made more vibrant, sophisticated, and upbeat. The new retail
identity has been created keeping in mind the brand’s British roots.

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SUB-BRAND OF ALLEN SOLLY

Allen Solly has several sub-brands that cater to different styles and occasions. Some of
these sub-brands include:

1. Allen Solly Men:

• This focuses on men's clothing, offering a range of formal and casual wear,
including shirts, trousers, t-shirts, and suits.

2. Allen Solly Women:

• This sub-brand is dedicated to women's fashion, featuring a variety of shirts,

tops, dresses, trousers, and blazers.

3. Allen Solly Junior:

• Specifically designed for kids, Allen Solly Junior provides trendy and
comfortable clothing for children, including shirts, dresses, trousers, and t-
shirts.

4. Allen Solly Work:

• Catering to the formal and workwear segment, this sub-brand offers

professional attire such as formal shirts, trousers, and suits.

5. Allen Solly Sport:

• This sub-brand focuses on sportswear and activewear, offering comfortable

and stylish options for those with an active lifestyle.

These sub-brands allow Allen Solly to diversify its product offerings and appeal to a
broader range of customers with different style preferences and needs.

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PRODUCT RANGE

Allen Solly is a popular Indian brand known for its trendy and contemporary clothing.
The brand offers a diverse range of products, including:

1. Men's Clothing:

• Allen Solly provides a wide variety of men's apparel, including shirts, t-shirts,
trousers, jeans, jackets, and suits. The focus is on modern and casual styles.

2. Women's Clothing:

• The women's collection includes shirts, tops, dresses, trousers, skirts,

jackets, and blazers. The designs are known for their chic and fashionable
appeal.

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3. Accessories:

• Allen Solly offers accessories such as belts, ties, wallets, and scarves that
complement their clothing range.

4. Footwear:

• The brand has a selection of stylish footwear, including formal shoes, casual
shoes, and sandals.

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5. Kids' Wear:

• Allen Solly Kids provides trendy and comfortable clothing for children,
including shirts, dresses, trousers, and t-shirts.

6. Sportswear:

• Some collections cater to the sporty and active lifestyle, offering sportswear
like track pants, t-shirts, and jackets.

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 7. Casual Wear:

• The brand is known for its casual and relaxed styles, making it a go-to choose
for everyday fashion.

PRICE RANGE

The price range for Allen Solly products can vary depending on factors such as the type
of clothing, the specific collection, and whether the item is from their main line or a sub-
brand. Generally, Allen Solly is positioned as a mid-range to affordable brand, making its
products accessible to a wide range of consumers.

Here's a rough estimate of the price range for some common Allen Solly products:

1. Men's Shirts: ₹1,000 to ₹3,000

2. Women's Tops/Dresses: ₹800 to ₹2,500

3. Men's Trousers/Chinos: ₹1,200 to ₹3,000

4. Women's Trousers/Skirts: ₹1,000 to ₹2,500

5. Suits/Blazers: ₹3,000 to ₹8,000

6. Accessories (Belts, Ties, etc.): ₹500 to ₹2,000

7. Footwear: ₹1,500 to ₹5,000

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BUSINESS MODEL OF ALLEN SOLLY

CUSTOMER SEGMENTS

Young Professionals:

• Allen Solly caters to young professionals who seek stylish and contemporary
clothing for both formal and casual occasions. The brand's modern designs
and trendy collections appeal to individuals looking to make a fashion
statement in the workplace.

Children and Parents:

• With the Allen Solly Junior sub-brand, the company caters to the clothing
needs of children. Parents looking for stylish and comfortable clothing for
their kids find options within this segment.

Sports and Activewear Enthusiasts:

• Through the Allen Solly Sport sub-brand, the brand taps into the activewear
segment, catering to individuals with an active lifestyle. This includes sporty
and comfortable clothing suitable for various physical activities.

VALUE PROPOSITIONS

Contemporary Fashion:

• Allen Solly positions itself as a brand that stays at the forefront of fashion
trends. Its value proposition includes providing customers with
contemporary and stylish clothing that reflects the latest fashion
sensibilities.

Versatility in Style:

• The brand offers versatile clothing options suitable for various occasions.
Whether it's formal wear for the workplace, casual outfits for everyday use,
or trendy pieces for special events, Allen Solly aims to meet diverse style
needs.

Quality and Durability:

• Emphasizing quality materials and craftsmanship, Allen Solly's value

proposition includes delivering durable and well-made clothing. This
commitment to quality contributes to customer satisfaction and loyalty.

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Fit and Comfort:

• Allen Solly focuses on providing clothing with comfortable fits. The value
proposition emphasizes not only style but also the importance of comfort,
ensuring that customers feel at ease in their clothing throughout the day.

Complete Wardrobe Solutions:

• Allen Solly provides customers with a comprehensive range of wardrobe

options, from formal shirts and trousers to casual wear, accessories, and
sportswear. The value proposition includes being a one-stop destination for
diverse fashion needs.

CHANNELS

Brick-and-Mortar Stores:

• Allen Solly has a network of physical retail stores strategically located in high-
traffic areas. These stores provide customers with the opportunity to browse
and try on clothing, offering a hands-on shopping experience.

Franchise Outlets:

• In addition to company-owned stores, Allen Solly expands its reach through

franchise outlets. This allows the brand to enter new markets and increase
its presence in different regions through partnerships with independent
entrepreneurs.

E-commerce and Official Website:

• Allen Solly operates an official website where customers can browse and
purchase products online. The e-commerce platform provides a convenient
way for customers to shop from the comfort of their homes, offering a wide
range of products and sizes.

Third-Party Online Retailers:

• Allen Solly products are often available through third-party online retailers.
Partnering with established e-commerce platforms expands the brand's
online presence and allows it to tap into the customer base of these
platforms.

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CUSTOMER RELATIONSHIP

Personalized Customer Service:

• Allen Solly emphasizes personalized customer service both in-store and

online. Staff in physical stores are trained to assist customers with styling
advice, sizing, and any other queries they may have. Online customer service
may include live chat support and responsive communication.

Online Assistance and Chat Support:

• The brand provides online assistance through chat support on its official
website. This allows customers to get real-time help with product-related
questions, sizing, and other inquiries.

Social Media Engagement:

• Allen Solly actively engages with its customers on social media platforms.
Responding to comments, messages, and mentions allows the brand to
connect with its audience, address concerns, and create a sense of
community.

Exclusive Promotions and Discounts:

• Offering exclusive promotions, discounts, and early access to sales for loyal
customers helps in building a sense of appreciation. This strategy encourages
repeat business and fosters a positive relationship with the brand.

Loyalty Programs:

• Loyalty programs are designed to reward repeat customers. Allen Solly may
offer points for each purchase, which customers can redeem for discounts,
exclusive products, or other perks, enhancing the overall customer
experience.

Feedback and Surveys:

• Feedback through surveys or online reviews allows Allen Solly to understand

customer preferences and areas for improvement. Actively seeking and
responding to feedback demonstrates a commitment to customer
satisfaction.

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REVENUE STREAMS

Sales of Apparel:

• The primary source of revenue for Allen Solly comes from the sale of its
clothing lines, including formal wear, casual wear, sportswear, and
accessories. This encompasses a wide range of products for men, women,
and children.

Footwear Sales:

• Allen Solly offers a selection of footwear, including formal shoes, casual

shoes, and sandals. Revenue is generated through the sale of these footwear
products to complement the overall fashion offerings.

Accessories Revenue:

• The brand sells accessories such as belts, ties, scarves, and other fashion
accessories. These items contribute to additional revenue streams and
complement the main clothing categories.

E-commerce Sales:

• The online sales channel, including the official website and partnerships with
online retailers, serves as a significant revenue stream for Allen Solly. E-
commerce allows the brand to reach a broader audience and facilitates
direct-to-consumer sales.

Franchise Royalties:

• For franchise outlets, Allen Solly earns revenue through franchise royalties.
Franchisees pay a fee or percentage of sales to operate under the Allen Solly
brand, contributing to the brand's overall revenue.

KEY RESOURCES

Brand Reputation:

• The reputation and brand equity associated with the Allen Solly brand are
significant assets. A positive brand image contributes to customer trust,
loyalty, and the ability to attract a diverse customer base.

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Design and Innovation Team:

• A skilled team of designers and innovators is a crucial resource for Allen Solly.
This team is responsible for creating contemporary and stylish collections
that align with fashion trends and customer preferences.

Supply Chain and Manufacturing Facilities:

• Efficient supply chain management and manufacturing facilities are essential

resources. These ensure timely production, distribution, and delivery of
Allen Solly products to various retail outlets and customers.

Physical Retail Stores:

• The network of physical retail stores, including company-owned and

franchise outlets, serves as a key resource. These stores provide a direct
channel for customers to experience and purchase Allen Solly products.

E-commerce Platform:

• The online platform, including the official website and partnerships with
online retailers, is a valuable resource. E-commerce allows Allen Solly to
reach a global audience and facilitates direct-to-consumer sales.

Intellectual Property (IP):

• Intellectual property, including trademarks, copyrights, and design patents,

protects the uniqueness and identity of Allen Solly products. This intellectual
property is a valuable resource in maintaining brand exclusivity.

Distribution Network:

• An effective distribution network ensures that Allen Solly products are

available in various locations. This includes partnerships with retailers,
logistics providers, and other stakeholders involved in the distribution
process.

KEY ACTIVITIES

Design and Product Development:

• Creating and developing new clothing collections, staying abreast of fashion

trends, and ensuring that the designs align with the brand's image and
customer preferences.

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Manufacturing and Production:

• Overseeing the manufacturing process to ensure the production of high-

quality clothing items. This involves coordinating with suppliers, managing
production schedules, and maintaining quality control.

Supply Chain Management:

• Efficiently managing the supply chain to ensure the timely delivery of

products to retail stores, franchise outlets, and online distribution centres.

Marketing and Promotion:

• Implementing marketing strategies to promote Allen Solly's brand and

products. This includes advertising campaigns, social media engagement,
and collaborations to enhance brand visibility.

Customer Relationship Management (CRM):

• Implementing CRM strategies to build and maintain strong relationships

with customers. This involves personalized customer service, loyalty
programs, and engagement through various channels.

Quality Control:

• Implementing and maintaining quality control measures throughout the

manufacturing process to ensure that products meet the brand's standards
for durability and craftsmanship.

Market Research and Trend Analysis:

• Conducting market research and trend analysis to stay informed about

consumer preferences, market dynamics, and emerging fashion trends. This
information guides decision-making in product development and marketing.

KEY PARTNERSHIP

Suppliers and Manufacturers:

• Establishing strong relationships with suppliers and manufacturers to ensure

a consistent and high-quality supply of materials and finished products. This
partnership is essential for maintaining product standards and meeting
demand.

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E-commerce Platforms:

• Partnering with online retailers and e-commerce platforms to broaden the

brand's reach and availability. This includes selling Allen Solly products
through third-party websites and online marketplaces.

Fashion Influencers and Celebrities:

• Collaborating with fashion influencers, bloggers, and celebrities for brand

endorsements and promotional activities. These partnerships can enhance
brand visibility and credibility, especially among target demographics.

Event and Fashion Show Collaborations:

• Partnering with event organizers and participating in fashion shows or

industry events. Such collaborations provide opportunities to showcase new
collections and create buzz around the brand.

Corporate Clients (B2B):

• Establishing partnerships with corporations for corporate sales, providing

tailored clothing solutions for employees. This business-to-business (B2B)
partnership can involve bulk orders for uniforms or customized attire.

Technology Partners:

• Collaborating with technology partners for the development and

maintenance of e-commerce platforms, mobile apps, and other
technological infrastructure. This ensures a seamless online shopping
experience for customers.

Marketing and Advertising Agencies:

• Partnering with marketing and advertising agencies to create and execute

effective promotional campaigns. These agencies contribute their expertise
in marketing strategy, creative content, and media planning.

Logistics and Distribution Partners:

• Collaborating with logistics and distribution partners to optimize the supply

chain, improve distribution efficiency, and ensure timely delivery of products
to various retail outlets and online customers.

Sustainable and Ethical Partnerships:

• Establishing partnerships with organizations that focus on sustainability and

ethical practices. This could involve sourcing materials responsibly,
promoting eco-friendly initiatives, or supporting social causes.

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COST STRUCTURE

Cost of Goods Sold (COGS):

• This includes the direct costs associated with manufacturing or purchasing

the clothing and accessories sold by Allen Solly. It encompasses expenses
such as materials, labour, and production overhead.

Operating Expenses:

• Operating expenses cover the day-to-day costs of running the business. This
category includes salaries and wages, rent for retail spaces, utilities,
insurance, and other overhead costs associated with the operation of stores
and offices.

Marketing and Advertising Costs:

• Expenses related to marketing and advertising initiatives, including the costs

of promotional campaigns, advertising materials, collaborations with
influencers or celebrities, and other strategies to enhance brand visibility.

Distribution and Logistics Costs:

• These costs are associated with the distribution network, including

transportation, warehousing, and fulfilment services. Ensuring timely and
efficient delivery of products to various retail outlets and customers involves
logistics expenses.

Technology and IT Expenses:

• Costs related to maintaining and upgrading information technology

infrastructure, including the development and maintenance of the official
website, e-commerce platforms, mobile apps, and other technological
solutions.

Employee Salaries and Benefits:

• The salaries and benefits of employees across various departments,

including design, sales, marketing, customer service, and administrative
functions. This includes wages, bonuses, health insurance, and other
employee-related costs.

Research and Development (R&D):

• Expenses associated with research and development activities, including the

design and innovation of new collections. This may involve investment in
creative talent, trend analysis, and staying updated on fashion trends.

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Franchise and Partnership Costs:

• Costs associated with managing franchise relationships, including royalties

paid to franchise partners, support provided to franchise stores, and
expenses related to collaborations and partnerships with other brands or
entities.

Quality Control Expenses:

• Costs related to maintaining quality control measures throughout the

manufacturing process. This may involve inspections, testing, and other
measures to ensure the consistency and quality of Allen Solly products.

Sustainable and Ethical Practices Costs:

• Expenses related to implementing sustainable and ethical practices, such as

sourcing eco-friendly materials, supporting fair labour practices, and
promoting social responsibility.

CHANGES IN BUSINESS MODEL TO MAKE IT MORE

SUSTAINABLE

REPAIR & CARE INITIATIVE

Repair Services:

• In-House Repair Centres: Establish in-house repair centres or partner with local
tailors to offer repair services for damaged clothing items. It will Extend the lifespan
of garments, reduces the need for replacements, and promotes a culture of
responsible and sustainable fashion.

• Repair Workshops and Events: Organize workshops or events in-store or online to

educate customers on basic repairs. This can include sessions on stitching, patching,
and garment care.

• Repair Discounts: Offer discounts on future purchases for customers who utilize
repair services. Create a loyalty program that rewards customers for choosing repair
over replacement. It will Encourages customers to prioritize repair, fostering a
sustainable mindset.

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Care Initiatives:

• Care Guides and Labels: Include care guides on clothing tags or provide digital guides
online, offering instructions on proper garment care, washing techniques, and
maintenance tips. It will help customers preserve the quality of their garments,
reducing the likelihood of damage and ensuring longer product life.

• Eco-Friendly Detergent Collaborations: Partner with eco-friendly detergent brands

and offer discounts or samples with purchases. Educate customers on the
environmental impact of traditional detergents and promote sustainable laundering
practices.it can encourage the use of environmentally friendly products, reducing
water pollution from harmful chemicals.

• Subscription-Based Repair Services: Introduce a subscription-based service where

customers pay a nominal fee to access repair services for a certain number of
garments per month.it will Encourage continuous engagement, provides
convenience, and reinforces a commitment to sustainability in consumers.

CIRCULAR FASHION PRACTICES

Take-Back Program: Establish a system where customers can return old Allen Solly
clothing for recycling or upcycling. It will reduce textile waste, promotes a circular
economy, and provides materials for creating new products.

Collaborations with Upcycling Brands: Partner with upcycling brands or local artisans to
transform discarded garments into new and unique pieces. It will extend the lifespan of
clothing items, reduces waste, and supports local sustainable initiatives.

Modular Design: Design modular clothing items that can be easily disassembled and
reassembled, allowing customers to update or alter their garments. It will promote
longevity of products, reducing the need for frequent purchases.

INNOVATION IN SUSTAINABLE DESIGN

Use of Advanced Sustainable Materials: Invest in research and development to

incorporate cutting-edge sustainable materials such as bio-fabrics, lab-grown textiles,
and innovative plant-based alternatives. It can reduce dependence on traditional
resources, lowers environmental impact, and sets industry benchmarks.

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Zero-Waste Pattern Cutting: Allen Solly garment manufacturer factories can adopt zero-
waste pattern cutting techniques to minimize fabric waste during the manufacturing
process. It will maximize the use of materials, reducing the environmental footprint of
each garment.

Cradle-to-Cradle Certification: Pursue cradle-to-cradle certification for products,

ensuring that they are designed with a focus on recyclability and minimal environmental
impact throughout their lifecycle. It will demonstrate a commitment to sustainability and
responsible product design.

In a move towards sustainability, Allen Solly can enhance its business model by
implementing repair and care initiatives, circular fashion practices, and innovations in
sustainable design. This includes establishing in-house repair centres, introducing take-
back programs, collaborating with upcycling brands, and incorporating advanced
sustainable materials. By embracing these initiatives, Allen Solly can further align with
the growing demand for ethical and environmentally conscious fashion, setting a positive
example for the industry.

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REFERENCES

https://allensolly.abfrl.in/

https://en.wikipedia.org/wiki/Aditya_Birla_Fashion_and_Retail

https://www.scribd.com/presentation/403442405/Docx

https://www.scribd.com/document/340319018/Allen-Solly-Retail-Managemant-Project-
Phase-1-Chandrakumar-1501009

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