MY WORLD. MY WAY.

A L L E N S O LL Y
LAUNCHING THE WOMEN’S WEAR
Few branded players
Lack of access to comfortable western wear
Competitor’s entry
◦ Indus League – Scullers Women
◦ Raymonds - Be
Market size
◦ Women’s wear 161 Billion
◦ Growth Rate
 9% Overall
 15 %– 20 % Women’s western wear

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WHY ONLY MEN’S WEAR?
Fewer working women than men
Variety of personal choice
Traditional Indian Woman
◦ Ethnic wear
◦ Saree – Highest selling product in India
◦ Salwar Suits – Tailor made

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LAUNCH OF WOMAN’S WEAR
Cultural
◦ Entry of MNC’s
◦ Liberalization of society
◦ Marked increase in Indian working woman
Social
◦ Reference groups
 Primary, Secondary, Membership, Aspirational
 Interaction with western colleagues
◦ Bollywood

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RETAIL AND PROMOTION STRATEGY
Market research
◦ Indian work culture
Exclusive and retail outlets
◦ Customized retail store (Claude Pannighetti)
Extensive Promotions
◦ 60 Million for advertising
◦ 40 Million for research
◦ Fashion Shows
◦ Mailers
◦ Outdoor advertisements
◦ Print campaign

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DIFFERENCES – Men/Woman
Availability of size
Customized tailor made clothing
Women’s perception of a shopping
Attention to minute details
Unique shopping experience
Less shelf life
◦ Higher variety
◦ Changing trends

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Developed Vs Developing
Lack of variety of choices
Less importance to perfection
Less exposure to choices available
Strict adherence to dress code

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RISK INVOLVED
Loss of customers
Brand diversification
Customer Acceptance
Based on market study
Ever changing trend
◦ Styles and colors
Loss of identity as a male brand
Positioning as a unisex brand

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ALLEN SOLLY’S BRAND EQUITY AT
RISK?
Strong brand image
Strong brand loyalty
Madura Garments
◦ Variety of men’ brands
◦ Peter England
◦ Louis Philippe
◦ Van Heusen

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Will it be able to grow?
USP of Allen Solly
◦ Trim, Regular, Comfort, Straight
Competitive Advantage
◦ High quality fabric to suit work environment
 Cotton, rayon blends, lycra, soft acrylic etc
◦ Pricing
 Premium /low-priced segment (Rs 499 to Rs 1,599)
◦ Variety of colours and designs
Customer Value Analysis
◦ Market Research
Consumer Needs
◦ Maslow’s Hierarchy
 Belongingness, Ego, Prestige needs
Personal Factor
◦ Occupation , economic circumstances, personality ,life styles, age and stage

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Positioning
◦ Formal wear with relaxed, contemporary attitude
◦ Customised to the Indian woman (Stephen King)
 Western wear with Indian flavour
 Tops which have side slits like kurta
◦ Target Customer
 Western outfit , once or twice a week
 22-40 year age group
 Did not focus on converting sari/salwar-clad woman
 Nor a segment which lives in Western wear
 Some spill over to college-going crowd
Customer Relationship Management
◦ Loyalty Programs
Total Customer Benefit
◦ Product, Personal, Image Benefit
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Marketing Strategy – Women’s Western
Wear
Visualadvertisements
Divide and buy
Brand ambassador
◦ The Indian Corporate Woman – Devita Saraf
Tie up with
◦ Corporate
◦ Retail outlets
◦ News channels
◦ Aviation sector
◦ Online promotion
◦ Educational Institutes
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Accolades
Most Admired Brand – Women’s – Images Fashion Awards
– 2007,2005, 2004

Most Admired Brand – Smart Casuals – Images Fashion

Awards – 2006

Most Admired Women’s Wear Brand – 2007 (CMAI –

Clothing and Manufacturers Association Of India)

Super Brand of the Year – 2004

'Site of The Day' award for August 9, 2010

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