“Wear something good, You will feel better”, is a piece of very common advice given by our friends/relatives whenever we have a lousy day. Not only your look but clothes change your emotions internally as well. Northwestern University conducted research on a concept called “enclothed cognition”. The researchers wanted to know the effect of clothing on a human being. They distributed white coats to the participants. Some of the participants were told that it’s a doctor coat and for others, they informed that it is a painter’s smock. All participants performed the same task but the participants with doctor’s coat labels were more careful and attentive which concludes that clothing has a great influence on what you do. That is why we have clothes for different occasions/professions. There are different brands in the world that are manufacturing clothes as per customer’s psychology. One such brand that has completely revolutionized the semi-formal attires is Allen Solly.
About Allen Solly
Allen Solly was founded by William Hollin and Co Ltd in 1744. Madura Garments bought Allen Solly in the 90s. Aditya Birla Group acquired Madura garments in 1999 and later in 2001, bought Allen Solly as well.
Initially, Madura Garments was a division of Aditya Birla Nuvo Ltd but later for shareholder value purposes, Madura became a part of the newly created fashion company “Aditya Birla Fashion and Retail Limited(ABFRL)”.
In a short span of time, Allen Solly became a household name in Men, Women, Children’s clothing. They have a range of clothes from affordable to luxurious styles for all age groups. Quality fabric with the finest craftsmanship is what makes the brand unique and popular.
The brand logo “ the Stag” is in honor of its origin from Nottingham, UK. The tag line “My World, My Way” resonates with its patrons. Initially, the brand entered the market with a hit idea of “Friday Dressing”. In 2002, for the first time in Indian brands, Allen Solly came up with the idea of work fashion for women. After having menswear and womenswear, in 2013, they started Allen Solly Junior clothes for children. Solly Jeans and Solly Sports were the other noted initiatives started by the company in 2014.
On March 28, 2019, the ‘Future of Bottom Wear’ campaign was launched to focus on trousers. Indian men spend heavily on shirts but ignore trousers which is equally important for well-dressing. A mirror is shown in the advertisement which is turned down to trouser again and again by the stag to show the importance of bottom wear.
In April 2019, Allen Solly launched the ‘Fun at Work’ campaign which focuses on cool and comfortable wear in the office. Women are shown playing cricket in their office wear to show the comfort of the dress. It is an attempt to connect young new aged fun-loving women with the brand.
The first jeans campaign was launched in August 2019. This campaign mainly focuses on the toughness of the denim which is suitable for all tough scenarios.
One of the revolutionary campaigns ‘Own Your Shape’ about womenswear which totally focuses on the different dress size availability was launched in August 2019. Women want to wear dresses that fit them right. This campaign was a kind of encouragement for women.
Handmade collection with ‘Made with Hands, Made with Love’ campaign launched in August 2020, celebrates the creativity and undying spirits of Allen Solly garment workers.
Anil S. Kumar, COO, Allen Solly said, “For us, this unique handmade collection means more than just creating the product, it is an expression of our ability to support our community, given the external situation and at the same time create a handcrafted range for our consumers with the same love and care.”
All campaigns were shown in print as well as in digital media. TV, Hotstar, movie halls, and social media channels were mainly used to show the ad campaigns.
Allen Solly is rightly utilizing social media with a huge fan following. More than 1.8 million likes on Facebook, 30k followers on Twitter, and Instagram tells the social media presence story of the brand.
Allen Solly is a customer-centric brand. Easy exchange and return policy through any brand store make it popular among its customers. Madura Fashion, a division of ABFRL, is also having other brands like Peter England, Louis Philippe, and Van Heusen.
People(youth brand), Planet Fashion(Multibrand outlet chain), and The Collective(International brand retailer), are some of the other fashion initiatives of ABFRL.
Madura fashion also has a marketing right of the global brand ‘Forever 21’. For international expansion, ABFRL has exclusive partnerships with two of the UK’s successful brands,’ Simon Carter’ and ‘Ted Baker’.
ABFRL is India’s largest fashion network with 2700+ ABFRL outlets in 750+ cities, approximately 30 million customers, with annual revenue of Rs 8118 crores in FY2019. Allen Solly alone is having more than 225 stores across India with a sale of more than 1000 crores in 2019.
In a covid pandemic, Allen Solly has also manufactured masks for Men, Women, and Junior categories.