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Allen Solly

Madura Garments launched the women's wear brand Allen Solly in 2002 as a subsidiary of Madura Coats Ltd. Market research revealed that the women's wear market was dominated by the unorganized sector and Indian women found traditional attire more comfortable than western wear. Allen Solly saw an opportunity and conducted further research to understand women's needs. They developed comfortable, Indian-inspired designs and launched through exclusive stores. Through targeted advertising and promotions, Allen Solly became very successful and helped expand the women's wear market in India.

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433 views12 pages

Allen Solly

Madura Garments launched the women's wear brand Allen Solly in 2002 as a subsidiary of Madura Coats Ltd. Market research revealed that the women's wear market was dominated by the unorganized sector and Indian women found traditional attire more comfortable than western wear. Allen Solly saw an opportunity and conducted further research to understand women's needs. They developed comfortable, Indian-inspired designs and launched through exclusive stores. Through targeted advertising and promotions, Allen Solly became very successful and helped expand the women's wear market in India.

Uploaded by

shoms_007
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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 
‡ 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.
  
‡ 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
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As of 2001 - 2002
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Source: KSA - Technopak


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‡ 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 men·s wear brand to the


women·s wear segment.

‡ Issue of inventory.
O           O  

‡ 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.
   O
‡ 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.
_    O  
‡ 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 .


    
‡ Launched women wear through it·s 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


           

‡ 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.


Õ    
‡ 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.
     
‡ Sample Size : 34

‡ Population : IBS Mumbai, Girls

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