Launched in India in 1993, Allen Solly brought about a completely new concept to menswear in India ? Friday Dressing. In the years that followed, the brand, with its Anglo-American heritage, proved to be the most innovative of the Madura Fashion & Lifestyle's brands. Today it is one of India's most popular and easily recognised brands in the branded premium apparel segment. Consumers understand it as a vibrant and upbeat work wear brand. Allen Solly?s recall with Friday Dressing is clearly the strongest.
Convention is not a word that exists in the brand's vocabulary, and from the beginning, the brand not only broke the rules of formal workplace dressing, but also re-wrote them. The dull world of business dressing with its greys and whites was shaken up by Allen Solly, which unapologetically added vibrant dashes of colour to its formal wear lines. The approach paid off, spawning many imitators. Nevertheless, the unconventional, yet unmistakable Allen Solly Man never lost his place in the spotlight.
Allen Solly is keen to tap into this large opportunity by strengthening what its best known for ? Friday Dressing. Going forward, the brand?s core positioning will broaden the meaning of Fridays by emphasising its spirit defined as upbeat, relaxed and effortless without ever losing sight of the target. It advocates the need to ?lighten up the workplace?.
The brand has ensured that its range of products is stylish, fashionable and sufficiently casual ? i.e. work appropriate. This is clearly aimed at young professionals/entrepreneurs who are ahead of the curve, open to experiments and believe in looking distinct. Emphasis will clearly be on a segmented approach with respect to distribution ? large format exclusive stores and key accounts for top metros and cities and smaller sized stores for the next level of cities.
Allen Solly plans to have 150 exclusive stores by FY13 and double that number by FY16. Its latest campaign, ?Adios Stressing?, infuses the workplace with the spirit of Fridays through the week ? upbeat, relaxed and effortless. The range of Friday Dressing is vibrant, colourful and stylish, connecting brilliantly with its brand thought.