By Nickita Amrita

History
Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. y The brand was purchased some time in the 90's by a new company called Madura Garments which was a part of Madura Coats. y Madura Coats was a big producer of threads.
y

The Vision Of Allen Solly :

y y

The company aimed to emerge as a brand which was totally new and did not stick to conventions. Friday Dressing was introduced to give the company a stronghold. Initially the Indian markets was not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporates a chance to transform their wardrobes.The new formal wear was relaxed and not boring. The Aditya Birla Group took over Allen Solly in 2001 .

Company profile.
y

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo, has revolutionised India's readymade apparel and retail market. A name that is synonymous with panache and modernity, Madura Fashion & Lifestyle is defined by its brands - Louis Phillippe,Van Heusen, Allen Solly, Esprit and Peter England - that personify style, attitude and comfort.With clean cuts and inspiring designs season after season, the company lives its business philosophy to the fullest "To be the undisputed leader in the lifestyle industry delivering continued value growth for all stakeholders". Madura Fashion & Lifestyle is one of the highly growth-oriented businesses of Aditya Birla Nuvo and the company is a leading player in the garment segment. It leads the segment in both the premium and international lifestyle categories with Louis Phillippe,Van Heusen and Allen Solly. To bolster its presence, it has entered into a distribution agreement with the international brand Esprit.

Allen Solly Products :

y

Allen Solly manufactures very comfortable cotton and linen half and full sleeve shirts in solids of beautiful prints patterns like checks and stripes. They come in attractive color combinations of white and yellow, blue, pink, green and the list goes on. Allen Solly T -shirts are available in half or full sleeves in vibrant colors like orange, black, blue etc. The t-shirts are made of pure cotton. Allen Solly Trousers are pure cotton varieties which have flat or pleated fronts. Allen Solly is considered to be the brand that breaks all rules and conventions of men's wear.

Competitors
Raymond y Benneton y Colors y Scullers y Van huesen y Mango etc
y

Allen solly entered womens wear

y

Here comes the most stylish, trendy and glamorous women's wear collection for Autumn/Winter 2010. Allen Solly Woman presented at Lakme Fashion Week was one of the most fashionable lines for the discerning Indian woman who wants to make an individualistic style statement. Divided into three sections, the look was versatile moving from sporty to business and from casual to formal with interesting design directions. Some great buys for the 21st century women on the go will be the trench coats, double breasted cropped jackets, collarless lean coats, grey blousons, and the wide lapel and giant cuffs jacket. For evening wear the shimmering Lurex single breasted jacket, the pink quilted waistcoat the floral printed smock, the pink short coat and the black long sleeve dress with striped puff cuffs and hem will be ideal additions to the wardrobe. Glitter is there with sequined shell tops, knee length halter dresses and satin minis with shimmering bodice, printed velvet minis and Lurex jackets.

Allen Solly's ultra fashionable women's wear makes a stunning impact.

Cont
The way Indian women will dress for work and play will all change come March 2011 when Allen Solly will launch its 'Solly Woman and her Travelogue' collection for Spring/Summer 2011 across more than 100 stores. Here is a perfect collection for the working woman as well as the discerning fashionistas who want to dress in the latest western wear.

Little lace waistcoats and cropped jackets were worn with sharply cut pants. For those high powered board meetings the brand has crisp striped linen business suits in corporate colours like beige, brown, blue and black, and comfortable striped blouses that can be worn or waistcoats. with gilets

Marketing practice
Allen Solly is a brand that changed the dressing habits of Indian executives. y Allen Solly entered the market with the blockbuster concept of Friday Dressing. The idea was not new. Globally the there was a marked trend towards relaxed workwear and Allen Solly pioneered that concept in the Indian market. y Allen Solly launched office wears in colored shirts and Khaki trousers which became an instant hit.
y

Allen Solly further experimented with unconventional shades like beige and tan. Soon the logo attained cult status among the Indian consumers . y From the sales data,the company noticed that there was a huge demand for trousers of size 26-28 from women. y In 2009, the brand went for a repositioning exercise. Allen Solly found that there is a shift in the demographics of the target segment.
y

In 2009, the brand launched its famous " I Hate Ugly " campaign targeting the youth.

Allen Solly also changed the tagline to " My World , My Way " to reflect the new brand proposition. In the new avatar, Allen Solly is targeting the ever- fickle young generation whose concept of fashion changes by the day.

Thank you.