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    Allen Solly Case Study Solution

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    Mainak Biswas
    The document provides information about Allen Solly, a brand owned by Madura Garments that sells western wear in India. It discusses how Allen Solly transformed dressing styles in India during the 1990s and 2000s as cultural values changed. The case examines Madura's decision to enter the women's western wear market in light of these cultural shifts. It also provides an overview of Allen Solly's marketing strategies, including its focus on product design, retailing, and promotions to target women customers.

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    Allen Solly Case Study Solution

    Uploaded by

    Mainak Biswas
    1K views3 pages
    The document provides information about Allen Solly, a brand owned by Madura Garments that sells western wear in India. It discusses how Allen Solly transformed dressing styles in India during the 1990s and 2000s as cultural values changed. The case examines Madura's decision to enter the women's western wear market in light of these cultural shifts. It also provides an overview of Allen Solly's marketing strategies, including its focus on product design, retailing, and promotions to target women customers.

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    ALLEN SLLY

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    ALLEN SOLLY CASE STUDY SOLUTION-converted

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    The document provides information about Allen Solly, a brand owned by Madura Garments that sells western wear in India. It discusses how Allen Solly transformed dressing styles in India during the 1990s and 2000s as cultural values changed. The case examines Madura's decision to enter the women's western wear market in light of these cultural shifts. It also provides an overview of Allen Solly's marketing strategies, including its focus on product design, retailing, and promotions to target women customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1K views3 pages

    Allen Solly Case Study Solution

    Uploaded by

    Mainak Biswas
    The document provides information about Allen Solly, a brand owned by Madura Garments that sells western wear in India. It discusses how Allen Solly transformed dressing styles in India during the 1990s and 2000s as cultural values changed. The case examines Madura's decision to enter the women's western wear market in light of these cultural shifts. It also provides an overview of Allen Solly's marketing strategies, including its focus on product design, retailing, and promotions to target women customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    ALLEN SOLLY CASE STUDY

    The case examines the changing dynamics of the women's wear market in India during the 1990s
    and early-2000s. Changes in India's cultural values and social system, and the impact of these
    changes on the dressing styles of Indian women are explored in detail. Madura Garment's decision
    to enter the readymade women's Western wear segment is examined in detail in light of the above
    changes. The case discusses the strategies adopted by the company in terms of marketing research,
    product design, retailing and promotion. The case also provides information about other players in
    the women's Western wear market in India and takes a look at the market's future prospects.
    Allen Solly is a brand that transformed the dressing lifestyles of Indian officials. Allen Solly was
    the modernizer in bringing the semi-formal revolt to the Indian market. It netted the imagination
    of youth and professionals equal giving them a chance to mark a fashion statement at work. The
    brand has progressed swiftly in the past years, becoming one of the fastest growing brands in India.
    History
    Allen Solly was founded in 1744 by William Hollin and Co Ltd. The brand was bought in the 90’s
    by a company called Madura Garments. Madura Garments was a part of Madura Coats and a big
    producer of threads. Aditya Birla Group acquired Allen Solly in 2001.
    Allen Solly accomplished a proximate fashionable position in a highly competitive readymade
    market within a short span of time.
    Allen Solly comes into the market with the hit idea of “Friday Dressing”. Allen Solly launched
    office apparels in colored shirts and Khaki trousers which became a prompt hit. A brand
    tagline “My World, My Way” was formed to show the brand’s new trend.

    Question & Answers

    Q 1) Critically analyze the product development, retailing and promotional strategies


    adopted for Allen Solly women's wear. What are the essential differences between marketing
    readymade apparel to men and marketing readymade apparel to women in a developing
    country? How would your answer differ if the target customer base belonged to a developed
    country?
    Ans – Product Development
    Madura Garments started developing the women apparels in the brand Allen Solly after
    considering the facts of increased comfort need in the apparels for women and other findings. They
    mainly focused on comfort and designed the apparels to suit the body proportions of Indian
    women. Based on the IMRB’s findings there are 4 broad categories comfort, straight, trim and
    regular. They designed apparels suiting these 4 categories. Their trousers ranged till the maximum
    waist size of 36 inches. In tops they have knitted tops and jackets in cottons and also made use of
    new fabrics like polynosic, lycra tencel, rayon blends and soft acrylic.
    Retailing
    They have Six (6) exclusive outlets and other leading retail showrooms in the country. The
    exclusive showrooms were designed with special attention which provides unique and pleasant
    shopping experience. The retail outlet was designed with stacks where the garments are stacked
    based on the categories ( Sizes ) . The stores were given a contemporary look with radiant steel,
    pleasant whites and Belgian glass.
    Promotion
    1) Target segment – women who wear western outfits once or twice a week.
    2) Targeted age group of the segment is 22 to 40.
    3) They used print and media national wide to promote their product and attracted the women
    who gave importance to sophisticated professionalism.
    4) 60 million spent on advertising and 40 million on R&D and retailing.
    5) Aggressive campaigning and a fashion show.
    6) Mailers with message “Every Body is perfect, you have just got to dress it right ”.

    Differences between Readymade apparel of Men & Women


    1) In men the main preference goes towards brand while in the female it goes to fitting.
    2) The former is generally marketed based on the image of the brand and the latter is marketed
    based on the comfort, colours and fitting.
    So there must be an essential difference in marketing either. Allen Solly did the same where
    their marketing strategies are directly targeted to the fitting and comforts provided by the
    apparels.

    Target Customer Base belong to a Developing Country


    As the people there are already using the western apparels the company has no need to target on
    the customers who need a shift from their regular wear to any other. In developed countries there
    is a greater shadow of globalization so the western apparels are wide spread and does not need a
    campaigning or a public show to market the product . A general promotion which tells about the
    brands and ranges would be a better in such case.
    Q 2) 'Madura has taken a major risk by extending a 'pure men's brand' to the women's
    wear segment.' Comment on this statement in light of observation that men might switch
    over to a pure male brand in the future. Do you think Madura's move could erode Allen
    Solly's brand equity?
    Ans – Risk Taken by Madura
    Madura has taken a moderate risk in the direction of extending the brand even in women western
    wear. The reason behind this opportunity is not social and cultural driven but also market driven
    as the unorganized sector has grown much in the market.
    Allen Solly’s Brand Equity
    In Future one might switch over to another pure male brand only if the brand reaches change as
    “Allen Solly is a better brand for women wear.” In that case they may lose reasonable amount of
    male customer base. So we can’t really tell that this move could erode Allen Solly’s brand equity
    as it already has a better reach in customers that it’s a good male brand. Instead we can tell that
    the brand equity may increases as they have diverged their brand producing apparels even for
    women.

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