Allen Solly

PRESENTED BY GROUP 10
Visharad Jain 24PGDM221
Yukta Suhas Nikam 24PGDM222
Vansh Aggarwal 24PGDM223
Devejya Singh 24PGDM224
Jagran Tibrewal 24PGDM282
Naba Nazneen 23PGDM093
 Vision Mission Goals
"To be a global leader in "To provide contemporary, "To expand globally,
stylish, innovative, and versatile clothing with enhance product offerings,
quality fashion for modern exceptional value and a and uphold high standards
professionals.". memorable customer of quality and
experience." sustainability."
Industry Overview
&History Today- Brand Positioning
The revenue in the Apparel market in India is projected to reach
US$105.50bn in 2024. It is anticipated to grow annually by 3.81% 2000s and 2010s- Retail
and Brand Expansion
(CAGR 2024-2028).
2002- Expansion into
India's textile and apparel market is expected to grow to $387.3 billion Women’s and Kidswear
by 2028.
1993- The "Friday
Key drivers: Rising disposable incomes, the emergence of nuclear Dressing" Revolution
families, and growing urbanization. 1990s - Acquisition
by Madura Garments
Aditya Birla Fashion & Retail Ltd. (ABFRL) is one of India’s leading
branded apparel companies, with a portfolio that includes brands like 1744- founded by
William Hollin & Co Ltd
Allen Solly, Louis Philippe, and Van Heusen.

105.5 Billion 125 M US$ 1.6 BN

APPAREL INDUSTRY ALLEN SOLLY ADITYA BIRLA FASHION
MARKET SIZE MARKET SHARE & RETAIL MARKET SHARE
Segmentation
Urban Focus: Targets major cities where demand for branded
fashion is high.
Tier 2 Expansion: Expands into cities with rising disposable
incomes and brand awareness.
Climate Adaptation: Offers products suited to regional
climates, like breathable fabrics for warmer areas.

Age: 18-45 years

GEOGRAPHIC
Lifestyle: Urban, fashion-conscious, Gender: Primarily male and female
value style and comfort Income Level: Middle to upper-middle
Personality: Trendsetters, class
confident, ambitious PSYCHOGRAPHIC DEMOGRAPHIC Occupation: Working professionals,
Values: Quality, brand-conscious, students, entrepreneurs
aspirational Education Level: College-educated
individuals, professionals
BEHAVIOURAL

Benefits Sought: Stylish, comfortable, and

high-quality clothing with a premium feel
Loyalty Status: Brand loyal, repeat customers
Usage Rate: Regular buyers of casual and
semi-formal clothing
 Targeting Positioning

Allen Solly positions itself as a premium yet accessible fashion

Allen Solly primarily targets: brand that offers stylish, contemporary, and comfortable clothing
Urban professionals: Individuals looking for for the modern individual. The brand emphasizes a blend of
trendy yet professional attire that suits both professionalism and casual elegance, appealing to those who
office and casual settings. want to make a statement with their attire, whether at work or in
Young adults: Students and young professionals social settings.
who are fashion-conscious and prefer premium
brands. The brand’s tagline, “Friday Dressing,” reinforces its positioning
Middle-class consumers: Those who value quality as a go-to choice for smart casual wear that bridges the gap
and are willing to invest in branded apparel for between formal and casual dressing, making it ideal for both work
its perceived value. and leisure.
 MARKETING
MIX 4Ps
PREMIUM PRICING: ALLEN SOLLY IS PRICED BETWEEN
RANGE: ALLEN SOLLY OFFERS FORMAL AND CASUAL AVERAGE AND LUXURY BRANDS, REFLECTING ITS
WEAR FOR MEN, WOMEN, AND CHILDREN, INCLUDING HIGH-QUALITY, STYLISH APPAREL FOR
PRODUCT

SHIRTS, TROUSERS, BLAZERS, AND ACCESSORIES. PROFESSIONALS.

PRICE
QUALITY: THE BRAND EMPHASIZES HIGH-QUALITY VALUE FOR MONEY: HIGHER PRICES FOCUS ON
FABRICS AND STYLISH YET COMFORTABLE DESIGNS OFFERING QUALITY, DURABILITY, AND DESIGN,
FOR THE URBAN CONSUMER. APPEALING TO MIDDLE AND UPPER-MIDDLE-CLASS
INNOVATION: PIONEERS OF ‘FRIDAY DRESSING’ IN CONSUMERS.
INDIA, BLENDING FORMAL AND CASUAL STYLES FOR DISCOUNT STRATEGIES: REGULAR DISCOUNTS DURING
PROFESSIONALS SEEKING FLEXIBILITY. FESTIVE SEASONS AND SALES EVENTS ATTRACT A
BROADER AUDIENCE.

BRANDING: FOCUSES ON "FRIDAY DRESSING,"

PROMOTION
RETAIL STORES: ALLEN SOLLY HAS NUMEROUS PROMOTING STYLISH, COMFORTABLE CLOTHING FOR
OUTLETS ACROSS INDIA AND IS PRESENT IN LEADING MODERN PROFESSIONALS
DEPARTMENT STORES. ADVERTISING: INVESTS IN DIGITAL, TV, PRINT, AND
PLACE

ONLINE PRESENCE: STRONG ONLINE PRESENCE SOCIAL MEDIA TO HIGHLIGHT SMART CASUALS
THROUGH ITS WEBSITE AND PLATFORMS LIKE CELEBRITY ENDORSEMENTS: OCCASIONALLY USES
MYNTRA, AMAZON, AND FLIPKART. CELEBRITIES BUT FOCUSES MORE ON ASPIRATIONAL
GEOGRAPHIC COVERAGE: FOCUSED ON URBAN AREAS LIFESTYLE BRANDING.
BUT ALSO EXPANDING INTO SMALLER TOWNS TO IN-STORE PROMOTIONS: OFFERS LOYALTY PROGRAMS,
REACH ASPIRATIONAL BUYERS. DISCOUNTS, AND SPECIAL OFFERS TO RETAIN AND
ATTRACT CUSTOMERS.
 5C ANALYSIS

COMPANY CUSTOMERS COMPETITIONS COLLABORATORS CLIMATE

Redefine Urban Van Heusen Domestic Growing

Conglomerate Quality Raymond Multi Brand Digital
Quality Consistent Louis Philippe Celebrities Sustainability
International Affordability Peter England Strong Regulation

INTERNAL EXTERNAL
 PESTLE ANALYSIS
POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL LEGAL ENVIRONMENTAL
Government Policies: Economic Growth: With the Changing Fashion Trends: E-commerce Growth: Allen Intellectual Property Rights: Increasing Customer
Initiatives like the "Make in rising disposable income in Indian consumers are Solly’s market reach has grown As Allen Solly expands Awareness about
India" campaign and India’s middle class, demand becoming more fashion- via platforms like Myntra and internationally, it must comply Sustainability: Allen Solly can
relaxed FDI norms help for premium apparel brands conscious and brand-aware, Amazon. with IPR laws in various focus on eco-friendly fabrics,
Allen Solly to expand their like Allen Solly has increased. creating a favorable market countries to protect its brand in packaging, and sustainable
Technological Advancements global markets, which may
market presence. for Allen Solly’s contemporary business practices
in Manufacturing: Investments in have differing regulations on
Regulations on Inflation and Currency designs.
advanced machinery and trademarks and copyrights.
International Trade: Fluctuations: The fluctuating Environmental Regulations:
technologies to improve efficiency,
Import-export duties and value of the Indian Rupee Demographic Changes: A Compliance with environmental
quality, and reduce costs. Consumer Protection Laws:
trade policies directly affects the cost of raw younger population, regulations regarding waste
impact Allen Solly's materials, production, and urbanization, and an increase Digital Marketing: Using social Ensuring that Allen Solly management and energy
sourcing of raw materials pricing. in the working class have media and digital platforms for adheres to consumer rights, consumption in manufacturing.
or selling products boosted demand for formal branding and customer safety standards, and
globally. Consumer Spending: and semi-formal apparel. engagement has become a major transparent advertising to Climate Change: Impacts
The government has Economic slowdowns or focus. avoid legal issues. sourcing, especially for cotton
extended 10% capital inflation could reduce Cultural Preferences: Allen and other raw materials.
subsidy and 5% interest discretionary spending, Solly’s ability to adapt its Technical Textiles: Explore use Taxation Policies: Indian tax
subsidy on installation affecting sales. products to Indian fashion of technical textile with features laws, including GST impact
of machineries and for sensibilities plays a crucial like moisture-wicking, anti- pricing strategies and
processing machinery. role in its appeal. microbial, or UV-protective profitability.
properties.
Import Export laws: Changes
Manmade Fibers and in duties, tariffs, or trade
Sustainable Materials: Use tech agreements can directly
to integrate eco-friendly fabrics, impact costs and supply
like recycled polyester or organic chains.
cotton, into its product lines

P E S T L E
 Competitor’s Analysis
Allen Van Raymond Louis Peter
Solly Heusen Philippe England
Casual wear, formal wear, Formal wear, casual wear, Men's suits, blazers, formal Premium formal wear, semi- Formal wear, casual wear,
Product semi-formal, kids' clothing. innerwear, accessories. wear, ethnic wear. formal, casual wear. and value-oriented clothing.
Range Focused on semi-formal for Focused on corporate Focused on premium fabrics & Focused on formal workwear Focused on extensive range
office. workwear. tailoring. with a high-end touch. targeted at the mass market.

Mid to premium range. Mid to premium range. Premium to high-end pricing. Premium pricing. Affordable to mid-range.
Price Shirts: ₹1,500-₹3,500+ Shirts: ₹1,800-₹4,000+ Suits: ₹10,000+ Suits: ₹10,000+ Shirts: ₹900-₹2,000+
Shirts: ₹3,000-₹5,000+ Shirts: ₹2,500-₹5,000+

Associated with corporate Known for traditional, Budget-friendly, value-for-

Perceived as a stylish, High-end premium formal
Brand workwear and professionalism. premium formals and suits. money brand.
casual-formal brand for brand, associated with elite
Perception Considered a more formal, Strong legacy in premium Targeted towards young
young professionals professionals.
conservative brand. fabric and tailoring. professionals.
Corporate-focused Strong reliance on legacy and High-end, aspirational
Focus on digital campaigns, Value-driven campaigns
Marketing advertising. heritage in ads. branding.
influencers, and retail targeting middle-income
Strategy Targets professionals with Focus on craftsmanship and Celebrity endorsements and
advertising. group.
formal wear positioning. fabric quality. premium retail advertising.
Over 150 exclusive brand Over 700+ stores worldwide. Over 270 stores across India.
Over 200 stores in India. Over 1,000 stores in India.
Retail & Extensive presence on e-
outlets (EBOs) in India. Strong physical retail Also sold through large multi-
Significant online presence on
Distribution Strong presence in footprint with multi-brand brand outlets and e-
commerce platforms. e-commerce platforms.
departmental stores. outlets and online. commerce.
 Key Insights
Key points include :
The primary demographic being corporate customers, with peak footfall on weekends
and evenings.
Effective marketing channels are social media and email.
Corporate customer base in Saket store in Select City walk.
A loyalty program offers points based on spending thresholds.
Feedback is taken through “Mission Happiness”, which asks customers to rate their
experience on a 0-10 scale. It includes a weekly review to assess performance and
identify which sector is performing better.
Weekly reviews assess performance, and inventory management involves restocking
based on sales.
Repeat business is tracked, with an average order value and repeat rate of 35-40%.
The store's main competitors are similar merchandise stores like Van Heusen and Louis
Philippe, with peak seasons coinciding with Diwali.
Quarter 4 is the most performing quarter of the year.
Thank
You!