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Tag: Allen Solly

  • Allen Solly rekindles Friday dressing with new ‘Every Day Is Friday’ campaign

    Allen Solly rekindles Friday dressing with new ‘Every Day Is Friday’ campaign

    Mumbai: Allen Solly, India’s pioneer brand in casual workwear from Aditya Birla Fashion and Retail Ltd, has launched a new campaign called ‘Every Day Is Friday.’ This unique campaign reimagines the essence of fun, freedom and fashion, making every day a reason to celebrate. As a part of the campaign, Allen Solly has created a new TVC that is set to enthral viewers across the country as it will coincide with the ongoing ICC Cricket World Cup, creating a perfect celebrations synergy.

    Allen Solly’s ‘Every Day Is Friday’ campaign is curated to inspire a sense of vitality, optimism, and celebration on each day of the week and not just on Fridays. Allen Solly is the brand that redefined the rules of corporate dressing and introduced the concept of Friday dressing three decades ago. The brand has launched a 45-second TVC highlighting why you shouldn’t wait till the end of the week to feel the magic. This vibrant and energetic film communicates that every day is Friday if you feel great, look great, and take the time out to do your thing for a bit.  

    Allen Solly’s new campaign emphasises the brand’s mission to offer unconventional fashionable attire for the new age men and women, whether formal or business casual wear, positioning itself as the go-to brand for those who celebrate life on their own terms.

    Commenting on the launch of the campaign, Allen Solly COO Richa Pai said, “At Allen Solly, we believe that fashion should be all about expression and celebration. ‘Every Day Is Friday’ is not just a campaign, it’s a philosophy we wish to inculcate among professionals. We believe that everyone should feel great every day of the week and not just only on Fridays. We urge people to make every day extraordinary by embracing comfort, style, and confidence with our extensive range of workwear. Allen Solly is more than just a brand, it’s a way of life, and ‘Every Day is Friday’ wonderfully captures our mission.”

    The campaign’s core lies in its combination of brand spirit with an appealing denim lifestyle line with a variety of denim and t-shirts. The unique back pocket patches on the denim, which offer a personal touch to each garment, are the collection’s outstanding feature. The use of these one-of-a-kind patches in the campaign underlines Allen Solly’s devotion to offbeat and trendy fashion.

    Over the past 25 years, Allen Solly has been revolutionizing workwear expressions and has established itself as the go-to brand for unconventional and versatile fashion and continues to innovate and captivate fashion enthusiasts.

    Allen Solly’s new campaign will be amplified through a mega-media mix across mediums such as TV, digital and social.

  • Allen Solly encourages women to ‘#Own Your Shape’ with the perfect dress

    Allen Solly encourages women to ‘#Own Your Shape’ with the perfect dress

    MUMBAI: Allen Solly Women, India’s pioneer brand in casual work wear from Aditya Birla Fashion and Retail Ltd. unveils its fresh range of dresses for young women in different sizes with a brand new campaign ‘Own Your Shape’. The campaign encapsulates one of the biggest issues women face when selecting dresses that they want to wear – getting dresses that fits them just right. With this launch, the brand, which has over 200+ point of sale, expands into the size-inclusive fashion market by upholding body positivity, to further deepen its connection with modern women of many silhouettes. 

    Speaking on the occasion, Mr. Anil.S.Kumar, COO, Allen Solly said “This film is our take on Allen Solly’s dresses which embrace the different body shapes of Indian Woman. When we spoke to consumers there was need to move beyond the one-size-fits-all standard. We were not just expected to create fashionable dresses but also the ones that fits just right. The woman of today tells us “Fashion is not about perfection…Just give us good dresses which complements my shape…” This is our way of encouraging woman to go out and own their shape.”

    As part of the campaign, Ogilvy has conceptualised a new film that uses the measuring tape as a metaphor to showcase various fit issues women face with respect to dresses. The film features three women, of three different body shapes, grappling with the measuring tape symbolising their respective fitting concerns. Speaking to today’s confident and trendy ladies, the TVC is a playful take on real women, struggling to find the right dress size in a world obsessed with everything ultra-perfect.

    Mahesh Gharat, Chief Creative Officer, Ogilvy & Mather, South said “Allen Solly has always redefined men’s and women’s workwear through its past campaigns.  This time around, we had something really exciting on our hands with the latest dress collection from the brand. What really got us going is the fact that women won’t have to worry to let go of that great dress they loved. Because Allen Solly is making it all about their body shapes and not just standard sizes. And that is where the whole thought of #OwnYourShape germinated.”

    The peppy video brings to life chic dresses from Allen Solly Women’s new collection, in fitted and flaired silhouettes, that are just perfect. Each piece translates well for anyone’s personal style.

    Jayanth Gurumurthy, Creative Director, Allen Solly further added, “The women of today are not about fitting in but owning who they are. Our dresses start from the idea that Indian body shapes are unique and hence the need to create silhouettes that complements them. When we talk about dresses we usually talk about fashion, colour and styling but here we wanted to focus on fit. This collection is not just about work wear but extends across casual and evening wear”

  • Allen Solly defines ‘Future of Bottomwear’ with latest campaign

    Allen Solly defines ‘Future of Bottomwear’ with latest campaign

    MUMBAI: Allen Solly, India’s pioneer brand in semi‐formal dressing from Aditya Birla Fashion and Retail Ltd unveiled the latest innovative range of fashion forward trousers through its campaign “Future of Bottomwear”. While Indian men spent heavily on shirts, trousers weren’t given due importance by them even though it was a major part of their attire. Allen Solly wanted to change this trend by shifting the focus from shirts to trousers.

    To communicate its shift in perspective and its new offerings, Allen Solly launched a new campaign, conceptualised by Ogilvy, which will reach its target audience with a unique mix of traditional and new age advertising platforms such as TV, Hotstar, cinema halls, and social media.

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    Commenting on the launch, Allen Solly COO Anil S Kumar said, “Allen Solly has always been in the forefront of redefining fashion at work through its unconventional workwear offering. This film is another step in that direction wherein we bring alive our brand logo 'The Stag’ and through it we redefine the trouser category for today's workplace. Allen Solly is known to have defined the category of chinos and now we are set to re-define the category again."

    Allen Solly creative director Jayanth Gurumurthy further added, “Allen Solly is known for our fashionable and functional take on the new age workwear needs. The collection incorporates blends, which provide comfort and mobility. With innovative detailing and modern construction, this collection aims to redefine the trouser category.”

    Ogilvy & Mather, Bangalore chief creative officer Mahesh Gharat said, “Allen Solly has been redefining work wear for a long while now. And this year, it was no different. Carrying forward the same thought process, we cracked an idea that would emphasise the trousers rather than the shirt. We didn’t face much of a challenge in making the film clutter breaking or memorable as Stag took on the role of the celebrity. We found a way to tell the story with the Stag playing an integral role in shifting the attention of the audience from the shirt to the trouser. Quick edits and a peppy track made the TVC even more sticky and popular. And this was just the beginning of the campaign.”

  • Allen Solly launches ‘Open Work Culture’ campaign

    Allen Solly launches ‘Open Work Culture’ campaign

    MUMBAI: Allen Solly launched its latest campaign by the name of ‘Open Work Culture’, recognising the importance of an employee friendly work environment in line with the brand philosophy of ‘Cool Work Wear’.

    Conceptualised by Ogilvy, the campaign highlights new age working principles like using environmental friendly commutes, bringing pets to workplace, taking time off work, comfortable work spaces that encourage employees to pursue hobbies. The campaign launched with a TVC talking about pet friendly workplaces and followed it with the celebration of cool commutes to work.

    Speaking about the campaign, Ogilvy senior CD Varun Katyal mentioned, “In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we cracked an idea that'll resonate with the workplace of the future and that's how #OpenWorkCulture was conceived. Now to launch this in cinema, we wowed our audience by making them experience an ad film rather than just watch it on the big screen. And that's what made it sticky and unforgettable."

    Allen Solly COO Anil S Kumar said, “Allen Solly’s Open work culture is a fashionable and functional take on the new age work environment and needs. With the new age audience, it is important to connect with them and create a memorable and charming experience. This activation is another experiment in that direction wherein we celebrate the 'open work culture' with a Cinematic flair.”

    Allen Solly also did an interesting site campaign at Phoenix Market City, Bangalore, promoting cool commutes to work. A guy came cycling into the theatre, just when the interval lights went on, and left the audience surprised. Once the stunt was over, the emcee took over and asked the audience if they cycled to work – keeping the philosophy of the campaign in sync. The viewers were also given free vouchers.

  • Allen Solly encourages open work culture

    Allen Solly encourages open work culture

    MUMBAI: Semi-formal dressing brand from Aditya Birla fashion group, Allen Solly, has launched its open work culture campaign.  It encapsulates the budding work culture that centres on employee-friendliness and freedom of self-expression. 

    Allen Solly is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace.

    As a part of the campaign, Allen Solly has created a new TVC that highlights the element of open work culture and showcases quintessential office looks from the ‘New Age Work-Wear’ collection. The campaign has been produced by India’s leading creative agency Ogilvy & Mather India.

    Over time, the nature of jobs have evolved along with the way we work and where we work, and the employers have started adapting more employee friendly policies. Open work culture encapsulates this core. The theme of the campaign orbits around ‘Open Work Culture’ philosophy, and explores the evolution of the modern employee friendly workspaces.

  • Allen Solly targets to become Rs 1,000 crore brand by FY16

    Allen Solly targets to become Rs 1,000 crore brand by FY16

    KOLKATA: Allen Solly, part of Aditya Birla Group’s Madura Fashions, aims to be a Rs 1,000 crore brand by the end of next fiscal FY2015-16. 

     

    “In FY15, we are looking at Rs 800 crore topline from Rs 550 crore in the previous year,” Allen Solly COO Sooraj Bhat, said in Kolkata.

     

    Allen Solly ranks third in terms of revenue among the seven to eight brands that the company owns in fashion and lifestyle segment, he further said, when asked about the position of the brand Allen Solly in the whole kitty.

     

    Bhat said the new sub-brand Solly Sport had partnered with Wimbledon for exclusive marketing casual-wear line. He added that in FY15 the brand is expected to generate Rs 40 crore revenue and over the next three years it will expand to touch Rs 200 crore.

     

    The company said that it will not resort to discounts and bargains to push volumes, adding that online accounts for just four per cent of topline. 

     

    The company has 207 exclusive stores and proposes to add 50-odd stores in the next year.

  • Allen Solly partners with Wimbledon to launch Solly Sport

    Allen Solly partners with Wimbledon to launch Solly Sport

    MUMBAI: Semi formal dressing brand Allen Solly has inked an exclusive partnership with the most prestigious tennis event in the world, The Championships, Wimbledon. 

     

    This partnership marks the launch of Allen Solly’s sub-brand Solly Sport in its third decade of operations in the Indian retail market.

     

    Solly Sport, with its Wimbledon collection, will offer Indian consumers a chance to experience the essence of the tennis championships through a line of apparel distributed in more than 200 stores while establishing itself as the only brand in the country to foster such a partnership.

     

    According to Allen Solly COO Sooraj Bhat, lifestyle inspirations in apparel are fast taking root in the Indian apparel scenario. “Solly Sport has partnered with Wimbledon to exclusively market a fashionable casual-wear line under a licensing arrangement with Wimbledon. Solly Sport is a tennis lifestyle brand and we believe that our association with Wimbledon will bring to our consumers an authentic tennis lifestyle line. We are really excited about such an association with one of the most iconic global sporting events,” he said. 

     

    Wimbledon commercial director Mick Desmond said that the partnership with Allen Solly will be key to help them achieve its aim of growing awareness of the Wimbledon brand in this important market. “We are delighted to be announcing our exciting new association with Allen Solly. Tennis and Wimbledon have a long and illustrious history in India and it is on that great foundation that we are looking to build an equally long and successful future,” Desmond added. 

     

    Solly Sport will market an exclusive line of men’s wear lifestyle apparel under a licensing agreement with Wimbledon. The line was designed in collaboration with the leading French design firm – Groupe Carlin International – to bring cutting-edge on and off court tennis fashion to the Indian consumer.  

     

    Similar to Allen Solly’s unique proposition of Friday dressing, which revolutionized men’s fashion in India, the Wimbledon line through its partnership will offer Indian consumers a chance to experience the essence of The Championships. Solly Sport as a sub-brand has already shown a lot of promise in the market and the company expects this sub-brand to grow to Rs 200 crores in the next three years.

  • Razorfish bags five awards at Global Youth Marketing Forum

    Razorfish bags five awards at Global Youth Marketing Forum

    MUMBAI: Razorfish India bagged five awards at the ‘Social Media Summit & Awards.’ The agency won the ‘Social Media Campaign of the Year’ award for Van Heusen, ‘Best Use of Twitter’ award for Allen Solly, Van Heusen and Alto #25LakhAltos and ‘Online Game of the Year’ for Alto – K10 Get-Set-Chase.

     

    “We feel immensely proud and delighted to partner our clients in this journey of success!” said Razorfish India COO Gaurav Pathak.

     

    “We are delighted that the recognition comes in, in just less than two years of our operations in India,” he added.

     

    Razorfish is the digital AOR for Maruti and has also set up and drives “The Epic Center” housed within Madura Fashion and Lifestyle for responsive social listening and interventions.

     

    Razorfish India CEO Charulata Ravi Kumar said, “Clearly, when the client encourages the agency to drive innovative business solutions and the agency delivers it through an integrated approach of strategy, technology and creativity, it’s already a winning team. And these awards corroborate just that.”

     

    Maruti Suzuki India VP (marketing) Manohar Bhat added, “Maruti has already been ranked the topmost Indian brand and has the highest SOV in the social media space. But we like to constantly challenge ourselves to keep doing something innovative and engaging with our consumers and Razorfish aligns itself very well to this ambition. This award is a reflection of this partnership.”

     

    Allen Solly COO Sooraj Bhat informed, “With the all-pervasive presence of the digital medium, brands will need to continuously look at how they engage with consumers. From an era of manufacturer speak, brands have had to move to a more human level, especially when the consumer is in charge of conversations. Allen Solly has been working closely with Madura Fashion and Lifestyle’s Listening Center – The Epic Center, to look out for opportunities where the brand can find a role. ‘How Allen Solly said Sorry’ was one among many such campaigns we have run in a little under a year. In this, I am proud that the team at Epic Center showed the presence of mind to come up with a response, completely in the brand’s tone of voice.”

     

    Van Heusen COO Vinay Bhopatkar said, “This is a huge moment of pride for us. Van Heusen looks at the digital medium very seriously with the objective to engage and build associations with its consumers. The brand is constantly striving towards innovation and exciting ways to connect with its consumers on this platform. This recognition reaffirms the work we are doing.”

  • Retailers get creative; engage with consumers through digital media

    Retailers get creative; engage with consumers through digital media

    MUMBAI: Changing consumer trends have got retailers on their toes. The fight for attracting consumers and keeping them hooked has just got fiercer. The short attention span of consumers and return on investment (ROI) are the two challenges that retailers are currently struggling with.

    What is interesting is that changing consumer purchasing trend have just made the retailers go more creative. Especially on the digital media front.

    Customers even today want to feel the fabric and try the clothes they purchase says Andrew Campbell – Reliance Industries chief brand and marketing officer

    “Tomorrow starts today. Are you ready for it?” asks Reliance Industries chief brand and marketing officer Andrew Campbell. The retailers are going big on their social media campaigning. “Consumers even today want to feel the fabric and try the clothes they are buying. This isn’t possible online. But, they do check out the online collection to compare prices and designs,” he informs. Though the channels, scale and technology for reaching out to customers has changed; trust, value, service and growth in retail still remains the same.
     

    “Consumers are energetic and want more out of life. They lead packed lives and are constantly looking for new experiences,” opines Madura Fashion and Lifestyle brand head-Allen Solly Sooraj Bhat Ullal. Allen Solly embraces digital in all its forms. “We recognise that the consumer lives in the offline and online world simultaneously and seamlessly. Hence, from seeing digital as a channel/medium that is peculiar and separate – we need to move to seeing it in an integrated manner with the online world,” he adds.

    The marketing strategy for both online and offline customers is same for Allen Solly says Sooraj Bhat Ullal – Madura Fashion and Lifestyle brand head

    Digital media has brought consumers worldwide on the same platform. Allen Solly has more than one million fans on its Facebook page. “We are actively evaluating our presence in other social media like Pinterest, Four Square and Instagram,” informs Ullal. The youngsters which Allen Solly targets are screenagers.

    “They are all on various social networking sites, making it easy for us to target them,” he says.

    Converting a facebook fan into a customer is a function of engagement and relevance. “Our ‘Hot Fridays’ social media initiative, launched in October last year, was a huge success. We had been successful in engaging with the customer,” informed Ullal.
     

    Shoppers Stop has gone way ahead in building relationships with its customers. ‘Perfect for me,‘ ‘First Citizen’, ‘Gift Box’ are the apps Shoppers Stop has launched to engage with its customers. “Our facebook page is interactive. We also keep a tab of what our consumers are doing through their facebook page. We customise our services based on the facebook activity of our fans,” says Shoppers Stop customer case associate and VP, marketing and loyalty Vinay Bhatia.

    Our digital strategy has helped us gain a huge fan following on facebook and twitter says Vinay Bhatia – Shoppers Stop customer case associate and VP, marketing and loyalty

    Shoppers Stop has also made around 100 YouTube videos which have been widely viewed and its channel has recorded 1.06+ million YouTube viewers. It has increased its fan base from 200,000 in 2011 to 4.6 million+ today. “We have the ‘most fashionable profile picture contest’ which also helps us engage with our customers,” he adds. “We have consumers who visit our website, facebook page and follow us on twitter. But, we are still looking at ways to convert these fans and followers into our loyal customers,” reiterates Bhatia.

    Retail brands have gone big in creating a buzz on digital media. How will they get their return on investment? Only time will tell.