The Hindu Business Line : Allen Solly goes for a younger look

Bangalore, Aug. 21 Allen Solly, the apparel brand from Madura Garments that popularised the Friday Dressing concept, is going through a brand “transformation” in an attempt to woo a younger audience, beyond the workplace.

The changes will be felt both in the products and the retail environment.

Traditionally, Allen Solly has been positioned as a brand offering semi-formal and casual wear, especially for the workplace. While the average Allen Solly customer today is a 26-year-old, Madura Garments says there is potential for the brand among a much younger market as well (22-23 year olds). Allen Solly has started rolling out products with younger styling using brighter colours, dynamic washes and snug fits. It is also expanding its product category beyond work-wear with its range of denims, evening wear and party wear for men and women.

Transformation

Also, with even older people looking for “youthful” options and the lines between formal and informal wear blurring, particularly among women, “Allen Solly is going through a significant transformation,” says Mr Ashish Dikshit, President (Lifestyle Brands), Madura Garments. Soon, the brand’s retail outlets will also sport a new identity to reflect the transforming philosophy, adds Mr Dikshit.

Allen Solly is worth Rs 250 crore at consumer price. It has 55 exclusive brand outlets. This year, Madura Garments will add 25 EBOs in the new-look format.

Last year, Allen Solly entered the kids’ wear market but Mr Dikshit says it is in the “pilot” phase and the brand is still figuring out the business dynamics.

Allen Solly did face the heat of the slowdown, especially in the second half of last year. But now, Mr Dikshit says the economy is “limping out” and hopes the brand transformation efforts will help Allen Solly double retail turnover in three years.

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