In Spring Summer 13 they introduced 14 never before shades in shirts and trousers which turned out to be a raging success. And this Autumn-Winter, Allen Solly presents a one-of-a-kind product innovation that goes far beyond tweaks in fabric and style, into the exciting realm of digital technology. A product innovation that uses the finest of fabrics, an intelligent digital tablet and a robust dedicated manufacturing and distribution system to deliver custom-coloured merchandize. Just walk into an Allen Solly store near you, pick up the Colour Lab tablet, conceptualize and design your unique colour and we’ll match it for you in just 15 days and have it delivered using the best color and garment technology.
Speaking to media persons Mr. Sooraj Bhat, Brand Head, Allen Solly, said the launch of Colour Lab – a product and process innovation, permits our customer to create a colour of his choice from a base of 670 colours and each colour will throw up nine shade options, which presents tremendous amount of variety for him to arrive at a choice of his. A premium of Rs 400/- will be charged for such customized shirt or trouser and will be delivered 15 days from the date of order, as it has to be specifically made for him. We expect to generate 5% of our revenue in the next six months from Colour Lab. Colour Lab is a big initiative for us and will drive this in the next six months, he added.
Mr. Bhat said, the total organized market size for smart casuals is estimated to be Rs 6000 crores. Allen Solly had a turnover of Rs 470 crores last year, is expected to clock a 40% growth and close this financial around Rs 650/- crores. Our Ad spend is 4% – 5% of our revenue. Allen Solly has 170 exclusive outlets in the country and will close with 200 stores by the end of this financial year, 50% of these stores are franchise owned. In Andhra Pradesh, we have 6 stores in Hyderabad and 3 in other cities of AP. Allen Solly shirts are priced in the range of Rs 1500/- to 2800/- and trousers at Rs 1700/- to 3000/-.
Allen Solly aims to target the 25-30 year old urban, upbeat, fashion conscious and socially connected man. The concept has been rolled out in 100+ stores across the country and in smaller towns making the technology accessible to the discerning. The initiative will be leveraged through a comprehensive media roll out. The campaign will play out across key metros and smaller towns over the course of next three months with an equally aggressive social media buzz.
The innovative concept was recently launched in the Allen Solly store, Himayath Nagar, Hyderabad. The store spread across 1000 Sq.ft hosts a wide range of clothing for both men and women.
Speaking on the launch Mr. Sooraj Bhat (Brand Head) Allen Solly said “For 20 years now, we have enjoyed a frontrunner’s fame for creating relaxed work wear for the unconventional mind. With the launch of “Friday Dressing” in 1995 and the brand’s celebrated Yellow Shirt commercial four years later, Allen Solly officially became a name forever synonymous with colour and innovation.” “Now, we are taking it to a whole new level”. He added
The brand is growing assertively and aggressively at a CAGR of 37% for the last four years and plans to maintain a healthy CAGR of 30% for the next two years. Allen Solly has already crossed their target revenues this year reporting a 21% increase in same store growth compared to last year. Womenswear contributes to 25% of the brand’s revenue, and combined with the accessories business the brand looking at a growth of 5% in the next 1 year adding to the success. Its retail footprint in the last six months has seen new stores in the East and North markets adding to the current store count of 158. They aim to end the fiscal year with a number close to 200 stores with a target of adding 50 new stores every year.
About Allen Solly: Allen Solly created ripples in the Indian market by releasing new rules in corporate dress code. It trashed whites and greys thereby making the corporate world a colourful and vibrant place. Originating from the large portfolio of international brands of Coats Viyella – UK, Allen Solly truly has been the brand that transformed the way people dressed by bringing in its concept of Relaxed Formal Wear to India – bold and bright colours, concepts and patterns.
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