Allen Solly was founded in 1744 and was acquired by Madura Garments in the 1990s. Aditya Birla Nuvo then acquired Madura Garments in 2000. Allen Solly aimed to lighten up the workplace with bold colors and young fits for casual workwear. Notable innovations included using unconventional colors like khaki and identifying different sizing needs for women. Allen Solly utilized various marketing strategies like the My Solly membership program and targeted a 30% revenue CAGR over the next three years. Key competitors included United Colors of Benetton, Blackberry, and Color Plus.

1. 1

2. History
Allen Solly was founded in 1744 by a company
called William Hollin and Co Ltd. The brand
was purchased some time in the 90's by a new
company called Madura Garments .
Aditya Birla Nuvo acquired Madura Garments
in 2000 to enter the branded garments
business. Has brands such as Louis Philippe,
Van Heusen, Peter England, Allen Solly, SF
Jeans among others and also a global supplier
to global buyers such as Marks & Spencer’s,
Polo etc.
2

3. Vision
“Lighten up the workplace through a whole
new range of preppy work casuals in bold
colours, innovative fabric and young fits.”
3

4. This was the time when workplace formals
were clouded with greys and whites…..we
couldn’t stand it. So we decided to shake things
up, add a little color and not apologize for it.
Allen Solly
And with this - journey
Begins…
4

5. When everyone wore Grey,
Yellow
They gave them,
5

6. Video Place Holder
6

7. They wore Yellow, and they
gave them HAWAIIAN
7

8. When they wore
HAWAIIAN ,
8

9. They gave them
Uncrushables
9

10. When they loved there
Men’s Wear
10

11. They gave them
Women's wear
11

12. When they wore it to
work,
Allen Solly wore it on the
RAMP
12

13. 13

14. When the show
was over
14

15. They gave Prodigy to the
world
15

16. And changed it all with
YOUTH
16

17. 17

18. 18

19. Allen Solly.
From Friday Dressing to
now.
Always Ahead. Always
Unexpected.
19

20. Product
GARMENTS ACCESSORIES
 Shirts  Belts
 Trousers  Ties
 Denims  Portfolio Bag
 T-Shirts  Hand Bags
 Suits  Handkerchief
 Shorts  Socks
 Skirts  Cufflinks
 Capris
 Jeggings
20

21. Innovative Ideas
• They were first to spot the need of casual
work wear for young professionals.
• They entered the market with a bloc buster
concept of FRIDAY DRESSING
• They used unconventional shades of beige
and tan and used fabrics like KHAKI in shirts
and trousers, which became a instant hit.
21

22. Innovative Ideas
ALLEN SOLLY Identified the demand for
different size of trousers for women and
launched their exclusive women wear and it
was well accepted by the target
22

23. Innovative Branding/Marketing
• Corporate Collaboration Program
• Pre-Friday Launches
• Online Promotion
• Telecommunication Promotion
• Print Media Promotion
23

24. Innovative Branding/Marketing
Video Place Holder
24

25. Innovative Branding/Marketing
Even an Innovative website..
25

26. Innovative Branding/Marketing
Video Place Holder
26

27. Innovative Branding/Marketing
And innovative store launch
27

28. Innovative Branding/Marketing
28

29. Marketing Strategies
Special Privileges are given *MY SOLLY*
members, which are:
• Get an enrollment discount.
• Special B’DAY gifts and bonuses.
• Attend specially hosted ALLEN SOLLY events
by invitations.
• Free garment pick and drop services
29

30. Marketing Strategies
Video Place Holder
30

31. Marketing Strategies
• Special Privileges are given *MY SOLLY*
members, which are:
• Get an enrollment discount.
• Special B’DAY gifts and bonuses.
• Attend specially hosted ALLEN SOLLY events
by invitations.
• Free garment pick and drop services
31

32. “Innovative” product + Idea + Marketing +
Strategies = appreciation and award
Most Admired Brand - Womens Wear IFA
2004 & 2005 & 2007
Most Admired Brand – Trousers IFA 2005
Most Admired Brand - Smart Casuals IFA
2006
32

33. Future Prospects
For Allen Solly, the company registered sales of
Rs 500 crore at retail price for the year ended
March 2011.
------------------------------------------------------------
“In the next three years, we are targeting to
double Allen Solly brand's revenue with a
CAGR of 30%,"
Allen Solly Brand Head Sooraj Bhat told PTI.
33

34. Competitor
• UNITED COLORS OF BENETTON.
• BLACKBERRY.
• COLOR PLUS.
34

35. 35