The document is a project report on marketing the Indian fashion brand Allen Solly globally. It discusses Allen Solly's history, products, marketing strategies, competitors, and styles. It provides details on how Allen Solly was the first to introduce casual work wear and Friday dressing to Indian consumers. The report also includes a SWOT analysis and discusses how the brand can expand its global presence. Styles sections showcase how to recreate looks from actor Ryan Gosling and provide styling tips for polo shirts, business casual attire, and dressing kids.

1. PROJECT REPORT ON
GLOBAL
MARKETING OF
INDIAN FASHION
OF ALLEN SOLLY
Prepared By
Pravitha Unnikrishnan

2. PROJECT REPORT
PROJECT REPORT ON GLOBAL MARKETING
OF INDIAN FASHION
In the partial fulfilment of the requirement for the
award of the degree of
BSc in Fashion and Apparel Design
Submitted By :
PravithaUnnikrishnan
JD Institute Of Fashion Technology
1st
Floor, Ganga Arcade,
11th
Cross Road ,
Panampilly Nagar
Cochin 682036

3. JD INSTITUTE OF FASHION
TECHNOLOGY
COCHIN
RECORD OF PRACTICAL WORK
IN
.................................................................................
B.Sc in FASHION & APPAREL DESIGN
Certified that it is bonafied record work of the student with
Reg. No :................................
Lecturer in charge
............................

4. Examiners
1. ..........................................
2. .........................................
ACKNOWLEDGEMENT
This project is the product of many hands and countless hours from many people. I take this
opportunitytoexpressmyimmense pleasure,deepsense of intense gratitude and sincere thanks to
Mrs Anitha Department of BSc Fashion and Apparel Designing, JD Institute of Fashion Technology,
Kochi 682036; affiliated to Kuvempu University, Karnataka, for her guidance, constant supervision
and above all her continuous encouragement and support during the tenure of this project and its
successful completion.
I express my sincere gratitude to Mr.Sanil Chandran, Centre Director, JD Institute of Fashion
Technology, Kochi; for giving me an opportunity to complete this project successfully.
I extendmysincere thankstothe Manager,of CommitedCargo Care Pvt.Ltd, Mumbai; for providing
me withbestinformationand sharing their vast knowledge and technical expertise for completing
thisproject.Lastlyno wordscouldadequatelyconveymyheartful thanksouttoall those whohelped
in completion of the project, through their comments, feedbacks or suggestions.

5. INTRODUCTION
Trendin.com is an initiative of Madura Fashion & Lifestyle, India’s largest and fastest growing
brandedapparel companiesandapremiumlifestyle playerinthe retail sector.Afterconsolidatingits
marketleadershipwith its own brands, it introduced premier international labels, enabling Indian
consumers to buy the most prestigious global fashion wear and accessories within the country.
The company’sbrand portfolio includes product lines that range from affordable and mass-market
to luxurious, high-end style and cater to every age group, from children and youth to men and
women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen
Solly,PeterEnglandandPeople— thatpersonifystyle,attitude,luxury and comfort. The company's
lifestyle store, The Collective, offers a unique blend of global fashions, international trends and
innovative customer services in Bangalore, Mumbai, Pune and Delhi.
Madura Fashion & Lifestyle reaches its discerning customers through an extensive network
comprising more than 1,000 exclusive and franchise stores, and over 2,000 premium multi-brand
trade outlets, both within and outside India.
Madura Fashion & Lifestyle A Division of Aditya Birla Fashion & Retail Limited formally known as
PantaloonsFashion&Retail Limited,aUS$ 4.5 billionconglomerate by revenue size (FY12). ABNL is
presentacrossfinancial services,telecom,fashion&lifestyle,IT-ITeSandmanufacturing businesses.
It is part of the Aditya Birla Group, a US$ 40 billion (FY12) Indian multinational. Anchored by over
60,000 employees, ABNL touches lives of more than 100 million Indians.
Allen Solly was founded in 1744 by a company called William Hollin and Co Lts. The brand was
purchased sometime in the 90’s by a new company called Madura Garments which was a prt of
Madura Coats. Madura Coats was a big producer of threads.
Aditya Birla Nuvo acquired Madura Garments in 2000 to enter the branded garments business.
Brands suchas LOUis Phillippe,Van Heusen, Peter England, Allen Solly, SF Jeans among others and
also a global supplier to global buyers such as Marks & Spencer’s, Polo ets...are undertaken by
Madura Garments.
Theywere the firstto spotthe needof casual work wear for young professionals. They entered the
marketwitha blockbusterconceptof Fridaydressing. They used unconventional shades beige and

6. tan and used fabrics like Khaki in shirts and trousers; which became an instant hit. Allen Solly
introduced the idea of relaxed formals for Indian Consumers. They identified the demand for
different sizes of trousers for women and launch their exclusive women’s wear and it was well
accepted by the target group.
VISION
The company aimedtoemerge asa brand whichwastotallynew anddidnot stickto conventions.
“FridayDressing”wasintroducedtogive the companya stronghold.Initiallythe Indian marketwas
not opentoexperimental apparel formen.FridayDressingbyAllenSollygave Indiancorporatesa
chance to transformtheirwardrobes.The new formal wearwasrelaxedandnotboring.The Aditya
BirlaGroup tookover AllenSollyin2001.

7. PRODUCTS
Garments:
 Shirts
 Trousers
 Denims
 T-shirts
 Suits
 Shorts
 Skirts
 Capris
 Jeggings
Accessories:
 Belts
 Ties
 PortfolioBag
 Hand Bags
 Handkerchief
 Socks
 Cufflinks

8. INNOVATION
 Theywere firstto spotthe needof casual work wearfor young professionals.
 Theyenteredthe marketwithablockbusterconceptof FRIDAYDRESSING.
 Theyusedunconventional shadesof beige andtanand usedfabricslike KHAKIinshirtsand
trousers,whichbecame ainstanthit.
 AllenSollyidentifiesthe demandfordifferentsize of trousersforwomenandlaunchedtheir
exclusivewomenwearanditwas well acceptedbythe target.

9. MARKETING STRATEGIES
1. The 3 I’s are Insights,IntimacyandIncome.
2. Brand role ondigital
 Invitationtolive the Fridaylife
 Be seenasa fashionwingman
 People inthe centre
 Make real people the face of the brand.
3. Superiorconsumerandbrandunderstanding(real-timetrackingonconversations,trend
mapping,30,000 feetviewof culture accompaniedbyunderstandingof individual
preferences).
4. Offersandpromotionstodrive footfallsandhigheryields.

10. SWOT ANALYSIS
Strengths 1. The brand is present in more than 50 countries.
2. In-house and experienced design and product teams are available with
Allen Solly.
3. Premium fashion and international fashion also available.
4. Work casuals in bold colors, innovative fabrics and young fits.
5. Strong Management team also is strength to the company.
Weaknesses 1. Global penetration is limited as compared to a few other international
brands.
2. Presence of Indian and International brands offers more offering to
customers therefore high brand switching.
Opportunities 1. Digital initiatives and plans to spend significantly on it over the next few
years.
2. The brand can diversify into emerging markets and also consider of
expanding into other countries or sectors.
Threats 1. New technology coming in might pose threat.
2. Similarpatternsandverityavailable at lesser price with other brands pose a
threat.
3. Local marketmay offersimilarpatternsat alesserprice althoughdiscounting
on the quality.

11. COMPETITORS
 RaymondLimited
 Arrow
 Belmonte

12. STYLES
IN-FOCUS (STYLING IT LIKE RYAN)
Ryan Gosling is undoubtedly a stellar actor, but let's face it, he wins extra brownie points for his
impeccable sense of style. Gosling isn't one to stick to textbook fashion and his outfits are always
underscored with quirk and involve an eclectic element. Here's a peek at 3 looks sported by the
actor and how you can recreate them.
1. A LOOK WITH A DIFFERENCE
2. CASUAL CHIC
A jeansandT-shirt combination isn't always appropriate, but there are
times when you just want to slip into this comfortable ensemble and
call it a day. Onsuch days,take cues fromthislook.Goslingdressesupa
simple graphic T-shirt and jeans combination with a basic black blazer
and a belt with detailing. Essentially, you can slip on any casual blazer
that youhave overa white Solly Jeans Co T-shirt and jeans and pair the
outfit with pristine white sneakers and a stylish, textured belt.

13. 3. MODERN BLACK TIE
ACING THE BUSINESS CASUAL LOOK
Withthe rulesfor formal dressing taking on a decidedly casual approach, here's how to master the
business-casual look.
If you're someone wholovesthe definitionasuitlends,butalsowantsthe comfort of a pair of jeans
and a threadbare T-shirt, you may want to consider business-casual dressing. It combines smart
semi-formalpiecesthatpassmusterinan office environment while providing the comfort of casual
wear. Here are five essentials to nail the look.
1. DARK DENIMS
Black-tie dressingisconsideredtobe sacrosanct,but we quite
like how Gosling's given it his own colourful twist.
Experimenting with colourful tuxedos is alright on occasion,
but onlyif you know it won't be frowned upon. Colours such
as burgundy, aubergine and olive green work just as well as
good old black, so don't be afraid to experiment.
We aren'ttalkingaboutpairswithdistresseddetailingor
outlandish washes. A pair of dark indigo jeans, with a
straight fit is a business-casual staple. When teamed
with a fine twill, multi-coloured checked or geometric-
print shirt, it works as a lovely replacement for your
regular trousers, without compromising on comfort.

14. 2. PRESSED CHINOS
3. A BLAZER
If your formal dressing preferences lean towards old-school style, transitioning from formal
trousers to jeans might seem a bit drastic. Fret not, because chinos make for the perfect in-
between option. They look polished and appropriate to wear to a meeting, but are a more
breathable and comfortable option for a busy day at work. Opt for colours such as brick red,
charcoal anddark teal and weara pairof corduroysto switchthings up every once in a while. Pair
themwithshirtsinmutedshadeslike black,grey or navy to offset the vibrancy of your pants, or a
blazer in the same colour.
If you are skipping the suit, a few neutral blazers are a must. They
enhance a shirt's appearance and even make a basic white or black
T-shirt look snazzy. Remember that fit matters; after all, you don't
want to look sloppy. If you already own a few solid-coloured ones,
opt for tweed blazers or ones with subtle patterns, fitted with a
shawl collar.Richblue,deepred,navyandhuntergreenare greatfor
winter, as is mustard.

15. 4. A STYLISH BAG
SOLLY SPORT STYLE CHRONICLES (STYLING THE QUINTESSENTIAL POLO
SHIRT)
Polo shirts are wardrobe staples and here are three ways to style them.
Poloshirtsare perfect for a host of occasions, whether it is a casual outing on a Sunday evening, or
post-work drinks with friends. Here’s a breakdown of 3 classy looks that will have you looking
impeccably dressed.
1. FOR WHEN YOU ARE OUT WITH THE BOYS
A briefcase willlookterriblyoutof place witha business-casual outfit,whichiswhy
it isworthinvestingin a messenger bag or a holdall, depending on what you have
to carry. Leatherbags are timeless,butif youfindthemtoohigh-maintenance,pick
one that combines leather and canvas.
If you’re going on a weekend biking trip with the
boys, this look is perfect. Layer your favourite
sportypoloshirtwithbasicindigo jeans and add a
bright zip-up jacket in rich shades of red or green
to livenup the look. Add a pair of white sneakers
to create balance and enhance the sporty vibe of
the outfit.

16. 2. CHIC SUNDAYBRUNCH
3. GOING PREPPY
Brunch by the seaside calls for pieces that are stylish yet
easyon the eyes.We are recommending this simple white
polo shirt with pastel trousers or shorts. Salmon coloured
trousers make for a good choice, as do shades of mint and
blue. Add a pair of loafers and your outfit is perfect for a
lazy weekend lunch or an outdoor barbecue.
If your style involvesalittle
bit of quirk, this look is
sure to suit your
personality. Pair cobalt
cotton chinos (be sure to
roll up the ankles) with a
basic white polo T-shirt.
Add an autumnal oxblood
cardigan over the top and
basic brown high-tops to
finishthe look. If you want
to go the whole hog, don’t
shy away from wearing a
fedorathat matches, along
with bold frames.

17. JUNIOR STYLE DIARIES
With these easy fashion tips for kids, you can be rest assured that your little prince or princess is
always going to be a cut above the rest.
1. PARTY LIKE A LITTLE ROCKSTAR
#1. For yourlittle prince
If you think there isn't
much youcan do with your
son's jeans and T-shirt
look,we have justthe style
inspiration you need. Opt
for a soft-wash jeans and
pair itwitha simple round-
neck T-shirt, throwing on a
smart button-down
Gingham shirt for extra
measure. To add extra
spunk, you can swap
regular jeans for turn-ups.
Another way to spruce up
regular jeans and T-shirt is
by layering it with a smart
outerwearsuchas a simple
waistcoat, a denim trucker
jacket or even a preppy
cardigan. Instead of jeans,
pair the outfit with
coloured trousers or
quarter pants.

18. #2. For yourlittle Diva
Finally,if youryoungladismore happy-go-lucky and less style conscious, look
no further than a smart polo shirt and classic jeans. You can play around with
the lookby optingforT-shirtsincolouredstripes,collardetailing or fun comic-
book characters and patchwork denims.
You can nevergo wrongwitha floral printeddressinbright,
funcolours like yellows, greens and reds when it comes to
dressing up your little princess. Pair it with comfortable
pumps or ballets in a solid colour, a small purse or a funky
hair accessory.
To create a layering effect, pair a bright
printed, frilly top, such as one with mega
sleeves or exaggerated shoulders, with a
smart skirt. We recommend a straight and
simple denim one to offset the vibrancy of
the top. Alternately, you can also opt for a
vibrantbottomsuch as pantsingreen,red or
hot pinkor a flowyskirtalong with a simpler
top.

19. 2. YOUR GUIDETO NAILING THE PREPPYLOOK FOR YOUR LITTLE BOY
From little bow ties and polo shirts to belted trousers, here's how you can dress your boy like a
preppy little fellow.
Preppy dressing is a trend that looks great on adults and children alike. It's about adding a stylish
flairto everydaycasual dressing,makingitagreat looktoopt for if you're dressingyourlittle boy for
an eveningout,abirthdaypartyor a familyget-together.Take a look at the essentials that make up
this comfortable, chic look.
#1. Bring Out the Shirts
Not all little girls like frills and flowers, and if
your princessismore sportythandainty,we're
sure she'll love this simple and yet slightly
edgy shorts and T-shirt look with a stylish
waistcoat.You can also swap the shorts with a
smart denim skirt. Complete the look with
matching boots and a headband, and your
little tomboy is sure to make a statement at
the party.
The simplest way to nail the
preppy look is to opt for shirts.
Checked and striped ones are
timeless classics and are just
what you need to get this look
started on the right note. Dress
your little man in bright shirts
with Gingham, plaid or Madras
checks,and roll up the sleeves to
channel the casual,playful vibe.If
you don't want to opt for a shirt,
pick a polo shirt instead.

20. #2 TalkingAboutTrousers
#3. Overthe Top
Skip the jeans and pick a
pair of chinos or knee-
length shorts instead.
Colours such as khaki and
beige are integral to the
preppy look and pair well
with most colours, as do
basic grey tweed trousers.
For more colourful options,
opt for chinos in colours
like burnt orange or
mustard yellow.
For outerwear, nothing beats a classic sweater or cardigan. Opt for preppy
cardigans with contrast detailing, like stripes and cable knit, in a colour that
coordinates with the shirt. A thin pullover and a chunky cable knit both look
extremely stylish. You can also go for a lamb’s wool or merino blend sweater;
remembertoroll up the sleevestocoordinate with the styling of the shirt. You can
also go for a sleeveless pullover, depending upon the weather.

21. #4. Addingthe Accessories
3. BUNDLING FOR A WINTER
Stop the winter chill from bogging your little ones down with these 6 stylish winter looks.
As a pronounced nip in the air makes its presence felt, it is time to pull out your little one's winter
wear. However, if you're constantly annoyed by having to resort to plain old sweaters, here are 6
looks that will keep your children cozy, comfortable and super stylish.
A bow tie is quintessential
to a preppy look, so make
sure this accessory
featuresin your little boy's
outfit.Besidesthe bow tie,
suspenders or a smart
canvas belt, along with
comfortable loafers or
boat shoesare all you need
to finish off this look.

22. STYLE DECODE
Whetherit'sa firstdate,a casual brunchwithyour besties or just another day when you want to be
dressed to kill, here's how you can look your best this season
1. PRINTS AND MATCH
From mixingpolkadotsandstripestooffsettingstatementpieces like a loud floral skirt or a printed
jacket, we tell you how to master the art of matching prints.
The art of matchingdifferentprintsand patterns in an outfit has always been tricky. Only few have
beenable tocross thisfashionhurdle withoutbeingoverbearingortacky.Fretnot!Just follow these
handy tips and find your perfect match!
#1. Size Matters
#2. Colour-Iffic!
The easiest way to match prints is
to team two patterns of differing
sizes, such as a striped knit
sweatermatchedwitha skirt with
a small polka dots/floral print or
cigarette pants with large floral
prints teamed with a simple
stripedtop.Keepyouraccessories
simple to let the prints do the
talking; we recommend slipping
into a pair of simple kitten heels
or flat pumps.
The best way to play with
bright prints is to offset
themwithitemsthatare in
the same colour but a tad
subtle. For instance, pair a
bright red paisley top with
red pants in a muted tone,
or a simple striped topwith
a bold-printed skirt. Since
the outfit keeps the colour
scheme simple, you can
experiment with
accessories in contrasting
colours. For instance, if
your outfit is mostly light
blue, consider carrying a
tote bag or ballerinas in a
bold bright red.

23. #3. Take a Break
2. FINDING YOUR SILHOUETTE
Whatever your body shape, this dressing guide will ensure you dress to suit it perfectly
Are you tall and slim like Anne Hathaway, petite like Reese Witherspoon or curvy like Beyonce? If
you're confusedaboutwhatoutfittopick,we bringyou the ultimate guide to dressing up according
to your body type. And who better than your favourite celebrities to take some style inspiration
from?
#1. Slim and Tall like Anne Hathway
A practical way to mix prints
is to introduce a break in
the outfit. Opt for printed
dresses with a break at the
waist,or create one yourself
with a broad belt in a solid
colour.You can also slip in a
long printed top and create
a stylishdistinctionby using
a slim belt. For accessories,
try and match the colour to
your belt or pick a single
colour from your outfit. A
bright printed dress goes
extremely well with
wedges or peep-toe pumps
with subtle detailing like a
small bow. Throw on a
simple and sleek sling bag
for extra spunk.
Anne Hathway is slim and tall, with a rectangular frame. If you
too have a similar structure, you can carry off virtually any kind
of clothing. Flared pants, dresses, cigarette pants and even
printedoneslookgreatonthisbody type,as do bomberjackets.
Empire waistdressesworkverywell toadd more length to your
torso,while those withhorizontal stripes will add more body to
your narrow frame. For everyday casual wear, a graphic tee or
spaghetti-strap top with skinny jeans is ideal.

24. #2. Petite like Reese Witherspoon
#3. Curvylike Beyonce Knowles
At 5 feet 1 inch, this Hollywood
actress is definitely petite.
However, she doesn't let this
come in the way of stylish
dressingandneithershouldyou!
The first rule is to pick prints in
proportion to your body, so stay
away from large florals or bold
stripes. However, thin stripes,
minimalist florals and small
checks look great. The idea is to
elongate your frame, so pick
high-waistedtrousersandankle-
length pants. Refrain from
picking pieces that split your
body in equal halves as that can
make you look stubby.
Additionally,alwayspick dresses
that skim your knee to lengthen
your legs, and if you are opting
for a full-lengthdress,cinch your
waist just below your bust to
stick to the rule of thirds.
Most Indiansare inherentlyonthe curvyside andthe rulesfor
dressingthisbodytype are ratherstraightforward.Embrace your
curvesand show them off bycinchingyourwaistwitha belt.
Whetheritisa dressor a pair of trousers,thistipsworks
universally.If youare dressingconservativelyandwanttotone
downyourcurves,opt fora monochromaticblackoutfit,a
balloonorboxytop or a sheath dressthat hasa straight
silhouette.Boldprintsmightnotflatteryourfeaturessoplaywith
subtle onesinstead.Andasfaras stripesgo,pickonesthat aren't
too wide andweartheminoutfitssuchas fit-and-flare dressesto
lookeffortlesslychic.

25. 3. ONE LBD, FOUR WAYS TO STYLE IT
There'sa lot youcan do withyourLittle BlackDress.We bringyoufour differentways to style it that
will help you stand out no matter where you're headed
The classiclittle blackdress(fondlyknownasthe LBD) hasbeena wardrobe staple forwomenacross
the world and across age groups. Be it a business dinner, a date or just a night out with friends, it
never fails to impress. Here is how you truly explore its versatility.
#1. Hipster Vibe
#2. Schoolgirl Charm
If you have an eveningdate andwantto slipinyourLBD without
lookingtoo overdressed, a good way to tone down the outfit is
to teamit witha sweatshirt. This could one in a bright colour to
playaroundwithcolour blocking or in a geometric/animal print
for a slightly experimental vibe. To play it safe, you could go
ahead with a grey sweatshirt with print on the front. Tip: Pull
your look together with a ballet pumps.
This is for those who like to be
experimental and play around with
differenttrends. Combine the shirt dress
and the LBD by pairing the dress with a
loose button-down shirt. It adds an
adventurousandtomboyishedge to your
look. Ensure that you go for a shirt that
has three-fourth to full sleeves. A white
shirt would be playing it safe, so if you
wish to be more experimental, go for a
shirt with vibrant brushstrokes, stripes
or floral print. Tip: Team these with a
pair of long socks/stockings and brogues
to complete the look.

26. #3. Boho Chic
#4. Midwest Punk
4. STREET SPUNK
From crop topsand high-waistedjeanstolight,flowingdresses, we tell you everything you need to
know about street style, the trend that is currently taking ramps across the world by storm.
Streetstyle hasalwaysbeenaremarkable phenomenonbecause the veryessenceof itisopposite to
traditional fashion trickle down-what you and I wear suddenly becomes an integral part of 'what's
Go off the beatentrack by channeling a bohemian vibe in
your black ensemble. Team the LBD with a floral/animal
print scarf/jacket or a boho tote in butterfly print. Tip:
Wear strappysandalswithfringe elements in beige or tan
to complement the outfit! It's perfect for a party at the
beach!
You can never go wrong
with a denim jacket, and
whenpairedwithanLBD, it
makes for the perfect road
trip or picnic look. Wear a
denim jacket or chambray
shirt over the LBD and tie
the outfit together with
bootsor stylishsneakers.If
you're going for a dressier
look, you can also add a
broad belt in a solid colour
like red, matching kitten
heels and a hobo bag to
the mix.

27. in'. The streets have been capturing our hearts and wardrobes for long, and now, they've hit the
runway. Here are our five picks fresh off the ramp (and the streets).
#1. Loose Flowing Dresses
#2. Sweatshirts
A street-style staple,the dresshasconstantlyevolvedoverthe years and
offersmanyvariationstochoose from.Loose flowing,relaxedsilhouettes
dominate thistrend,sodoesthe classicBohomaxi dress.Optfor fun and
chic printslike paisley,floral oranimal.The latestentrantinthiscategory
is the shirt dress. Accessorise it with a belt and/or stockings and oxford
shoes, and you have elegance and spunk combined in one outfit. Tip:
Look for shirt dresses that have embellishments on the shoulders.
Why should only boys enjoy the
preppy jock look? Girls, you can ace
this look, too. Throw on a black-n-
white animal-printsweatshirtona pair
of jeansandsneakersandteam it with
a smart pair of boots. You could also
opt for brightly-coloured knitted
sweaters, for instance, a yellow one
withblue polkadotsor multiple prints
on a single-coloured sweatshirt.

28. #3. CropTops
#4. HighwaistAnything
Floral, geometric, abstract, polka dots,
stripes, animal print, paisley: any print
suits this trend (even brush strokes!).
Crop topsalsolookgreat in solidcolours.
Experiment with ones in knitted and
woolen fabrics, if the weather is nippy.
They can be worn on jeans, shorts or
skirts, and can be topped with a blazer
or cardigan to make the look more
classy.
Skirts, shorts, jeans and
trousers of the high-waist
varietyare hugely in. Team
a knitted sweater with a
high-waist, printed pencil
skirt and wedges for a
smart-casual vibe.
Chambray shirts with high-
waist, printed circle skirts
make for a fun combination
too. If all else fails, pair
your high-waist jeans with
a white shirt-”this
combination is evergreen.
Tip: you could wear the
high-waist jeans with a
shirt which has printed
brushstrokes to make the
look edgy.

29. 5. 5 WAYSTO TACKLE THE MONDAYMORNING BLUES IN STYLE
Mondaysat workcan be drearyand uninspiringtosaythe least,butfollowingthese five styletips
can make the start of your weekatrendyand cheerful one.
It's Monday morning,andthe ideaof a whole weekfull of workaheadof youisn'tthe most exciting
of prospects.That'sthe sad part aboutweekends:theyend.And,withthatcomesMonday-the
proverbial Grinchtoour Christmas.Butworrynot, as we have justthe solutionyouneed:when
thingsseemlow,dressup!Followthese tipstospruce upyourwork wardrobe andkissthose
Monday bluesgoodbye!
#1. Dress to De-stress
#2. Crop for Comfort
A sheath dress with a vibrant print, such as
the brushstroke, can work wonders to
brighten up your day. Another major trend
thisseasonisthe knitdress;opt foran A-line
if you're rushing for a Monday morning
meeting with the boss. A simple dress in a
mutedsolidcolourlike deepred,pairedwith
staple black ballerinas and an accent piece
such as a vibrant clutch or necklace will
surely do the trick.
Every working lady needs
to have a cropped pant in
her wardrobe. It's
comfortable, fun to wear
and also extremely
versatile-
”depending on
what you wear with it, the
cropped pant can handle
work and play with equal
panache.Buyone in a print
(floral or geometric) and
pair itwitha loose,tucked-
in shirt in monochrome,
wedges and a matching
sling bag.

30. #3. Prints! Prints! Prints!
6. PICK THE RIGHT SHOES FOR EVERY OCCASION
If you find yourself in a shoe rut, take a look at our five shoe recommendations for every occasion
and what to pair with them.
If you've got a closetfull of shoeswithnoideaonhow to style them or simply feel like you need an
autumn/winter shoe update, take a look at these five shoes that will have you covered.
#1. Basic Ballet Flats
Printsare reallyinthisseason,andthere'snoreason why you shouldn't incorporate them in your
workwardrobe.Stripes,paisleys,floral andanimal printscanmake a dull outfit interesting. If you
don't want to be too experimental, opt for a simple plaid or geometric print.
Ballerinas are absolute wardrobe
staples. For this winter, we
recommend picking a pair with a slim
bow at the top that adds to its
feminine appeal. Wear it with a
simple shift dress over the weekend,
or wear it to work with a slim-fit shirt
tucked into cigarette pants. Either
way, it is hard to go wrong with this
versatile shoe. As far as the shape of
the shoe goes,optfor almond-shaped
ballerinasor ones with a pointed toe,
with a plain leather or woven finish.

31. #2. A pair of Loafers
#3. Multi-Strap Wedges
#4. Kitten Heels
While a pair of ballerinas
pass muster at work,
loafers are a better
alternative. A pair in rich
brown or black, with a
square toe and tassels(or a
bow) will match most skirt
and pantsuits effortlessly.
Mixing and matching
separates is a hot trend
too, so if you're wearing
distressed jeans with a
shirt and blazer, you can
add loafers to the outfit.
For all casual occasionswhere you'd like
to put your most stylish foot forward, a
pair of wedge sandals meets the
requirement perfectly. In keeping with
this season's trends, pick wedges with
multiple straps. Preferably in shades of
rich brown,youcan opt forwedgeswith
either a cork heel (for the day) or a
veneer-finish heel (for the evening).
From jeans to floaty dresses, you can
wear them with everything!
For when you have an important
meeting or are heading to a job
interview, there's nothing better than a
pair of kittenheels.They make you look
instantlyput-together with a fraction of
the effort. In a formal environment, a
pair of kitten heels looks more
professionalthan sky-high heels. Again,
a quilted or woven finish is what you
should opt for.

32. #5. Sky-High Stilettos
7. ITS A DATE
Whetheryou're goingona movie date orwhiskingyourlove awayfora romantic weekend, keeping
these tips in your roster will ensure that you are dressed to impress.
Let's face it! Dates aren't always like they show in the movies. Yes, they can be truly romantic, but
there's a lot of thought that you need to put in while planning one, right from where you'll go to
whatyou'll say andwhat you'll wear.While the firsttwodependentirelyonyouand your significant
other, we can surely help you out in the third department. Based on possible date scenarios, we
bring you tips on not just dressing to impress, but also keeping your own comfort in mind.

33. #1. Casual Vibe for a Movie Date
#2. A Balancing act for Lunch
Movies are all about unwinding with a
tub of popcorn.The vibe of a movie date
is meant to be easy and relaxed, so we
recommendyoudressforcomfortrather
than go for too formal a look. Opt for
jeansandloafersandchannel the smart-
casual aspect by teaming them with a
regularT-shirtlayered with a smart shirt
with Madras checks. A cool sling bag
would be a handy accessory.
Ladies, you could opt for a trendy
graphicT-shirtwithgeometricprintsor a
brightknittedsweater (if the weather is
nippy) coupledwithaprinted circle skirt
for a movie date.Pairthese with spunky
sneakers or flat ballerinas along with a
tote bag.
If you're sneakinginaquicklunch during your office break, pick a smart shirt in a nice
pastel shade, which can pass off as office wear. You may consider rolling up your
sleeves or losing the tie to look more relaxed. For a weekend lunch or brunch at a
casual bistro, you can count on the classic chinos look. Pair your beige or tan chinos
with a smart chambray shirt or a solid-coloured one in a refined print. Tip: wear a
classy watch and carry a smart pair of sunglasses to finish off your day look!
Ladies, be prepared to be spoilt for choice. For a quick office lunch, opt to wear a
knee-lengthdresswithstripesorfloral print.Complement the dress with a nice set of
pumps and a trendy tote. If you're not going out from office, go for a jumpsuit - it's
casual as well as glam! A shirt dress would suit the occasion too. Accessories could
range from hair bands, totes and statement bracelets to pointed-toe ballerinas.

34. #3. DressUp for Dinner
#4. Beingyourself foran offbeatDate
Impressyour date: book a table for two at a
gourmetrestaurantandcleanup well.Wear
a nice shirt in a solid dark - deep blue and
wine are all the rage this season - or with a
fine texture orfoulard.While nothing spells
sophistication better than a black suit, we
recommend you take things down a notch
and swap your all-blacks with a smart
textured blazer in navy or grey.
Ladies, an LBD (little black dress) would
work wonders for such an outing. Pair it
with pencil heels with stud detailing or
dressy wedges and classy jewellery and
you're sure to have made a lasting
impression on your dates.
If you've been seeing each other for a while and you're probably going on your fourth or fifth
date, it's time to plan something special more suited to your mutual interests-a weekend
getawayto a luxury resort, a spot of adventure sports or a day at the beach. Again, in keeping
with the nature of the date, keep your style cool and casual. Polo shirts, chinos, half-sleeved
casual shirtsand shortsare your go-tooptions.However,don'thesitate in playing around with
prints and checks to add a bit of your personality to your attire. Tip: Opt for a cool backpack,
cap and funky sneakers to add that playful touch to the outfit.
For the ladies, a short dress or shorts along with a spaghetti-strap top or a printed T-shirt are
equal parts fun and stylish. Add to the outfit with some funky earrings and sneakers.

35. 8. BRUNCHING IN STYLE
WithSundaybrunches becoming such a common occurrence, it only makes sense to put your most
fashionable foot forward when you're planning to go for one.
Falling right in between breakfast and lunch, the brunch has become the go-to choice for a
gathering,especiallywhenitcomestomeetingyourclose friends.The eclectic spread enjoyed over
free-flowingbeerorcocktailsensuresa fun and intimate atmosphere. But let's face it; just because
you're feeling relaxed and lazy on the morning of your weekend brunch doesn't mean you land up
there in baggy shorts and T-shirt. Chances are that you're meeting your gang after a long time,
consideringeveryone'sbusyworkschedule,andyouwant to look every bit cheerful and chic as you
truly are! Here are four looks that will have you sailing through the brunch looking super stylish.
#1. The Right Pants
Your outfit should be in keeping with the fun and relaxed vibe of the brunch, so
don't hesitate inbeingatadadventurousandexperimentingwith colours. A pair of
skinnyjeansinoffbeatcolourslike mintgreen,purple or cerulean blue paired with
a simple femininetopmakesfora casual lookthat's high on the style quotient. You
can alsoopt for a printed bottom and pair it with a flat-knit top with a subtle print
or a plain white casual shirt. Slip on a pair of kitten heels or smart wedges in
matching colours to complete the look.

36. #2. A BreezyDress
#3. Top itup inStyle
Nothing makes a fun and
feminine statement like a
bright, flowing dress that
will not just have you look
chic but also feel
comfortable, especially if
it's hot and sweltering
outside. We recommend a
short sheathdressinbright
solid colours like red or
canary yellow or a vibrant
floral print. You can also
spruce up a simple dress,
such as a white striped
one,withstatementpieces
like a chunky necklace or a
bright clutch. If there's a
slightnipinthe air, go for a
full-sleeved Boho dress in
lightcoloursor a boldprint.
Oversized tops are a great
way to be fashionable
while simultaneously
playingitsafe.These could
be teamed with cropped
pants or leggings, and
pumps/wedges to
complete the look. Boat-
neck blouses work well on
cropped pants to give an
elegant and chic look. If
you wish to layer up, opt
for a summer jacket or a
smart sweater, depending
upon the weather.

37. REASON FOR THE SUCCESS
In 2002, leadingIndianapparel companyMaduraGarmentslaunchedaline of readymade women’s
westernwearunderthe brand‘AllenSolly’.The launchwas backedbyadvertisementsinthe
national printandoutdoormedia.The move attractedattentionfortworeasons.
1. Thiswas the firstevernationwideexercisebyanycompanyto offerreadymade western
wearfor womenona large scale.
2. Madura seemedtohave inSeptembertakenariskbytryingto extenditshithertoexclusively
for menbrandAllenSollytothe women’s.
The segmentationof femalewesternwearfromMaduragarmentsunderthe brand name of Allen
Sollywomenisbasedon –
 ChangingSocial Habit
 Generations
 Income Level
 Usage Rate
 Personality