Allen Solly BRAND AUDIT

A comprehensive brand audit and research of the most iconic apparel brand that revolutionized the formal wear in India

1. BRAND IMAGE PBM Group Project

2. About the brand Allen Solly is an initiative of Madura Fashion & Lifestyle, a division of Aditya Birla Fashion and Lifestyle. It is one of India’s largest and fastest growing branded apparel company.   Bringing the concept of ‘Friday Dressing’ to menswear in India, Allen Solly is known as an understated yet upbeat work wear brand. Partnering with the most prestigious tennis event in the world, The Championships, Wimbledon, Allen Solly’s sub brand Solly Sport offers a collection of sports inspired clothing. A pioneer for western wear for women in India, Allen Solly caters to the young woman professional. Redefining work-wear for women, the chic and fashionable range is perfect for your 9 to 5. Allen Solly captures this transition with their range that includes dresses, tops, tunics, trousers, skirts, shirts, shorts, suits and blazers. With a revenue of Rs. 8,118 crore and a retail space of 7.5 million sq. ft. (as on 31st March, 2019), it is India's first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.

3. Product Mix Allen Solly has both formal and casual wear in both Men’s and Women’s segment. 3

4. Product categories in Men’s and Women’s segment 4 Source: https://www.allensolly.com/

5. Apparel retail market size and growth in India Source: IBEF $32 Billion 2012 17% of Organized retail $56 Billion 2015 25% of Organized retail $83 Billion 2022P 40% Organized retail 5 9/10/2020 ADD A FOOTER

6. Category Attractiveness: Men’s and Women’s casual and formal wear category growth in per capita consumption in apparel showed a higher rate from 2015. This has been witnessed in many countries and this exponential growth happened in India from 2015. The higher growth categories in both men’s and women’s beginning to see tight competition Slower growth may also be a result of inability of brands to improve their value offer as per the evolving consumer demand. Source: Redseer consulting

7. T able shows thew turnover and the corresponding profit margins of the top apparel retail companies in India considerable increase in the profit margin from Q12019 to Q12020 We can generalize the apparel brands in India have a average profit margin of around 7% in their business Profit Margin in Apparel retail

8. SEGMENTATION 9/10/2020 ADD A FOOTER 8 Work casuals in bold colors, innovative fabric, and young fits for young fashion-conscious Men, women and fashion forward kids wear. Young fashion-conscious women between 25-35 years. Young fits for fashion forward kids from 5-15 Young fashion-conscious men between 25-40 years.

9. Targeting Urban men of upper and upper middle class 9 Allen Solly's approach follows a paradigm of co-creation whereby consumers are given the ability to participate in the merchandise development process from which they can create wardrobes in colors with their individual tastes and desires.

10. Financials of ABFRL: company is doing very well in terms of Income growth. major expense of the company buying of raw materials is the major expense of the company followed by administrative and selling expense the company’s net profit was Rs.53.3 Cr and it almost doubled to Rs. 117.9 Cr in 2018, and in 2019 the net profit of the company was Rs.321.22 Cr. 10

11. Major Competitors of Allen Solly 11 6 major competitors, their target segment price range and product mix

12. Competitor Mapping HIGH PRICE LOW PRICE HIGH SATISFACTION LOW SATISFACTION 12 9/10/2020 ADD A FOOTER

13. Points Of Parity: Internationally recogonised brands Fast fashion, trendy, run away styles for the mass market Value for money products Wide variety of product offerings Special Sizes Points Of Difference: Institutional sales Very prominent advertising and clear ad campaigns Online sales Diversified product lines outside of only apparels Handmade Collection Redefined the idea of “Friday Dressing” IKAT Designs First Indian Brand-work fashion for women Solly Sport-Lifestyle sports brand

14. IMC MEDIA MIX Differentiating among its competitors Competitors: Increase the sales through the advertisements. Allen Solly: Position their product in the minds of the people. Importance to portrait their brand logo by involving the presence of the Stag in their advertisements. TV ADS: Targeted at different core audiences. For example young men, working women, kids. They focus on themes like Work culture, Fitness, New Fashion Trends etcetera. 15

15. Advertisement Campaigns 16 9/10/2020 ADD A FOOTER # OwnYourShape https://youtu.be /JzyPHK_Gk7I #OpenWorkCulture https://www.youtube.com/watch?v=nSerfm8UhyU #FunAtWork https://youtu.be/eBowgwJRwoY #TheFutureOfBottomWear https://www.youtube.com/watch?v=ByPelyF4SJs

16. Social Media Marketing and Print 17 9/10/2020 ADD A FOOTER Allen Solly ad campaigns are equally spread in print as well as digital media. The print media has sold Allen Solly as new age brand of comfortable formal apparels. Social Media: Allen Solly has 16.6K followers on Twitter, 13.6K followers on Instagram and sizeable 1.7 billion likes on its Facebook Page. Though the brand sells products for men & women, their social media content is profoundly targeted towards women. Allen Solly uses a smart combination of digital outdoor and social media that help to promote local brands.

17. 18 To engage their fans in meaningful conversations and co-creation. This is the platform were the brand has shown its main presence. Allen Solly is using the content to sell their positioning. By endorsing the celebrities, who post content wearing Allen Solly. Facebook

18. Instagram 19 The best thing about Allen Solly is that they aim to sell the idea itself and not just the product . The brand connect on Instagram is entirely in line with the newly available theme.

19. Twitter 20 Allen Solly with India’s first Twitter-powered billboard that is spreading shirts to the tweeting audience. In a colossal billboard, 52 shirts were placed. Behind each shirt, boards were arranged with a solenoid. With every tweet with a significant #, a random solenoid would inch forward, ultimately striking each shirt from the billboard, right into the hands of the lucky tweeters that were waiting under the billboard to catch their prize.

20. Demographics Gender Age Group 75.5% 21 9/10/2020 ADD A FOOTER Female- 52% , Male – 48% Allen Solly users

21. Allen Solly Products used or owned by the respondents 22 ADD A FOOTER 9/10/2020

22. Reasons for Allen Solly brand preference by customers 23 9/10/2020 ADD A FOOTER Satisfactory level for different brands

23. Advertisements viewed by respondents on different platform 9/10/2020 ADD A FOOTER 24 Customer preferences while purchasing apparel

24. Customer perception for brand sustainability Customer buying decision Influencers in customer buying decision

25. DATA INTERPRETATION ANOVA – To examine the satisfactory level of different brands (Allen Solly, Vanheusen, Peter England, Arrow, USPA, LP, Tommy Hilfiger) among different gender. 26 9/10/2020 ADD A FOOTER There is a variance in satisfactory level for Aleen Solly among different gender. Women has higher satisfactory level than men for Allen Solly products. Null hypothesis is rejected by Allen Solly. For the rest of the brands there is no variance among different gender.

26. DATA INTERPRETATION ANOVA –To identify the reasons for preferring Allen Solly among different gender. Premium Feel – There is variance in preferring Allen Solly among different gender for premium feel. The women audience gets a premium feel while using the brand Allen Solly when compared to men. Null Hypothesis is rejected by premium feel 27 9/10/2020 ADD A FOOTER

27. 9/10/2020 ADD A FOOTER 28 Mind Map Respondents were asked about the first thing that comes to their mind when they here “Allen Solly”. The figure shows the Mind Map.

28. Summary Allen Solly has extremely strong brand awareness, Allen Solly logo has instant brand recognition among users and non-users Allen Solly TOMs include sense of pride, quality, class etc. Customers are most influenced by past experience, friends and family. Among the respondents repeated purchase was low for Allen Solly 29 9/10/2020 ADD A FOOTER

29. Recommendations Increase Products in Men’s category Women’s accessories include laptop bags, purses but Men’s accessories only have wallets and belts. Equally appealing communication strategies for both men and women Focus on Sustainable Products The company should follow a sustainable business model especially at a time of crisis like this. 30 Designer Collaboration Should collaborate with international designers to bring more vibrant designs into the market

30. Thank you! Group - 5