Presenting the new identity
BANGALORE: Madura Fashion & Lifestyle’s premium brand Allen Solly recently unveiled its new brand identity adopting a contemporary version of the Stag as its new brand mark. Sooraj Bhat Ullal, Brand Head - Allen Solly speaks to City Express about the new identity.
Tell us about the new brand identity of Allen Solly?
The new mnemonic was first seen in their Coat of Arms. A true testimony to Allen Solly’s aristocratic British heritage, the Coat of Arms featured elements such as the Allen Solly Monogram, the Ram and the Stag, elements that represented the culture of the company and its products.
The new identity is being represented across all key brand touch points such as Product, Advertising and Communication.
The Stag will be integrated into the new retail identity that is currently being implemented in our flagship store at Indiranagar, Bangalore.
We at Allen Solly have always understood the importance of staying ahead of the times and bringing the latest in style and fashion to the Indian Consumer. Our style itself speaks for our identity. Be it the quality or fashion statement we have always been ahead of our competitors. By launching the New Brand Identity, we are drawing from brand’s very strong Nottingham heritage and at the same time will ensure it strengthens the core which is Friday Dressing. The younger lot specially are reacting very well to our new addition. They like the style, the vibrant colours, quality, almost everything about it you can say.
This identity embodies brand values of Freedom and Effortlessness to the core and over a period of time will become a signature for Allen Solly. The market is already buzz up with the additions that we have made so far. We are getting tremendous positive response from our consumers. What fears us is to match up with our own standards every time with every collection.
We believe this will help strengthen the brand’s relationship with the consumer as that is what lasts in the longer run.
What is the strength on which you are building the future trend of dressing?
Over time Allen Solly has become synonymous with being a brand that has always catered to the free-spirited, a brand that is not afraid to do things differently and stand out in a crowd.
It not only challenged the way the nation looked at work-wear, but also was the first to break the monotony of dull colours which was then associated with work.
Has the new branding hit the market?
The new Mnemonic has already hit the market in the new Spring Summer 2012 season on product and will soon be visible across advertising and retail signage.
Are you taking a more aggressive mode to promote your Friday Dressing range?
Allen Solly has drawn up an aggressive brand strategy to consolidate its core of Work Casuals, which incidentally was pioneered by it in early 1990s as ‘Friday Dressing’.
The brand targets young professionals/entrepreneurs who are ahead of the curve, experimentative and believe in looking distinct. The Spring Summer 12 line captures the re-emphasis on Friday Dressing.
The Men’s line has new fits and has used very superior fabrics in the line. Also, Friday Dressing for Woman has been launched in this season.
The consumers have responded favourably and the brand is registering very strong double digit same store growths in its retail. As far as the numbers goes we are very satisfied. We are have a bunch of plannings to implement, which we are looking forward to execute in the coming days.