Allen Solly - Entering the Indian Women's Western Wear Market
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"Women have too many different kinds of clothing. They want exclusive outfits and would not buy mass produced garments. They just want the look and do not care about the label. It is too risky. It is a headache. It just would not work."
- Excerpt from a news article on www.BharatTextile.com, January 11, 2002.
"We feel there is a definite potential to expand the market by offering a range of western women's wear, properly styled and cut according to body types, under the Allen Solly brand name. That will complete the whole lifestyle package - we will have both Allen Solly Men's and Women's wear, and have a strong retail line-up for both."
- Vikram Rao, Director, Indian Rayon, in October 2002.
Wooing Indian Women
The nationwide launch was undertaken following the brand's impressive performance during the test-marketing phase in the city of Bangalore (Karnataka) in December 2001. Through Allen Solly Women's Wear, Madura formally extended the concept of Friday Dressing1 to women all over the country.
1] A concept that originated in the US, Friday Dressing refers to the trend of allowing employees to dress in casuals instead of formal wear on Fridays.
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