Allen Solly

VM&RD - - CONTENTS - Chanda Ku­mar

As a brand, Allen Solly has al­ways be­lieved in be­ing rooted in its her­itage while pre­sent­ing it­self in a con­tem­po­rary in­ter­pre­ta­tion of the times. Tar­get­ing a fast evolv­ing young gen­er­a­tion who are ex­tremely fash­ion con­scious and ex­per­i­men­tal, the brand un­veiled its new store de­sign con­cept in Ban­ga­lore. The new con­cept is de­signed by Dalziel & Pow and is an in­ter­est­ing eclec­tic blend of the con­tem­po­rary and the Vic­to­rian clas­sic.

Allen Solly’s new re­tail iden­tity is in­spired from the brand’s strong Not­ting­ham her­itage yet ren­dered in a very mod­ern and con­tem­po­rary man­ner. Ac­cord­ing to the brand, Allen Solly has al­ways led in set­ting trends, start­ing from the launch of Fri­day Dress­ing in 1993 to Western Wear for Women in 2002 and now the launch of a sig­na­ture re­tail iden­tity.

“The brief was to ex­cite to­day’s cus­tomer in a con­tem­po­rary In­dian en­vi­ron­ment with a ‘quintessen­tially Bri­tish’ twist. The key to this ap­proach was in pro­mot­ing and en­rich­ing the es­tab­lished her­itage of the brand. The suc­cess­ful blend of th­ese el­e­ments has re­vi­tal­ized the brand and store en­vi­ron­ment mak­ing it rel­e­vant to to­day’s Allen Solly cus­tomer,” says David Wright, Group Mar­ket­ing Direc­tor, Dalziel & Pow.

The start was with the defin­ing of the tar­get cus­tomer, their in­flu­ences, ref­er­ences and as­pi­ra­tions to be used as in­puts to create a cus­tomer cen­tric brand ex­pe­ri­ence. Ex­plains David, “Work­ing with the Allen Solly team we de­vel­oped per­sonas of An­drew and Emma (Allen Solly cus­tomers) to help de­fine the DNA, ex­press­ing the core val­ues of th­ese per­sonas within the re­tail iden­tity, which were re­flected in the mer­chan­dis­ing and store el­e­ments as well as the com­mu­ni­ca­tion mes­sages through­out the store.” With the tar­get group of young men and women be­tween 23-28 yrs, Allen Solly’s new of­fer­ing in­cludes a stronger col­lec­tion of Fri­day Dress­ings fash­ion com­ple­mented with fash­ion­able for­mal wear.

The new brand mo­tif, ‘ the Stag’, was based on its her­itage that dates back to year 1744 in Not­ting­ham, UK where it was rec­og­nized by its dis­tinct coat of arms flanked by a ram and a stag - the ram sym­bol­iz­ing the wool in­dus­try and the stag, the city of Not­ting­ham. The new store de­sign re­vi­tal­ized this her­itage by bring­ing back this mo­tif and us­ing it as a key ele­ment of the brand sig­na­ture.

Lo­cated on one of Ban­ga­lore’s fash­ion high street in Indi­rana­gar, the store stands out with its dou­ble height glazed façade which is used ef­fec­tively to mag­nify the brand sig­na­ture, the ‘stag’, with great promi­nence dur­ing the day and night. Oc­cu­py­ing 18,000 sq ft of re­tail space, the store is spread over two floors - the men’s ‘Fri­day Dress­ing’ and For­mals on the

lower level and the women’s ‘Fri­day Dress­ing’ and For­mals on the up­per.

The store de­sign con­cept is con­tem­po­rary with a ‘quintessen­tially clas­sic Bri­tish’ twist ren­dered through forms, col­ors, eclec­tic fin­ishes, ma­te­ri­als and el­e­ments. “Found ob­jects such as coloured decorative lamps and Allen Solly’s her­itage be­spoke tar­tan fab­ric are lay­ered into the scheme, adding a rich splash of colour. The suc­cess­ful blend of th­ese el­e­ments has re­vi­tal­ized the brand and store en­vi­ron­ment mak­ing it rel­e­vant to to­day’s Allen Solly cus­tomer,” David ex­plains.

The use of graph­ics in spe­cially pat­terned wall pa­per on the ceil­ing, pat­terned her­ring­bone floor­ing and graphic back­drops for mer­chan­dise pre­sen­ta­tion plays a sig­nif­i­cant role in com­plet­ing the in-store brand ex­pe­ri­ence. The store fix­tures de­signed with a com­bi­na­tion of dark metal and warm wood help present co­or­di­nated fash­ion state­ments. The sys­tem also al­lows for vis­ual com­mu­ni­ca­tion to be in­ter­spersed with the mer­chan­dise pre­sen­ta­tion.

Vis­ual Mer­chan­dis­ing plays a very key role in com­ple­ment­ing the eclec­tic store de­sign with the use of a mix of con­tem­po­rary and clas­sic

Eu­ro­pean vis­ual lan­guage and props at key fea­ture points in the store. The in­spi­ra­tion for the props is taken from var­i­ous in­ter­pre­ta­tions of the good life – travel, cel­e­bra­tion, leisure etc. Look­ing around the store one gets to see ge­o­graphic maps, a mariner’s com­pass, minia­ture of an an­cient two mast sail ship etc.. Vis­ual Mer­chan­dis­ing is used to dis­tinctly dif­fer­en­ti­ate be­tween men’s and women’s fash­ion with the use of rel­e­vant graph­ics and pre­sen­ta­tion. The cash counter is given vis­ual em­pha­sis with spe­cial pen­dant lights, brand metal mo­tif cutouts, ab­stract for­ma­tion of mod­ern pic­ture frames an­chored with one large Vic­to­rian framed mir­ror on a brick im­pres­sion wall ren­der­ing. Col­ored molded stag heads and metal cut stag mo­tifs are used at van­tage points in the store to add to the so­phis­ti­cated in-store brand­ing. The mer­chan­dise trial ar­eas are de­signed in unique set­ting with spe­cial de­signed arm chairs and ‘slid­ing fold­ing’ doors from the same era for the spa­cious trial rooms. All put to­gether, the new con­cept does up­date and create a unique sig­na­ture brand iden­tity and store ex­pe­ri­ence for Allen Solly. The con­cept was well re­ceived by the tar­get seg­ment and saw a spike of 49% in sales within the first 15 days of open­ing en­cour­aged with which the brand plans to open many more across dif­fer­ent cities and mar­kets

The store stands out with its dou­ble height glazed façade which is used ef­fec­tively to mag­nify the brand sig­na­ture, the ‘stag’, with great promi­nence dur­ing the day and night

Col­ored molded stag heads and metal cut stag mo­tifs are used at van­tage points in the store to add to the so­phis­ti­cated in-store brand­ing

Spe­cially pat­terned wall pa­per on the ceil­ing, pat­terned her­ring­bone floor­ing and graphic back­drops for mer­chan­dise pre­sen­ta­tion plays a sig­nif­i­cant role in com­plet­ing the in-store brand ex­pe­ri­ence

The cash counter is given vis­ual em­pha­sis with spe­cial pen­dant lights, brand­ing, ab­stract for­ma­tion of pic­ture frames on a brick im­pres­sion wall ren­der­ing

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