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