Dye Your Own Colour
Allen Solly has launched a campaign called Color Colab which allows shoppers to pick any color of their choice from a palette to make a personal statement of their fashion persona.
The unique campaign installation offers around 24 to 30 varied hues for its customers to choose from. Jayant Prasad, Casuals Product Manager, Allen Solly, explains, “DYOC (Dye your own colour) a direct consumer engagement program offers Allen Solly consumers a choice of colour for his Shirts in two variants - Regular Collar and Mandarin collar in one of the 24 colours on display, the choice is extended with choice of fashion colours in men’s Trenims & Women’s Denims”. The one of its kind concept, designed inhouse, helps the brand offer a unique customized solution for customers to don their signature and exclusive style to express their individuality.
The concept is highlighted with a nesting table positioned at the store entrance drawing attention to the offering while floor graphics are used to complement this presentation. 3mm Clear Acrylic Tubes are used to hold rolled-up Coloured Shirts and Denims to give the impression of color cans labelled with Color CoLab stickers. The campaign is communicated on a printed canvas on a table top Easel-like signage holder. Props like Origami colour sheets, a color palette and paint brushes in a mug complement the setting. The window back drop carries the Color CoLab theme in its rear side to complement the rendition of the theme in the store environment. The installation is planned to be retained till mid of January 2013 and then reinstalled from 1st of April, 2013 in a similar concept across 150 stores