When it comes to breaking norms, Allen Solly does so with élan. Whether it is wearing a denim shirt in the boardroom or wearing a red shirt to work, Allen Solly has maintained its first-past-the-post status. But this time Madura Garments, owners of the brand, has tried to redefine the definition of 'work' itself with its new range "Alternative Work Zone".
With this range, the brand has recognised comfortable work wear for those who have chosen to trek unconventional careers. It is targeted at those who have gone from having a boss to being an entrepreneur, like sports managers, fashion editors, spa lounge owners, accessory designers, travel show hosts, etc. The Spring Summer Alternate Work Zone range is marked by sharper cuts, softer washes and neater lines.
The all-new advertising campaign has been developed by O&M. Sharing with exchange4media the marketing mix for the new range, Vishal Mirchandani, Brand Head-Allen Solly, said, "Besides employing the traditional mix of newspapers, magazines and outdoors, we are also involving internet in our plan of action. The range is basically targeted at the 25-35 age group and visibility through new media is pertinent."
Madura Garments is also strengthening the retailing for the brand. It recently added to the 15 Allen Solly stand-alone retail outlets across the country with a new one at Pune. The speciality of the newest addition is its state of the art identity created in collaboration with a Hong Kong based company. The next such retail outlet will be in set up Delhi on April 20.
Our typical marketing budget is usually 10 per cent of the topline spend