Top Story


Home >> Marketing >> Article

Allen Solly redefines work wear with 'Alternative Work Zone'

Font Size   16
Allen Solly redefines work wear with 'Alternative Work Zone'

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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Jyoti Deshpande to head RIL’s media and entertainment business as President of the Chairman’s Office

In a market that is dominated by giants like Mercedes, Volvo and Mitsubishi, Tata Motors is using VR to deliver a compelling sales pitch