A mix of traditional & new age media is key for achieving goals: Anil S Kumar, Allen Solly

Kumar, Chief Operating Officer, Allen Solly, talks about the new 'Own Your Shape' campaign, marketing strategies and the brand's advertising mix

by Nafisa Shaheen
Published - Sep 9, 2019 8:56 AM Updated: Sep 9, 2019 9:03 AM
Anil Kumar Allen Solly

Allen Solly, a pioneer brand in casual workwear from Aditya Birla Fashion, recently launched their women’s wear campaign 'Own your Shape'. The campaign is meant to address the size conundrums of women of various shapes who struggle to find the right fit in office or casual attire.

Anil S Kumar, Chief Operating Officer at Allen Solly discusses the ad spends, marketing strategies, campaign insights and the future in the brand's perspective.

Edited excerpts:

How has Allen Solly Woman as a brand grown in the country?

In 2002, Allen Solly became the first Indian brand to introduce western work fashion for women. Redefining workwear for women, our chic and fashionable range has been one of the top western apparel brands which consumers look upto. Today, Allen Solly Woman has expanded beyond the metros and has 200+ points of sale across India. This includes some of the flagship exclusive womenswear presence in key cities. Allen Solly Woman also has a strong presence across leading e-commerce platforms and our brand website.

How does Allen Solly Woman appeal to the evolving market of youth fashion?

Allen Solly Woman was established to appeal to the cool, young fashionable workwear needs of consumers. With the lines blurring between work and otherwise, our women’s range has evolved to provide vibrant, high on style solutions that still has the best fits and fabrics, which provide comfort. With a wide range to choose from – feminine dresses, fitted trousers, and fluid tops, our collection provides the best for varied occasions.

How does the brand plan to capture the womenswear market since the playing field is teeming with many competitors?

Allen Solly womenswear is getting more experimental with colours, innovative fabrics, and stylised silhouettes. We have taken this further and captured this transition not just through our vibrant and fashionable range, but also with one that fits perfect on our Indian consumers.

What is your take on 'body positivity' and inclusivity in fashion? How much profit does Allen Solly expect from the Indian market as the dresses are designed for Indian silhouettes?

One of the biggest issues women face when selecting dresses that they want to wear is finding dresses that fit them just right. This was the consumer demand across the spectrum and we felt the need to talk to the real woman to address the real issues. This evolved into the development of our new range of dresses that complement the unique Indian body shapes. Hence we are confident that our new range of dresses will be an instant hit with the Indian consumers.

What is the objective/vision behind the 'Own your Shape' campaign?

This film is our take on Allen Solly’s dresses which embrace the different body shapes of Indian women. When we spoke to the consumers, there was a need to move beyond the one-size-fits-all standard. We were not just expected to create fashionable dresses but also the ones that fit just right. The woman of today tells us “Fashion is not about perfection. Just give me a good dress that complements my shape”. This is our way of encouraging women to go out and own their shapes.

What is your advertising mix? Do you prefer digital, OOH or television or print?

Media choice is a function of the objective of this specific campaign. Having said that, in this digital world one cannot stay away from the emerging platforms. Hence a suitable mix of the traditional and new age media is important for delivering the campaign goals.

How has the brand leveraged digital media?

Since we talk to the modern age consumers, digital is a very significant part of our customer connect. In a fast-paced digital world, consumers are continuously being bombarded with content. This also challenges brands to think about what and how they are having conversations with their customers. Furthermore, social media platforms have enabled us to reach out with sharper and more relevant communication, thus delivering greater conversion in the awareness to purchase funnel.

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