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  Shoppers' (BILL)n Retailing - Allen Solly case study  
     
 
   
Retail Design of Allen Solly
Making the retail and branding relevant to Zap generation (below 30 years) experience
 
Result within 2 years of Shining’s intervention: The brand has tripled in revenue by attracting youngsters without losing any 30+ age shopper.
 
Allen Solly
 
 
Background: Allen Solly retail brand of Madura Garments was perceived as a formal wear brand for the 35+ year-old generation, so it was missing youth flair in the brand, façade and in-store display before 2009. We strategized to make Allen Solly youthful and a casual wear brand that caters to 23 to 28- year-olds.
 
Allen Solly the past
Allen Sollystore before Shining intervention in 2009
 
Our insight finding from the market: The youth are attracted by casual wear as a single point focus and they need great choice.
 
New strategy: To attract youth entry to the brand, we recommended focus on 23-28 years old. To break the monotony of formal wear, we emphasized casual wear followed by others, and segregated the apparel offer to have seven different occasions of wear. This was a big selling point to give variety of choice to shoppers. In addition, the expression of asymmetry as the retail’s tone and manner with frequently changing visual merchandise was highly appreciated by the young generation who viewed this as a great difference of experience in buying apparel.   Allen Solly store
 
Asymmetric concept   Different Occasions
Asymmetric concept   Seven Different Occasions
 
Retail façade: The youthful, dynamic treatment with the color red in the façade gave it a vibrant look. The indication of asymmetry in the brand identity invited the youth to drop in.
 
Retail in-store:
MATERIAL: To create a youthful, contemporary trend experience, we combined different types of noble material and textures.
 
Copper Rubber tube Matte steel
Copper as the principal fixture of visual merchandising Rubber tube for joining Matte steel for bottom of the fixture
 
PLANOGRAM: The planogram was designed to ensure that the different categories differentiate the occasion and pricing, making shopper movement very friendly, and full of choice in merchandise design and wearing occasions. Modular retail fixtures facilitate frequent change in store design, from visual merchandise to the floor, walls and ceiling.
 
Planogram
 
LIGHTING: The focus of the lighting system design is to specifically highlight the merchandise instead of providing flat general lighting, even as the lighting shines out of dramatic copper ceiling vents in an asymmetric way.

AMBIENCE:
Asymmetry dominates the whole retail ambience. It’s visibly identifiable from a distance, and very closely felt when inside the store.
  Ambience
 
AllenSolly today
 
VISUAL MERCHANDISE:
All visual merchandise was designed with a flexible system for easily inter-changeability of the racks.
  Visual merchandise
 
ENGINEERING OF FIXTURES AND VISUAL MERCHANDISE: The highly engineered, flexible visual merchandise using different materials was to bring regular, easy change and outstanding mix and match in the store. Even all the hangers were designed to look asymmetric.
 
Asymmetric fixtures
Asymmetric fixtures
     
Movable racks   In-store display
Movable independent racks with flexible
shelf arrangement design
  In-store display with inventary facility
and space for stop image of the
mechandise
 
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Jacques Vincent Azim Premji Keshub Mahindra Harsh Mariwala   Theodore Smyrniotopoules   N C Venu Gopal   Gunender Kapur
Jacques Vincent
Vice Chairman
& COO, Danone
Azim Premji,
Chairman,
Wipro
Keshub Mahindra
Former Chairman,
Mahindra
Harsh Mariwala
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Marico
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CMO, Delta,
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Gammon India
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TPG Wholesale
 
 
             
Prince Augustin Sooraj Bhatt Rajesh Jejurikar Vineet Taneja   Vineet Agarwal   Gautam Nagwekar   Prahalada Rao
Prince Augustin
Sr. VP, HR
Mahindra
Sooraj Bhatt
Brand Director,
Allen Solly
Rajesh Jejurikar
CEO-T&FM,
Mahindra
Vineet Taneja CEO,
Micromax
  Vineet Agarwal President, Wipro Consumer Care   Late Gautam Nagwekar
Fmr CEO, M&M
  Prahalada Rao
MD, Sssangyong Motors
 
 
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Contact: reneejhala@shiningconsulting.com
Phone: +91 98452 09568
Website: www.shiningconsulting.com
 
 
 
 
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