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March 30, 2011

To
Tapos Kumar Roy
Lecturer
University of Liberal Art¶s Bangladesh

Sub: $""!'""$

Sir

We the undersigned students were assigned to solve a Case study on ALLEN SOLLY ±
ENTERING THE INDIAN WOMEN¶S WESTERN WEAR MARKET ALLEN
SOLLY ± ENTERING THE INDIAN WOMEN¶S WESTERN WEAR MARKET
We have solved this Case study. In solving this case study we have followed your guidelines. As
per your direction, we have added a lot of information from the mentioned topic. From this case
study we have achieved a lot of basic knowledge and we think ourselves that it will help us a lot
in our future career.

We sincerely hope this case study will fulfill the requirements suggested by you under the course
("%%'". We hope it will be accepted by you.

If you have any question after reading this report, let us know.

Sincerely yours.
 Khalid Bin Reza
 Nazmul Huda
 Osman Ibn Zahir
 Basnat Ahamed
 Asma Islam
 

)*+" +''

Indian women generally wear traditional ethnics. However with the Indian society becoming
more and more liberal a need arose for attire that was more work friendly then saree. Salwar
Kameez was an alternative but it had to tailor as per individual¶s requirements. Indian society
was becoming westernized as per lifestyles, educations and vocation in urban areas. With the
cultural changes in India, western wear for women had a potential. Women and kids¶ market was
yet to be explored fully. Indian League entered the women¶s wear market followed by
Raymond¶s Madura garment followed by introducing Allen Solly into the Women¶s wear
segment. This was introduced nationwide with aggressive campaigning and advertising.

The response was positive but apprehensions whether the move of Madura to extend from men
to women wear segment was the right one or not continue to remain.

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The Indian apparel industry was dominated by the unorganized sector, with market share of over
97%. The industry was divided into two segments, ready-to-wear and tailor-made. The industry
was also divided on demographic (men, women and kids) and geographic (each state having its
own dressing style) parameters. Over the decades, the developments in men's and women's wear
segments showed markedly different trends. While traditionally Indian men preferred to get their
clothes stitched by their trusted tailors, by the early-1990s, ready-to-wear clothes had become
extremely popular. However, and most Indian women traditionally wore sarees and other ethnic
wear.

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Madura decide to launch women¶s western wear because:-

˜ Market was totally in the hands of unorganized players and few branded players. The
women¶s wear industry was estimated to be around 161 billion with a growth rate of
9%of which the women¶s western wear market was estimate to be growing at around
15% to 20% per annum.
˜ In 1990s the Indian Economy showed clear trends of westernization in lifestyles,
education and vocation in terms of lifestyle education or vocation.
˜ Besides the emergence of products such as ready to serve food, fast food joints, take
away meals, branded jeweler and branded sarees/salwar suits was a direct result of above
developments. Besides there was development of western wear for women in the
corporate world. By extending the brand from men to women the company saved a lot of
time and money.
˜ Taking cue from Scullers Woman and Be, Madura entered the women¶s segment. To
make the product suit body types Stephen King a renowned UK based designer was
recruited. All garments were designed in line with the findings of market research .The
range was available in bright as well as pastel shades.
˜ The reason why national brands of ³men wear ³started venturing into national level was
because men¶s segment had become intense and becoming saturated and the future
growth was projected in women¶s and kids wear. Besides there was a discovery that
women purchased Allen Solly¶s men¶s trousers in 26 and 28 inch waist line size.

The companies hesitated to venture into the women¶s garment sector because women wore too
many exclusive clothing¶s and not mass produced garments. This sector was viewed as risky and
a headache. Besides western wear had remained limited only to teenage girls and after marriage
women in India were expected to wear sarees and other traditional ethnic wear.

There were some cultural and social changes which lead to the launch of Allen Solly Women¶s
wear .Indian women had an income of 8000 and above and those between 22-40 years of age
wore western outfits once or twice a week. The society was becoming more and more liberal and
the number of working women increased. There was a growing need for a more work friendly
attire than the saree. Although saree were a one size fit all and bought readymade but salwar
kameez which was becoming popular needed to be tailored as per individual¶s requirement.
Western corporate wear was a necessary outfit which suited the ³working woman´.

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Product development is to improve the present product or develop a new product for a current
market by improving style, performance and comfort. The aim is to gain higher sales among its
present market.

Madura conducted a market study on the Indian work culture & the requirements of women
regarding western readymade. The study revealed that though Indian women loved ethnic clothes
they were not comfortable in them while working. Factors such as increased no. of women in the
workplace & challenging jobs that require a lot of travelling indicated a growing need for
western wear. The study also revealed that though western wear available in the market, there
styling was unsuitable for Indian women. Keeping these findings in mind the company focused
primarily on ±the comfort & styling aspects of its brand.

According to IMRB the body types of Indian women can divided into 4 broad categories-

1. Comfort- for a body small on top and wider on hips.

2. Straight- equal on top, waist and hips;
3. Trim- equal on top and bottom with narrow waist & hips;
4. Regular- wide shouldered and narrows at waist and hips.

In order a unique & modern styling the co. recruited Stephen King, a renowned U.K. designer to
create designs for all 4 body types. To cater to the requirements of women whom were on the
heavier side the co. offered trousers in waist size as high as 36 inches. The co. also planned to
launch a 38 inch trouser in future. Allen Solly also offered woven and mitten tops& jackets in
cottons & new fabrics like polyposis, liratinsel, rayon blends& soft acrylic.

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Retailing includes all the activities involved in selling goods and services directing to final
consumers for personal, non-business use.

One month after its launch, Allen Solly established 6 exclusive outlets. They also planned to
retail the range through leading showrooms across the country like Pantaloons, Shoppers Stop,
and Westside etc. Special attention was paid to the designing of exclusive showrooms keeping in
mind the target customers. The stores were planned in a way that made the shopping experience
a unique and pleasant one. Garments were stacked in easy to find fit based categories making it
easier for customer to locate garments of required size. All the stores were given contemporary
look with radiant steel, pleasant whites, & Belgian glass providing a bright & open ambience.

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Allen Solly targeted self- assured office going women aging between 22-40yrs. Who wore
western outfits once or twice a week and had an income of Rs. 8000 & above per month. They
also targeted those women who come under salwar-kameez category.

Madura decided to go in for aggressive campaigning and invested 60% of its investment on
advertising. The promotional exercise included fashion shows organized by the companies which
displayed the entire range. The company made extensive use of mailers to reach targeted
customers. They planned to promote the brand through outdoor advertising and print campaigns.
The campaigns focused in the work-place success of the women. Leading magazines and other
publications that were read by women from the target segment carried the print ads, while
billboards and hoardings were extensively used at prime locations in all the cities the range was
launched in.

The marketing of readymade apparel of men differs from that of marketing readymade apparel of
women. In developing countries like India, since the per capita income is low as compared to the
developed countries consumers go for value for money. They are always eager to try those
designs which are already accepted in the developed countries. Women in developing countries
are kind of reserved, but they are always ready to try designer apparels and party wears. So the
marketer must invest heavily on advertisements and take initiatives to attract women by coming
up with new offers which will drive them to purchase the product.

In case of developed countries, men and women are more extroverts. They are always ready to
try new designs. The marketer need not invest heavily on advertisements but should emphasize
on other promotional activities like conducting a fashion show. While marketing there are certain
factors which are applicable to men but not to women like machismo.

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I do not think the move would erode Allen Solly¶s brand equity .Men were pleased with the
company¶s decision of the company to enter the women¶s segment according to market survey.
Visuals of an advertisement showed a man welcoming a woman into the ³Allen Solly family´.

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Allen Solly would grow as planned despite the competition from prominent brands. Market
research said that ethnic wear among Indian women was unsuitable while working and western
wear was a good alternative; by plunging into the segment Madura did the right thing.

As a part of marketing strategy, the product should be of low price and it should know everyone,
even middle class. Besides Marketing strategy would include Product, Price, Place and
Promotion.

The products had already been introduced to the Indian women. For the international styling a
renowned UK based designer Stephen King had been recruited and the company was focusing on
the comfort and styling that suited the Indian women¶s body needs.

The price was in a wide range to mix and match. For example the knitted range was priced
between 499 to 999 and trousers were priced between 799 and 1099.

Madura had announced the launch of Allen Solly nationwide with six outlets in prominent
metropolitan cities. As a part of strategy team I would attempt to increase the number based on
customer response. Also these would be designed by well-known architects to attract customers
as done to already built outlets.

The target segment as of now was the young woman between 22 to 40 years and income of
above 8000.Gradually an attempt would be made to extend the segment to kids and women
above 40 (between 40 to 50) and also to target lower income groups.

Advertising had already been allocated 60 million and research was on with an allocation of 40
million.

Madura had planned to promote the brand by outdoor advertising and print campaigning.
Leading magazines and other publications carried the print advertisements. Media coverage had
given recognition to the ³comfort fit trousers´.


* +
Indian women generally wear traditional ethnics. However with the Indian society becoming
more and more liberal a need arose for attire that was more work friendly then saree. Salwar
Kameez was an alternative but it had to tailor as per individual¶s requirements. Indian society
was becoming westernized as per lifestyles, educations and vocation in urban areas. With the
cultural changes in India, western wear for women had a potential. Women and kids¶ market was
yet to be explored fully. Indian League entered the women¶s wear market followed by
Raymond¶s Madura garment followed by introducing Allen Solly into the Women¶s wear
segment. This was introduced nationwide with aggressive campaigning and advertising. The
response was positive but apprehensions whether the move of Madura to extend from men to
women wear segment was the right one or not continue to remain.

, +

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