Allen Solly: Customization-Based Differentiation
“This offering for the core segment, which is not a major chunk of a brand’s revenue, could work well as Madura already has a good back-end in place. This will appeal to the fashion-conscious consumer who is willing to wait for the product to be customized.”1
–Kiran Kothekar, Promoter, Vector Consulting Group2
Allen Solly, introduced in the Indian branded apparel market in 1993, was the first in the country to introduce the concept of relaxed formal wear. It became a trend-setter in the formal wear segment. Over the years it brought in innovations in the relaxed formal wear segment like ‘Friday Dressing’, introducing bold colours, etc. The company began to face heat from its competitors as they too started offering relaxed formal wear and experimented with colours. Allen Solly, then identified a shift in trend – men increasingly experimenting with bold colours for their formal wear. However, the stores lacked the range of colours preferred by the customers. To bridge this gap, in 2013, Allen Solly introduced the Colour Lab application. The application enabled customers to design their own shirt or trouser with their choice of colours and pattern and Allen Solly promised to deliver the customized product at the customer’s door-step within 15 days. However, this supply chain-led innovation also needed the company to develop the supporting reverse supply chain to enable the timely delivery of the customized orders. While the industry experts opine that the brand would be able to differentiate itself from its competitors, they express doubts in terms of delivering customer satisfaction, and the feasibility and sustainability of the model for Allen Solly.......................
- 1 Sayantani Kar and Sharleen D’Souza, “Allen Solly Dyeing to Differentiate”, http://www.business-standard.com/article/management/allen-solly-dyeing-to-differentiate-113111901147_1.html, November 19th 2013
- 2 Vector Consulting Group is an organization that specializes in supply chain consulting.