Allen Solly, India’s favorite apparel brand is most popular for its `Friday Dressing’. The brand’s core USP had and continues to ride on the spirit of Friday Dressing. Going forward, the brand’s core positioning will emphasise on the spirit of being smart and casual and break free from conventional norms of dressing. Allen Solly’s new positiong `Every Day is Friday’ will celebrate the spirit of unconventional dressing at the workplace.
Allen Solly’s vision of lightening the workplace by breaking free from the traditional, dull world business dressing. It replaced the grey’s and whites with vibrant dash of colours to its formal wearlines has now become the signature of Allen Solly dressing.
Allen Solly is the most dominant player in the casual dressing category worldwide. In India, Allen Solly changed the traditional consumer’s mindset when it came to men’s dressingway back in 1993. Research conducted recently has shown amazing facts that the concept of Friday dressing with its consumers has got emotionally deep down with its target audience. Consumers are coming back and asking for more of Friday Dressing concepts for their ensembles 7 days a week. The connect just kept getting deeper and richer with Friday Dressing of Allen Solly.
Allen Solly has earned a special position in its consumers mind space who wanted to break free from the `regular’ or `conventional’ dressing. Allen Solly has brought charm to the formal wear market by breaking the norms of workplace dressing by adding vibrant dashes of colour, lines and silhouettes to its collection style thereby appealing to the experimentative young professionals.
In order to re-establish its core position with the spirit of Friday Dressing, the brand has come up with a marketing strategy that will excite its target audience that will create excitement, fun packed, young and happy atmosphere at the work place. It has launched a new TVC with the theme `Happy Office’.
The TVC is all about brightening the workplace and staying comfortable while you’re at it. The `Happy Office’ TVC from Allen Solly introduces the concept of Friday Dressing in a more holistic manner for today’s generation who would like to be themselves and enjoy every aspect of their life. Happy Office TVC is young, happy, chirpy and creates a sense of freedom and happiness around you.
Allen Solly creates a new wave that will spread the spirit of Friday Dressing every day in your life!
