Buy now Pay later seems to be the new marketing mantra to tap new customers and Allen Solly too hasjumped into the bandwagon. The brand has introduced an EMI scheme for formal suits and blazers in association with HDFC credit cards on a monthly installment basis. Customers can buy Allen Solly suits and blazers in three installments without any interest. Their move is to attract customers including budding corporates, college students and young techies. In a similar move last year, Levi’s too had introduced a similar scheme for their brand of jeans.
Besides Allen Solly is now entering into the party wear segment. The range of party casuals will include shirts, T-shirts, denims and cotton trousers. Apart from introducing a new line Allen Solly is also on the path to modify its existing products with new value additions and innovations. The brand is working with organic fibers.
Allen Solly is a brand that changed the dressing habits of Indian executives. Launched in 1993, Allen Solly attained a near cult status in a highly competitive readymade market within a short period of time. The brand entered the market with the concept of ‘Friday Dressing’. The idea was not new. Globally there was a marked trend towards relaxed workwear and Allen Solly pioneered that concept in the Indian market. Office wear in colored shirts and khaki trousers became an instant hit. For the first time, Indian consumers were exposed to the idea of relaxed formals.