AV VISIT TO ALLEN SOLLY (SHILLONG)

 Allen Solly

For my fashion basics assignment I chose to give the brand "Allen Soll" a visit . Allen Solly is a reputed Indian clothing brand with outlets in over 50 different countries .The brand pioneered western fashion India as well as introduced and the terms smart fashion and Friday dressing . The brands tag line is "My World My Way".

Allen Solly is a  "DTC" company which sells to "B2C" customers (business to customers).

I went to one of its outlets in Police Bazar in Shillong , the position of the store was on the 3 rd. floor with the washroom on one side and on the other side a Van Husen store.

The entrance to the store.

As I walked in I was greeted by the staff offering their help.

I found out that the store had opened in 2011 ,over the 11 years the recorded that the men's shirts (1799 rupees and above ) and blazers sold the most

The shirts they offer.

While the kids clothing was the least sold and hard to sell, which explains why one of the two window display was totally dedicated to kids wear , they were trying their best to sell them.

CLOTHES THEY SOLD.

:- Denims / Trouser / Kids Apparel / Classic shirts / Formal and Non formal t shirts / Blazers / Tribal collection

ACCESSORIES THEY SOLD.

:-wallets / socks / Masks / Belts / Handkerchief / handkerchief / Anti fog face shield / purses and small bags.

The accessories.

THE STORE

The store had two window display one for the lids and one welcoming the customers with a male and a female mannequin . The first thing I noticed was a pillar with the Allen Solly logo and bellow were clothes , then the on the left was kids and purses while the whole right side was meant for casuals such as shirts , trousers and denim . there were about 6 more stands for the clothes , they had a store room facing the trial room and the other trial room faces the accessories section ,

Their products.

the store used a very minimalistic layout which gave a horizontal vibe to the store , the shelves , desks and the slim vertical beams were the reason for the horizontal feel . The color pallet of the store was white / grey / black and light ocher with the walls were made of either white bricks or grey wood wallpaper was pasted on them. Another thing I noticed was that the trial rooms were bright green color because it were store guidelines according to the manager , I think the reason for this is that bright green is easily seen in the color pallet mentioned above  and gives off a welcoming vibe as if telling me to try something out . 

The store was also decorated with fake plants to lighten the mood and they matched with trial room.

A view of the store.

The shirts were mostly striped and square in design , the visual merchandising strategy they used was color blocking ,where you keep certain colored products next to each other . The colors are mostly complimentary , the point of color blocking id to make the products pop out .

Color blocking .

The store also had their clothes kept in a way that the Allen Solly logo and text was easily seen .

How Allen Solly keeps their Clothes to show the brand name.

They kept the clothes with numbers which fit most people in a more accessible spot than the other numbers for customer comfort , one of the trial room had 2 posters which explained how to navigate through the sizes in denims and trousers in Allen Solly.

INTERNATIONAL STYLES.

Allen Solly has outlets in over 50 different countries.

the competitors of Allen Solly are Raymond /Belmont/Arrow/Levi's .Their integration of cultural and western casual clothes is very famous .

SUSTINABILITY

sustainability is basically good use of products keeping in mind that the recourses are depleting. Though the brand is not the most sustainable it does try to limit its waste produced with new technologies in term of washing their denim jeans and more .

they will pack your clothes in a paper box and a paper bags .

HANDICRAFTS

Allen Solly is not particularly known for its handicrafts but it does have a tribal collection which bridges the gap between the western casual clothes and traditional tribal clothes , bringing the brand closer to its customers in the north east.

Allen Solly has also previously released a handicraft collection to generate awareness for weavers , and help them financially as well.

Allen Solly handicraft

WHAT I THINK THE STORE CAN IMPROVE ON  

• Allen Solly despite being a outstanding brand in most aspects , does lack in some either that or the particular outlet can improve some tings .
• Such as the window display was put together with little to no effort therefor was not attractive 
• The tribal collection should be something that should be available at all times which was not the case when I visited the store .
• The billing area was just 3 tables and a computer which does not give a good impression of the store
• When you enter the store the first thing you see is a pillar decorated with an Allen Solly logo and bellow it is a table with clothes poorly kept on it which gave off a bad impression 
• the brand should try to be more sustainable

CONCLUSION .

In conclusion I would like to say that Allen Solly is a vey dominating and perfect in most way brand which has and will do good for fashion industry in India as well as rest of the world as well , the brand just needs to figure out its weaknesses and try to cut them down . 

Other than that the staff was very polite and also helpful .

The outer look of the store.

THANK YOU.