Allen Solly - Entering the Indian Women's Western Wear Market
"Women have too many different kinds of clothing. They want exclusive outfits and would not buy mass produced garments. They just want the look and do not care about the label. It is too risky. It is a headache. It just would not work. " - Excerpt from a news article on www.Bharat'I'extile.com, January 11, 2002.

"We feel there is a definite potential to expand the market by offering a range of western women's wear, properly styled and cut according to body types, under the Allen Solly brand name. That will complete the whole lifestyle package - we will have both Allen Solly Men's and Women's wear, and have a strong retail line-up for both. " - Vikram Rao, Director, Indian Rayon, in October 2002.

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WOOING INDIAN WOMEN
In September 200, leading Indian apparel company, Madura Garments (.Madura, Refer Exhibi t I for a brief profile of the company) launched a line of ready made women's western wear under the brand name 'Allen Solly Women's Wear' The launch was backed by advertisements in the national print and outdoor media. The move attracted attention for two reasons. First, this was the first-ever nationwide exercise by any company to offer readymade Western wear for women in India on this large a scale. Second, Madura seemed to have taken a risk by trying to extend its hitherto 'exclusively for men' brand, Allen Solly, to the women's segment.· ,

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The nationwide launch was undertaken following the brand's impressive performance during the test-marketing phase in the city of Bangalore (Karnataka) in December 2001. Through Allen Solly Women's Wear, Madura formally extended the concept of Friday Dressing' to women all over the country. The scope of operations and marketing support was what set Allen Solly apart from the earlier entrants in the branded women's wear