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Allen SollyThe Digital

Journey

Allen Solly – An OverviewAllen Solly launched in India in 1993.

Traces its origins back to Nottingham,United Kingdom since1744

Introduced ‘FRIDAY DRESSING’ in India in 1995

First Brand to introduce Westernwear for Indian Women Consumer in 2002

Amongst the most salient brands in the country today with Highest Brand Equity Score in its segment* &

Clocking strong growth across formats

Source: * MFL – AC Nielsen Brand Track

Targets Young, First Jobber who leads a fuller life - Modern, Expressive, Multi-Dimensional, Confident,

Fun Loving, Explorer, Experimentative

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Given Our Consumer’s Profile, Presence on Digital

Was An Easy Decision

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Allen Solly kicked off its Digital Journey with Dress Fest Activity.

We had only one line brief for our agency – Engagement

We realised beginning has to be made and learnings and a sharper strategy would eventually follow

And this chart gave us confidence0

5000

10000

15000

20000

25000

1245

6215

1894520853

Fans on the page

+ 400 %

+ 205%

+ 11%

The beginning…..

We Spent Considerable Time Understanding The Medium and User Behaviour

#1 Social web is not about technology, it’s about people

#2 Brands of the future are brands that have customers and fans telling their stories

#3 We need to leverage people’s connections to reach and influence their friends network

#4 Fuel the passion of our evangelists to create an influence engine

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Stemming from these Insights, we have made conversations with consumers the centre of Allen Solly’s digital strategy

Leveraged the medium to create touch and feel surround sound by making the brand persona real through consumer stories

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We articulated our objectives

Create a strong digital ecosystem (Social media, Search, Display, Mobile) for Allen Solly; and gain competitive edge defined as

o Greater Consumer Engagement (Conversations, Co-creation and Virality)

o Fashion Wingmano Superior Consumer and brand understandingo Monetise the initiative

And We put numbers to all of the above – to make it measurable

And our Strategic Approach

Approach Three ‘I’ model

Monetisation through enhanced engagement and loyalty

Income

Greater Consumer Engagement (Conversation, Co-creation and Virality)

Fashion Wingman

Intimacy

Consumer and market understanding – putting the consumer in the center

Insight

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We Also Realised, That ‘Doing’ Is Important on this medium.

No Point in Waiting for the Best Idea, Best Activation, etc

Something That Sounds Interesting and Seems Worth It, GO FOR IT.

And learn from it.

Believed that the digital world is an integral part of our world

- Brand Campaigns- New Retail Identity- New Mnemonic Launch- New Categories Launch – Shoes- Product Launches- Store launches- Store Renovations- EOSS,& Pure Digital Ideas – Solly on Style, Twitter Hoarding

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Our Growth on fans exceeded our expectation

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Engagement % was high

Aligning Activations With The Three ‘I’ Model

Insight

June 2011 - Like it’s a Friday pre-launch surveyNovember 2011 - Like it’s a Friday TVC – conversation analysisDecember 2012 - Hot Fridays post campaign survey

Intimacy

May 2012 - Launch of the Mnemonic with Tag the Stag and Get StaggedMay to December 2012 -Launch of the New retail identity storeOctober 2012 - Twitter hoarding activityOctober 2012 - Hot Fridays campaign and Winter Dress FestDecember 2012 - Launch of the Allen Solly crossover styled shoes

Income

April and November 2012 - Dress FestJuly 2012 – Summer End of Season Sale Facebook offerJanuary 2013 – Winter End of Season Sale Facebook offerApril 2013 – Custom fit trousers Facebook offer

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• Insight – Consumers Want To Dress Well and Trendily. They Want To Seem Pushing The Edge. Know It All.

• But Are Apprehensive, Unsure.

• Look for Advice and A little nudge.

We Decided to Focus Disproportionate Energy on - Fashion

Key Initiatives That Will Drive ‘Fashion’ Objective

• ‘Solly on Style’ Video Series• Blogger Engagement• Friday Styles• Vogue School of Style

Engagement With Bloggers And Influencers

Product reviews on blogs

• Invite influencers to previews, before the collection has been launched and share merchandise with them

• Engage in a dialogue by inviting feedback on products in terms of usage and feedback from peer network , etc.

Twitter & Facebook conversations

• Invite them for the events hosted by Allen Solly to create conversation around

• Offline meet-ups

Online events

• Engage in a dialogue with the influencers by creating occasions online like Twitter interviews and chats

• Influencer videos on style tips and Friday dressing

Engage, Seed and Co-opt

Gratify

Share their content on our

channels via posts and updates.

Share blogposts on our social touchpoints

Merchandise – any new product

innovation

Platinum membership with

Allen Solly Exclusive offers

Solly on Style

Build a property through influencers – build connect with category; leverage their networkDrive the Dress up for Fridays messaging

1. Identify influencers with relevant and wide reach online

2. Shoot short, vibrant video capturing their stories, what they think of Friday dressing. Drive Dress up for Fridays messaging

Share these videos on our social media touch-points, showcasing our connect with real people. Use promoted posts to reach out to a large audience

4. Also, when the influencers share the video on their touch-points, we ride the wave of their networks. As we all together celebrate these stories, the Friday story grows

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‘Solly On Style’ Video Series

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Santu Misra, Street Fashion photographer

Jasmeen Duggal, Owner and Editor, Explosive Fashion

Akshita Jain, Owns a blog called ‘Colorific’

Nikita Bhatia, Owns a blog called ‘The Shopaholic Diaries’

Video series

• Objectiveo Co-opt influencers into the brand

story

• Executiono We conceived a the “Allen Solly

LookBook” as a property for our ColourLab campaign and got colourful professionals and influencers to model

o Offline Clique as face to face meeto By making these influencers into

star, we made THEM our brand ambassadors

• Impact (during the activity)While we got hundreds of conversations going online, reaching lacs of people

• A rich connect with online influencers building a long and intimate relation them

• The LookBook is now set for release and we are looking at creating a bang with it

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The Offline Clique - Conversations

Impact

Through the hundreds of conversations on Facebook and Twitter we were able to also penetrate in to the timelines and newsfeed of the influencers friend networks

Vogue School of Style

From left to right, Vogue editors, Priyanka Khanna, Priyanka Kapadia and Perizaad Khan presenting the key trends of the season, Participants and model at the event

Top Women CRM members invited for an event co hosted with Vogue – Vogue School of Style

Consumers listened to top fashion advisers and went back thanking Allen Solly for the experience

Friday Stylesin association with Elle

Friday Styles - The concept

• To associate Allen Solly with key people from the fashion fraternity thereby pegging brand as a Fashion Adviser

These five girls assisted by the ELLE styling team interpret Allen Solly their way

ELLE and Allen Solly picks 5 girls by virtue of their contribution to fashion

And are photographed under

the hook of their natural environments

to accentuate the concept

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Last Week

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Going Forward - The coverging worlds

Mobile

Retail

Trendin.com

PR

CRM