Allen Solly unveils its new Brand Identity!

Allen Solly has launched its new brand Identity which though rooted in brand's strong Nottingham heritage is very Modern and Contemporary in its expression. Being a brand that has always believed in drawing from the heritage of the past and finding its spirit for the present times, Allen Solly has adopted a contemporary version of the Stag as its new brand mark.

The new mnemonic was first seen in their Coat of Arms. A true testimony to Allen Solly's aristocratic British heritage, the Coat of Arms featured elements such as the Allen Solly Monogram, the Ram and the Stag, elements that represented the culture of the company and its products. The Ram was symbolic of the English wool industry and Allen Solly's place within it while the Stag was representative of the city of Nottingham, wherein lays the brand roots.

The new identity is being represented across all key brand touch points such as Product, Advertising and Communication. The Stag will be integrated into the new retail identity that is currently being implemented in its flagship store at Indiranagar, Bangalore.

Sooraj Bhat, Brand Head ' Allen Solly says, "Allen Solly has always understood the importance of staying ahead of the times and bringing the latest in style and fashion to the Indian Consumer. By launching the New Brand Identity, we are drawing from brand's very strong Nottingham heritage and at the same time will ensure it strengthens the core which is Friday Dressing."

The new Mnemonic has already hit the market in the new Spring Summer 2012 season on product and will soon be visible across advertising and retail signage.

"This identity embodies brand values of Freedom and Effortlessness to the core and over a period of time will become a signature for Allen Solly. We believe this will help strengthen the brand's relationship with the consumer", says Sooraj Bhat.

Allen Solly has drawn up an aggressive brand strategy to consolidate its core of Work Casuals, which incidentally was pioneered by it in early 1990s as "Friday Dressing'. The brand targets young professionals/entrepreneurs who are ahead of the curve, experimentative and believe in looking distinct. The Spring Summer 12 line captures the re-emphasis on Friday Dressing. The Men's line has new fits and has used very superior fabrics in the line. Also, Friday Dressing for Woman has been launched in this season. The consumers have responded favourably and the brand is registering very strong double digit same store growths in its retail.

Allen Solly has always been one of India's most loved apparel brand with its legendary tagline of "Friday Dressing'. Launched in India in 1993, at a time when the market for premium ready-made garments comprised essentially of formalwear that was defined by whites, blues and greys, the brand redefined work-wear through its unique "Friday Dressing' concept. A fashion forward brand, Allen Solly's range of merchandise comprised of bold colours and smart fits and in unusual fabric types that were designed for comfort. This has become the signature for the brand and held it in good stead over time.

Over time Allen Solly has become synonymous with being a brand that has always catered to the free-spirited, a brand that is not afraid to do things differently and stand out in a crowd. It not only challenged the way the nation looked at work-wear, but also was the first to break the monotony of dull colours which was then associated with work.