Allen Solly
The Digital
Journey
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Allen Solly – An Overview
Allen 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
Targets Young, First Jobber who leads a fuller life - Modern,
Expressive, Multi-Dimensional, Confident,
Fun Loving, Explorer, Experimentative
Source: * MFL – AC Nielsen Brand Track
Given Our Consumer’s Profile,
Presence on Digital
Was An Easy Decision
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The beginning…..
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
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And this chart gave us confidence
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Fans on the page
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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
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 Wingman
o Superior Consumer and brand understanding
o Monetise the initiative
And We put numbers to all of the above – to make it measurable
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And our Strategic Approach
Insight
Approach
Three ‘I’ model
Consumer
and market
understandi
ng – putting
the
consumer in
the center
Intimacy
Greater
Consumer
Engagement
(Conversati
on, Cocreation
and Virality)
Fashion
Wingman
Income
Monetisatio
n through
enhanced
engagement
and loyalty
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.
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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
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Aligning Activations With The Three ‘I’ Model
Insight
June 2011 - Like it’s a Friday prelaunch survey
Intimacy
November 2011 - Like it’s a Friday May 2012 - Launch of the
Mnemonic with Tag the Stag and
TVC – conversation analysis
Get Stagged
December 2012 - Hot Fridays
May to December 2012 -Launch
post campaign survey
of the New retail identity store
October 2012 - Twitter hoarding
activity
October 2012 - Hot Fridays
campaign and Winter Dress Fest
December 2012 - Launch of the
Allen Solly crossover styled shoes
Income
April and November 2012 - Dress
Fest
July 2012 – Summer End of
Season Sale Facebook offer
January 2013 – Winter End of
Season Sale Facebook offer
April 2013 – Custom fit trousers
Facebook offer
We Decided to Focus Disproportionate Energy on Fashion
• 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.
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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
Engage, Seed and Co-opt
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
Online events
• Invite them for the events
hosted by Allen Solly to create
conversation around
• Offline meet-ups
• Engage in a dialogue with the
influencers by creating
occasions online like Twitter
interviews and chats
• Influencer videos on style tips
and Friday dressing
Gratify
Share their
content on
our
channels via
posts and
updates.
Share
blogposts on
our social
touchpoints
Merchandis
e – 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 network
Drive 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
‘Solly On Style’ Video Series
Santu Misra, Street Fashion
photographer
Jasmeen Duggal, Owner and Editor,
Explosive Fashion
Video
series
Nikita Bhatia, Owns a blog called ‘The
Shopaholic Diaries’
Akshita Jain, Owns a blog called
‘Colorific’
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•
Objective
o Co-opt influencers into the brand
story
•
Execution
o 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 meet
o 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
•
•
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
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Vogue School of Style
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
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
Friday Styles
in 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
ELLE and Allen
Solly picks 5 girls
by virtue of their
contribution to
fashion
These five girls
assisted by the
ELLE styling
team interpret
Allen Solly their
way
And are
photographed under
the hook of their
natural environments
to accentuate the
concept
Last Week
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Going Forward - The coverging worlds
CRM
Retail
Trendin.com
PR
Mobile
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