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‡ Brand Allan Solly was launched in 2002
‡ Madura Garments began functioning as subsidiary of
Madura Coats Ltd
‡ Madura garments succeeded in attracting the masses.
‡ First ever nation wide exercise to offer readymade
western wear for woman India.
‡ Madura took risk by trying to extend its exclusively for
men brand ALLEN SOLLY.
‡ Impressive performance during the test marketing.
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‡ Brought the concept of ¶Friday dressing· to woman all over
the country.
‡ Scope of operations and marketing support was what set
ALLEN SOLLY apart from its other competitors.
‡ Recognized the scope as the market was completely in the
hand of unorganized sector and had few branded players.
‡ Many analyst felt that the business did not hold too much
promise.
‡ Madura justified its move citing studies
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As of 2001 - 2002
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‡ Market was totally in the hand of unorganized sector.

‡ Indian women would not be comfortable giving up their

traditional attire.

‡ Extended a successful 9 years old men·s wear brand to the

women·s wear segment.

‡ Issue of inventory.
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‡ Business research an important tool for decision making for

organizations.

‡ Helps in gaining an upper hand over the competitors.

‡ MNCs like McDonalds and Kellogg suffered heavy losses in

their Indian operations due to inadequate business research.

‡ IBM, Tata, Sony spends a huge amount of money studying

various aspects of business importance.
 

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‡ Good move, Allen Solly knew the importance of market
study.

‡ IMRB provided insight about the Indian work culture and

requirements of working women.

‡ Study revealed that ethnic & traditional wear were not

comfortable for women while working.

‡ Understood that international styling western wear were

unsuitable for Indian women.
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‡ Focused on the comfort and styling aspects.

‡ Product was made suiting the needs and body proportions of

Indian women.

‡ Stephen King was recruited to create designs suitable for all

body types that came out from research.

‡ All garments were developed in line with the findings of

market research.

‡ Was able to identify the target customer base .



  



‡ Launched women wear through it·s six exclusive outlets and
through leading retail showrooms.

‡ Stores were made that made shopping experience unique and

pleasant.

‡ Garments were staged in easy to find, fit based category.

‡ 60 Million rupees were spent on advertising.

‡ Fashion shows were organized as a promotional exercise

‡ Appropriate use of print media as well



  



  




‡ Introducing Party wear, college wear, shoes along with office

wear.

‡ Increasing the variety, price range of products.

‡ Showing women of different profiles in the advertisements.

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‡ Arvind Mills - Market leader in Indian denim market, entered
into women's segment in 2003.

‡ Raymond extended its distribution chain to 100 exclusive ¶BE·

outlets in 2003.

‡ Private fashion labels entered the business.

‡ Leading fashion designers such as Ritu Beri and Pooja Mehra

launched there range through exclusive retail outlets.
    
‡ Sample Size : 34

‡ Population : IBS Mumbai, Girls