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Allen Solly The Digital Journey

Allen Solly The Digital Journey. Allen Solly – An Overview. Alle n 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 W esternwear for Indian

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Allen Solly The Digital Journey

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  1. Allen Solly The Digital Journey

  2. Allen Solly – An Overview AllenSolly 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

  3. Given Our Consumer’s Profile, Presence on Digital Was An Easy Decision

  4. Allen Solly kicked off its Digital Journey with Dress Fest Activity.We had only one line brief for our agency – EngagementWe realised beginning has to be made and learnings and a sharper strategy would eventually followAnd this chart gave us confidence The beginning…..

  5. We Spent Considerable Time Understanding The Medium and User Behaviour

  6. We articulated our objectives • Create a strong digital ecosystem (Social media, Search, Display, Mobile) for Allen Solly; and gain competitive edge defined as • Greater Consumer Engagement (Conversations, Co-creation and Virality) • Fashion Wingman • Superior Consumer and brand understanding • Monetise the initiative • And We put numbers to all of the above – to make it measurable

  7. And our Strategic Approach Approach Three ‘I’ model

  8. We Also Realised, That ‘Doing’ Is Important on this medium.No Point in Waiting for the Best Idea, Best Activation, etcSomething That Sounds Interesting and Seems Worth It, GO FOR IT.And learn from it.

  9. 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

  10. Our Growth on fans exceeded our expectation

  11. Engagement % was high

  12. Aligning Activations With The Three ‘I’ Model

  13. 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.

  14. Key Initiatives That Will Drive ‘Fashion’ Objective • ‘Solly on Style’ Video Series • Blogger Engagement • Friday Styles • Vogue School of Style

  15. Engagement With Bloggers And Influencers Engage, Seed and Co-opt Gratify

  16. Solly on Style Build a property through influencers – build connect with category; leverage their network Drive the Dress up for Fridays messaging

  17. ‘Solly On Style’ Video Series Santu Misra, Street Fashion photographer JasmeenDuggal, Owner and Editor, Explosive Fashion Video series Nikita Bhatia, Owns a blog called ‘The Shopaholic Diaries’ Akshita Jain, Owns a blog called ‘Colorific’

  18. Objective • Co-opt influencers into the brand story • Execution • We conceived a the “Allen SollyLookBook” as a property for our ColourLab campaign and got colourful professionals and influencers to model • Offline Clique as face to face meet • 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

  19. 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

  20. 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, PriyankaKhanna, PriyankaKapadia and Perizaad Khan presenting the key trends of the season, Participants and model at the event

  21. Friday Stylesin association with Elle

  22. Friday Styles - The concept • To associate Allen Solly with key people from the fashion fraternity thereby pegging brand as a Fashion Adviser And are photographed under the hook of their natural environments to accentuate the concept ELLE and Allen Sollypicks 5 girls by virtue of their contribution to fashion These five girls assisted by the ELLE styling team interpret Allen Solly their way

  23. Last Week

  24. Going Forward - The coverging worlds CRM Retail Trendin.com PR Mobile

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