BDI member have been working with Allen Solly, part of Madura Fashion & Lifestyle in India, to design a new retail identity for the brand. Allen Solly was launched in India in 1993 and with its legendary tagline of ‘Friday Dressing’ set the benchmark for dressing India’s young professionals in the early ’90s.
Their brief was to refine the brand’s position within the Indian market, with casual style at its core, and to excite the customer with a contemporary Indian environment whilst adding a ‘quintessentially British’ twist. They refreshed the logo and designed a new store environment and communications.
Initially, they defined Allen Solly’s target customer – their influences, references and aspirations – to create a full perspective of their target audience. From this platform they created an environment and communications that were able to deliver the essence of the brand’s personality, capturing a mix of heritage styling within a contemporary space and creating a strong identity for the store.
Since the new concept store opened in June, there has been extremely positive feedback from the client team and, most importantly, Allen Solly’s customers.
Contact: David Wright, Group Marketing Director, Dalziel + Pow
+44 (0)20 7837 7117,
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