Please send your request on in.linkedin.com/in/mayankdixitt to get this presentation ....thanks!

1. Louis Philippe
Van Heusen
Allen Solly
Peter England
People
Planet fashion
The collective
Esprit
Mayank Dixit

2. • A US $35 billion corporation.
• 133,000 employees, belonging to 42 different
nationalities.
• The Group has been ranked Number 4 in the
Global 'Top Companies for Leaders' survey. and
ranked Number 1 in Asia Pacific for 2011.
• Over 60 per cent of its revenues flow from its
overseas operations.
• The Group operates in 36 countries.

3. Global India
 The world's largest aluminum  A top fashion (branded apparel)
rolling company and lifestyle player
 No.1 in viscose staple fiber  The second-largest producer
 Biggest producer of primary of viscose filament yarn
aluminum in Asia  The largest producer in the
 Among the top 10 cement choler-alkali sector
producers globally  Among the top three mobile
 The No.1 producer of carbon telephony companies
black in the world  A leading player in life
 Fourth-largest producer of insurance and asset management
insulators in the world  Among the top two
 Fifth-largest producer of acrylic supermarket chains in the retail
fiber in the world business
 Among the best energy efficient  Among the top
fertilizer plant 10 BPO companies

4. @ brand which has revolutionized India's
readymade apparel and retail market…

5. @ name that is synonymous with
panache and modernity…

6. @ brand that personify style, attitude,
luxury and comfort…

7. Milestone
Acquisitions
of world Allen Solly Louis Philippe
rights over launched in launched in
Peter England India India
2000 1993 1989
2001 1997 1990
- Planet Fashion Peter England Van Heusun
launched launched in launched in
- Launch of Allen India India
Solly Women
- Aditya Birla
Group acquires
Madura

8. Milestone
-Peter England
Van Heusun launches Elite Esprit
India Men’s - Louis Philippe launched in
Week launches LP India
2009 2007 2005
2011 2008 2006
- Van Heusun Women -Louis Philippe -Van Heusun
announces Nargis Fakri Launches Women
as Brand Ambassador Luxure launched
-Van Heusun Sports - Launched The - V Dot
Launched Collective launched
- Louis Philippe Cup,
India’s top professional
Golfers Cup

9. The Brand
Brand: Louis Philippe(brand Louis Philippe took birth in
United Kingdom in 1965), the $100-million super-
premium menswear brand from Aditya Birla Group ,
has diversified into men's formal, semi formal, luxury
wear.
Heritage: Louis Philippe draws its inspiration from the
era of King Louis Philippe of France known as the
Citizen King for his generosity of spirit and his
appreciation of the arts.
Sub brands:
LP - The sports face of Louis Philippe
Luxure - Louis Philippe’s passion for sophistication is
seen through its luxury brand `Luxure’.

10. Target Group
• Geographic- Metros, Key Urban Metros
• Demographics- 1. Louis Philippe- Male 25-45 years, 2.
LP- Male 16-29 years
• Socio-Economic- 1. Louis Philippe- Young to middle age
level Executives who are ‘achievers in life’ 2. LP- the
brand targets the younger ones who are on their ‘way
to success’.
• Behavior- Usage pattern 1. Louis Philippe- Formal
work wear 2. LP- Sports & Casual wear
• Needs- 1. Louis Philippe- elegance, class, status, and a
lifestyle that is distinctly majestic and opulent. 2. LP-
cool, spirited and driven by a superior level passion.
• Brand Positioning-1. Louis Philippe- It is a mélange of
comfort, perfection and elegance. 2. LP- Louis Philippe
is for those who desire to make a mark in this world
and yet, wouldn't compromise on either the fun or the
values en route.
• Our Solution:

11. The Brand
Brand: A premium lifestyle brand, Van Heusen
assiduously follows the company mandate; fashion
for the corporate world, diversified into men's
formal, semi formal, sports, club wear & women’s
formal & casual wears.
Heritage: Moses Phillips begins selling hand sewn
shirts from a small wooden handcart, laid down the
foundation of brand Van Heusen.
Sub brands:
Van Heusen Woman - The line captures Women many
facets, and offers her a classy, fashionable
wardrobe.
V Dot - Its inspired by the Club Bling, glamour and
music.

12. Target Group
• Geographic- Metros, Key Urban Metros
• Demographics- 1. Van Heusun- Male 25-45 years, 2. Van
Heusun Female– 25-35 years 3.V Dot- Male 18-34 years
• Socio-Economic- 1. Van Heusun- Successful, sophisticated,
erudite, multi-faceted working professional, 2. Van Heusun
Female– One who is dynamic, well-educated, ambitious and
intelligent. 3.V Dot- One who had disposable income and
the attitude to go with it.
• Behavior- Usage pattern 1. Van Heusun- Formal work wear,
2. Van Heusun Female– Formal & Casual wear 3.V Dot- Club
wear
• Needs- 1. Van Heusun- Elegance and style are not just fads,
but a philosophy., 2. Van Heusun Female– She lives life on
her own terms, and is poised and feminine. 3.V Dot- Edgy,
not reckless, fashionable, not flippant, youthful, not
juvenile.
• Brand Positioning- Now positions itself as a lifestyle cum
corporate wear brand offering apparels for all occasions, be
they formal or casual.
• Our Solution:

13. The Brand
Brand: It is one of India's most popular, vibrant, upbeat
work wear and easily recognised brands in the
branded premium apparel segment. Allen Solly’s
recall with Friday Dressing is clearly the strongest.
Heritage: Brand Allen Solly, part of William Hollins &
Co. Ltd, was born in 1744 (UK). The philosophy of
the brand is to deliver something unconventional
and out of ordinary.
Sub brands:
Kids Wear Special Collection - Allen Solly Kids Wear
Special Collection is designed especially for the
funky, uber-cool, stylish kids.

14. Target Group
• Geographic- Metros, Key Urban Metros
• Demographics- Male/Female 22-40 years
• Socio-Economic-.Young professionals/entrepreneurs
who are ahead of the curve, open to experiments and
believe in looking distinct.
• Behavior- Usage pattern- Work/Sports/Casual Wear
• Needs- upbeat, relaxed effortless, vibrant, colorful and
stylish
• Brand Positioning- The brand’s core positioning will
broaden the meaning of Fridays by emphasizing its
spirit defined as upbeat, relaxed and effortless
without ever losing sight of the target. It advocates
the need to “lighten up the workplace”.
• Our Solution:

15. The Brand
Brand: Peter England is universally accepted amongst its
millions of consumers for its standardized fits, superior
quality, wide range and 'fashion-right' styles in its
segment (mid price).
Heritage: Peter England etched its beginnings in the
Ireland, in the summer of 1885. The brand's debut was
inspired by the midst of conflicts and the shadow of
the Great War was looming over the United Kingdom
(the British war ministry placed an order with Peter
England to outfit the troops being sent to fight in the
Boer War).
Sub brands:
Peter England Elite – It offers a premium and
internationally styled collection inspiration from
European designs while blending them with the Indian
sensibilities.

16. Target Group
• Geographic- Metros, Key Urban Metros, ROUI
• Demographics- Male 20-32 years
• Socio-Economic- Sec B+, B mid-priced value for money
range, and its for young men in the early years of their
career/young office-goers and dynamic entrepreneurs, high
on ambition, attitude and spirit.
• Behavior- Usage pattern Formal work wear, Weekend Casual
wear
• Needs- The Peter England Elite consumer has an assured
sense of self confidence and works with ease and success
despite the fact that he is unassuming and unpretentious.
He believes in himself and is proud to be who he is.
• Brand Positioning- Beginning of good things is the tagline
and pictured as a honest brand image.
• Our Solution:

17. The Brand
Brand: People a fashionwear brand offering international
and fusion styles to the family at an affordable price.
Originally part of the popular Peter England brand, it
broke away to develop its own distinct identity in
2009.
Brand Ideology: People was born of a fashion idea where
classic styles meet and complement a modern global
outlook, transcending the cultural divide between
east and west. Highly inspired by global colours,
customs, and celebrations, the People range is
practical, affordable, and trendy, without being
confined to fashion diktats.

18. Target Group
• Geographic- Metros
• Demographics- 18-32 years Men/Women
• Socio-Economic- practical, and trendy, without being
confined to fashion diktats
• Behavior- Casual & Sports Wear
• Needs- Express individuality, create own look by
exploring various possibilities, and of not blindly
conforming to trends
• Brand Positioning- It is not about cutting edge, but
about being secure, confident and relaxed with friends
and family.
• Our Solution:

19. The Brand
Brand: The Collective’ is a super-premium lifestyle
retail chain, a first of its kind retail concept, the
brand has seen a host of international apparel and
accessory brands made a foray into the country for
the first time.
Brand Ideology: The Collective continually provides
product and service excellence that would help
educate, update and shape the wardrobe of the
urban Indian.
Brand Offering : Armani Collezioni, Polo Ralph Lauren,
D&G, Hackett, Fred Perry, Hermes, Mont Blanc,
Puma Black Label, Church’s shoe, Momo Design,
DVF, Rock and Republic, True Religion, Alice + Olivia,
Lulu Guinness, Rohit Gandhi and Rahul Khanna.

20. Target Group
• Geographic- Metros (Delhi, Mumbai, Bengaluru & Pune)
• Demographics- Age group of 25-34 accounts for 52%. Age group
between 35-44 accounts for the next 20% and the small 14% is
in the age group of 45-50 years. So, the core TG is in the age
group of 24-35 years who is an Entrepreneur or an Industrialist.
• Socio-Economic- 59% customers are entrepreneurs, industrialist
and a SME kind of a profile. 29% is corporate and 11% is IT’s and
BPO and the balance is the small other components.
• Product- Apparel, Accessories, Made-to-measure, Product care
services and Lifestyle services.
• Behavior- Formal to Semi Formal to Casual to Denim to Active
• Needs- Express individuality, create own look by exploring
various possibilities, and of not blindly conforming to trends.
• Brand Positioning- The Collective is positioned as the
aspirational brand for the discerning Indian.
• Tagline- Expect the Unexpected
• Our Solution:

21. Group Competitors
Formal Wear
Sports/Club
Wear

22. Brand Study – Allen Solly

23. When everyone wore Grey,
Yellow
They gave them,

24. They wore Yellow, and they
gave them HAWAIIAN

25. When they wore HAWAIIAN ,
They gave them Uncrushables

26. When they loved there Men’s
Wear

27. They gave them Women's
wear

28. When they wore it to Work,
Allen Solly wore it on the
RAMP

29. When the show
was over

30. They gave Prodigy to the
world

31. And changed it all with
YOUTH

32. Friday Dressing

33. I Hate ugly

34. MY WORLD. MY WAY.

35. MY WORLD. MY WAY.

36. MY WORLD. MY WAY.

37. Everyday
Superpowers

38. I Hate Yesterday

40. Why So Serious
#No Campaign has been launched yet on these lines..

41. TVC
Allen Solly came out with a TV
Commercial for the first time in India
last year- Friday Dressing campaign
“Adios Stressing, Hello Friday
Dressing”.
The new commercial broke
ground in apparel advertising
space, the tone was candid and
the music was rendered through A
Cappella form of music (where all
the instrumentation is done by
human vocal chords and the music
is composed entirely by human
voices).
http://www.youtube.com/watch?v=3O_OIZPLs5s&feature=plcp

42. Marketing Campaigns
• Allen Solly known for its path-breaking and aspirational advertising
campaigns.
• Allen Solly has always wowed the consumers by releasing advertising
campaigns that are stylish, differentiated (communicating the
unconventionality quotient), unisex and completely lifestyle-driven.
• The brand’s core positioning will broaden the meaning of Fridays by
emphasizing on its spirit defined as Upbeat, Relaxed and Effortless
without ever losing sight of the target.
• All the campaigns advocate the need to Lighten-Up the Workplace.

43. Innovative OOH- Bengaluru Store Launch

44. Allen Solly- New Brand Identity & Logo

45. Allen Solly.
From Friday Dressing to
now.
Always Ahead. Always
Unexpected.

46. Thank You !