This page contains a Flash digital edition of a book.
Out and About


Escape to India


When popular Indian brand Allen Solly decided to revamp its retail identity, Dalziel and Pow got to grips with the typical Allen Solly customer for inspiration.


Dalziel and Pow have been working with the popular Indian menswear brand Allen Solly, part of Madura Fashion and Lifestyle in India, to design a new retail identity for the brand. Launched in India in 1993, Allen Solly has developed into one of India’s most popular apparel brands. The brief for the project was to redefine


the brand’s position within the Indian market, and to appeal to the customer with a contemporary Indian environment whilst adding a ‘quintessentially British’ twist, all the time maintaining a casual style. In order to develop a store design that would engage with the stores target market, Dalziel and Pow worked with the Allen Solly team to develop customer personas, Andrew and Emma, expressing the core values of these personas within the retail identity. These values were then reflected in the merchandising throughout the store as well as through


communication messages. Daziel and Pow refreshed the logo as well as designing the new store environment and communications. From this platform the team was able to create an environment that was 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 of the store. The store layout presented a real opportunity for Dalziel and Pow to make an impression on potential clients. A double height glazed shopfront meant that the team could attract attention to potential customers from the street. The team used the full height glazing to create a dynamic window with a gradient blue vinyl, and also put the stag motif to the front as a ‘beacon’, which is prominent during the day, and really stands out during the night. “We put the brand’s core values of


freedom and effortless style at the forefront of the design,” explains Glyn Phillips, Regional Director of Dalziel and Pow, India. “The concept comprises a backdrop of painted brickwork, utilitarian loft style merchandising and traditional herringbone flooring, which brings an element of domesticity to the architecture.” The new concept store opened in June on 100ft Road, Indiranagar in Bangalore. There has been extremely positive feedback from the client team and, most importantly, Allen Solly’s customers seem delighted with the new store design.


Contact


Dalziel and Pow T: +44 (0)20 7837 7117 www.dalziel­pow.com


38


www.a1retailmagazine.com


A1


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68