Allen Solly, the well known fashion retailer in India recently decided to update their retail image and looked to the very long history of the company with roots in England, to draw upon key values to support future growth.
So what was the visual marketing strategy for the store front and the interiors?
States, Mr S. Anuraag, Allen Solly’s Head of Visual Marketing, “For the store front, we wanted to launch the Allen Solly new logo -the Stag. In the year 1744, Allen Solly had its humble beginnings in the city of Nottingham, United Kingdom. It was recognised by its distinct coat of arms, which was flanked by a ram and a stag - the ram symbolising the wool industry and the stag, the city of Nottingham. So, we clearly wanted the Stag to be the highlight of the facade so that no passerby could possibly miss it. Moreover, we wanted a neat facade where there is some amount of interest left on the passer-by to peep inside the store, thus we use the 3M™ Scotchcal™ Clearview™ optically clear film on the double-heighted store front.”
Consulting closely with the 3M Commercial Graphics team in Bangalore, the Allen Solly team reviewed various different material choices across a range of signage and glazing treatment options.
Finally, the idea of digitally inkjet printing on the new long term durable, optically clear self-adhesive film, ‘Clearview’ was agreed upon. Tests were undertaken through a local 3M graphic converter partner and the first site at Indranagar was soon complete.
Mr Anuraag, continues, “Allen Solly is tracing back its roots. The new brand identity seeks inspiration from the past to carve a new trail into the future. It is where old meets new to create something that will stand the test of time. This was the direct belief and that’s what we have been able to crack in-store.”