Apparel brand Allen Solly today introduced the concept of involving customers to create their own choice of colour at its store, calling it the ‘product-cum-process innovation’.
Introduced for the first time in the country, by getting into the Allen Solly’s smart application, customers can now pick a base colour and try various combinations from its ‘colour wheel’, embedded with 670 combinations.
After zeroing in on the customised colour, the apparel will be delivered to the brand’s store within 15 days. If a customer is looking for an immediate weekend wear, it has made available 36 customised and pre-selected colours at its store, to be delivered within four days. However, customers have to shell out up to 20 per cent more for the premium service.
Revealing this in Hyderabad, Sooraj Bhat, brand-head, said: “The idea is to make customer to co-create the colour of the apparel.” Allen Solly plans to take forward the experience of this model to launch it for women next summer, as the female segment contributes 25 per cent to its sales.
“We have in our pipeline many more innovations ... one among them would be to try the colour co-creation for kids,” said Bhat. It has already opened two exclusive Allen Solly ‘Juniors’ stores.
On the company’s expansion plans, he said it would close the current fiscal with 200 stores, up from the current 170 pan-India. It has in place a balanced exclusive-cum-franchisee store expansion model. By maintaining the current annual growth rate of 30-40 %, it expects to clock revenues of Rs 650 cr in this fiscal, up from the last year’s Rs 470 crore.
