Allen Solly launches app to co-create signature colours

Allen Solly, the apparel brand from Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo, seems to have found an answer. The brand has launched Colour Lab, an innovative digital app that gives customers the freedom to get creative with the shades of their clothes and design their own attire.

The iPad application enables users to pick out their favourite garment and get it dyed the colour of their choice. As per the company, the app is an extension of the Colour Lab campaign where real people were brought in to represent the face of the brand. The application makes colours the centre point.

The app is available at all Allen Solly stores across the country and on Trendin.com, Allen Solly's e-commerce store.

The application allows the consumer to play matchmaker by picking a garment and colour of their choice. The merchandise is then custom dyed and delivered to the user within 15 days. The application has been installed across all 150 Allen Solly brand stores and on the brand's e-commerce website, Trendin.com. The Colour Lab products are priced at an additional charge of around Rs 400 because the pieces are custom manufactured. The company expects this feature to contribute around 5 per cent of the sales during this fiscal.

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 the overall brand sales.

Source: http://cablequest.org/news/new-media/item/3549-allen-solly-launches-app-to-co-create-signature-colours.htmlSource: http://cablequest.org/news/new-media/item/3549-allen-solly-launches-app-to-co-create-signature-colours.html