Allen Solly dyeing to differentiate

Reverses the supply chain to customise part of its line-up, but the challenge is in sustaining itWhen was the last time you found a garment that was styled right but the store had either run out of the colour you sought or did not have the shade to start with? Such a disappointment is the result of chinks in one of the most complex supply chains - that of branded apparels.Branded clothes can take eight months to a year to move from the drawing board to shop shelves, and then there are different sizes and colours. Brands have to monitor what needs replenishment as shelves start to empty. Allen Solly, the mid-to-premium casual clothing brand from Madura Fashion & Lifestyle (a division of Aditya Birla Nuvo) is attempting to change the model for part of its line.In October, Allen Solly started offering male consumers a choice of 670 colours for dyeing clothes from the brand's core segment comprising shirts and pants. The core segment (as opposed to the fashion line which keeps pace wit
Reverses the supply chain to customise part of its line-up, but the challenge is in sustaining itWhen was the last time you found a garment that was styled right but the store had either run out of the colour you sought or did not have the shade to start with? Such a disappointment is the result of chinks in one of the most complex supply chains - that of branded apparels.Branded clothes can take eight months to a year to move from the drawing board to shop shelves, and then there are different sizes and colours. Brands have to monitor what needs replenishment as shelves start to empty. Allen Solly, the mid-to-premium casual clothing brand from Madura Fashion & Lifestyle (a division of Aditya Birla Nuvo) is attempting to change the model for part of its line.In October, Allen Solly started offering male consumers a choice of 670 colours for dyeing clothes from the brand's core segment comprising shirts and pants. The core segment (as opposed to the fashion line which keeps pace wit

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