Exclusive designer store, Dilly's Fashions Pvt. Ltd is igniting a new passion for creativity, innovation and "intelligent fashion" as they open their doors to a younger generation of imaginative and inspiring energy. Building on 25 years of rich experience in retailing and design, Dilly's now aim to educate and share their experiences and expertise in this field with a fresh new team of designers.
This new found collaboration with local universities and design houses such as Academy of Design, the University of Moratuwa and LIFT, internship programmes and support of local business start-ups has bought about a wave of enthusiastic energy in the store and behind the scenes and has become the catalyst for the latest Dilly venture "Which Dilly Girl are You?". This marketing concept, in conjunction with the "Dilly Girl" label, see's five new collections, each unique, innovative and limited in quantity being introduced to Dilly's in one day.
 |
| Dilani Wijesekera, Founder of Dilly's Fashions |
"Through working with local universities, offering internship programmes and helping with small business start-ups we have been able to identify young and vibrant designers and offer them the opportunity to be part of Dilly's future and part of such an exciting venture as "Which Dilly's Girl are you?" says Hayley Evans, General Manager of Dilly's Fashions.
"The way in which we can attract a younger customer into our stores is by hiring the younger generation and integrating them into the make-up of the store; how our visual displays are presented, how are fashion shows are conducted, the concepts of our collections. No one knows this generation better than themselves. And for us, the ideas and free flow inspiration that comes when one works with such creative energetic others makes you an eternal student with a mind that is forever you and excited about life. It's a great time to be back at work!" Says Dilani Wijesekera, Founder of Dilly's Fashions.
A foundation of the Dilly's philosophy is Corporate Social Responsibility, a mission to share knowledge and offer the outlet as a "stepping stone" to those searching for a brighter future in retail or fashion. "If we are to mature with grace, then we must partake in a sharing process that looks beyond one's self. My dream would be to have as many fashion and creative students pass through the doors of Dilly's. Enabling us to guide and share all the knowledge and wisdom we have gathered about this business." says Dilani.
Representatives from Dilly's are seen to conduct lectures at local design schools, and provide opportunities for students to visit the store, the offices and are provided a platform where they are free to express their ideas, suggestions and provide feedback.
The feedback obtained from the young designers has been instrumental in creating a new "Intelligent Marketing, Intelligent Fashion" concept evident in the new collection titled, 'Which Dilly Girl Are You?' Each collection is based on five distinct personalities, each to be found within your friends, family or neighbours - Dilly Girl, Party Diva, Rock Chic, Eco Chic and An Ode to Channel, the Workwear collection. Through a series of comic strips, customers are able to see the young, desirable and inseparable girls lead and confide in each other their ever changing and confusing lives.
"We've really understood and moulded these characters extensively going into the social and demographical aspect of her life, such as the places she would frequent socially, what she books she would read, her views on love, life and family. All of us can identify with one girl or another, each of us has a Trudy, Emma, Faith, Alexis and Louise we can relate to," says Hayley Evans, General Manager of Dilly's Fashions of the research carried out in introducing the new collection.
Dilly's has historically placed a large emphasis on quality, an aspect which has become entwined with the Dillys brand. Ensuring a high standard of quality is maintained is at the heart of the stores success, not something that has ever been an issue for the company Dilani explains "Quality has always being woven into the culture of Dilly's. With all stitching being conducted in house Dilly's is allowed the rare privilege of being able to regularly conduct quality checks and monitor the entire process from sampling and designing to packaging and transport "The designers sit with the pattern makers who sit next to the production line who sit next to the merchandisers and store managers. We all work together to ensure a product is up to the required, if it doesn't pass the test, its never seen on the shop floor," says Dilani.
Over the years, Dilly's has built a loyal customer base, yet, moving into the future, the establishment believes it is essential to divide its focus between the classic customer and the younger generation. Dilani emphasises that they would not forget the old customers, who have been a part of Dilly's success "I will still be wholly designing regularly for the heritage collections Moods and Voyages".
The brainchild of Dilani Wijesekera, Dilly's Fashions was founded in 1986. Backed by a team of experienced and dedicated staff, Dilly's has, over the years, introduced diverse labels and launched a wide range of collections, some of which include, the moods collection, Dilly's Voyages, Work, Islander and Dilly Girl. With the designing, marketing and production completed in-house Dilly's is able to offer unique, internationally trend inspired collections which has become unqiue and special to Sri Lankan retailing. |
E-mail
