Indian Apparel Retail Industry

The Indian Apparel Industry is segmented into two sectors: Domestic segment & Ex
port segment

India is very strong in niche segment and short-run fashion garments Currently
Indian Apparel Industry is worth 19.75 Billion EURs.
RMG SEGMENTATION
RMG in indian market is segmented into: –Men’s wear segment –Women’s wear se
gment –Kid’s wear segment

Value (EUR Billion) Men’s Wear Women’s Wear 5.65

Per cent(%)
41.4 34.4 24.2
4.69 3.39
Kid’s Wear
Brand Heritage
1885 – started in Londonderry, Ireland , became a leading military dress supp
lier to the British Army 1997- Brand came to India through Madura Garments 200
0- Madura Garments acquired by Indian Rayon , Aditya Birla Nuvo Group
PRODUCT MIX
Madura garments- manufacture and markets Byford, SF in india and worldwide.

Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and
Polo exclusive marketer for Espirit in India.
PRODUCT LINE
Target Market

Targets both middle income and high income men It targets only male population o
f a particular age group Young executives segment between age group 25-28 years.
Anyone looking for casual and formal international style at affordable price po
ints.
Objectives
Marketing - Build Peter England into the largest selling shirt brand in India
Advertising – Establish Peter England as an international quality men’s wear at
an affordable price Short Term – Launch phase communication designed to create
quick and universal awareness of the brands USP of quality and price Long Ter
m – qBuild strong brand prefernce qSustain brand loyalty through attractive imag
ery and constantly reiterating the product benefits.
Distribution Channels

Garment
FACTORY

WHOLESALERS
OWNED STORES / EXCLUSIVE BRAND OUTLET

DISCOUNT STORES
EXPORTS
DISTRIBUTORS

MULTI-BRAND OUTLETS
STRENGTHS

SWOT Analysis
OPPORTUNITIES

Increasing disposable incomes of the people

Increasing demand for luxury brands from the middle class • Research and new pro
duct development can help the companies to move across the value chain

Brand conscious customers Availability of cheap finance Growing domestic market,

increase in number of malls
Weakness

THREATS Increased competition in the domestic markets

Predominance of unorganized sector

Technological obsolescence in the supply chain

Cheaper imports Changing Government’s policy on FDI

Peter England’s Competitive edge

Extensive range of office and casual wear Good quality label and branding Contem
porary designs, colors and price Wide distribution , easy availability High mark
et viability It pictures itself as Honest Brand It offers value for customers at
affordable price.
Peter England simplified the buying process
Consumer Insights- The midprice buyer

Lack of benchmark brands No standardization of quality, high variation Pre- and

Post- purchase uncertainty and anxiety over fit, quality , shrinkage , durabilit
y etc Lack of a value –for-money proposition Belief- Premium shirt brands were o
verpriced Good looking shirt always out of price reach Embarrassing feeling to p
ublicly reveal their budget to the shopkeeper Seeks a mix of rational, sensory a
nd emotional pay offs Peter England incorporated these in its advertisements
Innovative Approaches
First time in India , a readymade shirt brand went outdoors extensively to deliv
er a high quality launch Extensive TV usage as main medium for readymade shirt
s and garments , earlier only print Bold use of vernacular media, earlier the
big brands Taking over Dadar Railway Station sites Sponsor male oriented pro
grammes- News, sports (cricket) and crime thrillers
Performance
Research confirmed Peter England’s high brand equity Became a 1 million brand
in 2 years Crossed the 2 million mark in 4 years The first mid segment brand
to cross Rs. 100 cr Voted “Best Brand” in the IMAGES study The only new lif
estyle brand to feature in “Best Brand Launch” of The Strategist Quarterly in 19
98
Price range.
v Peter England(MID PRICED BRAND) vShirts range- Rs, 345 – Rs. 445 vTrousers r
ange – Rs. 645- Rs. 745

Peter England-ELEMENTS(CASUALS) vShirts & T-shirts range- Rs, 345 – Rs. 445 vDEN
IMS– Rs. 645- Rs. 745 Peter England-Elite(PRIMUM BRAND) vShirts range- Rs,1099 –
Rs.14445 vTrousers range – Rs.1099- Rs.13999