Concept Presentation

A/W 2014
 The journey began here…

• Peter England is a clothing and apparel brand founded in 1889 in town of

Londonderry, Ireland. The company has made the clothing range for
British Military for their wars and contributed in the national security. It
has exclusive range of suits, shirts and trousers etc. In 1997, it was
launched in India and made a different style statement in the country.
Firstly it sold shirts in India and with a high success the brand soon gained
high market value and reputation. Peter England gives a different touch to
your formal side.
• Peter England is the largest menswear brand in India with over 5 million
garments sold every year. First launched by Madura Fashion & Lifestyle
(then known as Madura Garments) in the mid-price shirt segment in 1997,
the company acquired the world rights for the brand in the year 2000.
Today, Peter England has a strong national presence with 569 exclusive
stores and over 1600 multi-brand outlets in more than 200 towns.
 USP

• Peter England is universally

accepted amongst its millions of
consumers for its standardised fits,
superior quality, wide range and
'fashion-right' styles in its segment,
making it the most trusted brand
amongst consumers in the
readymade apparel category.

With offerings in the mid-priced value

for money range, Peter England brings
formal wear for young men in the early
years of their career.

The product assortment includes

shirts, trousers, suits, blazers and
accessories for everyday and special
occasions.
 Initiatives

In keeping with the fast evolving market scenario, Peter England has come up with a slew of initiatives -
1. Product Level: Peter England is now a complete wardrobe solutions brand with a portfolio comprising of
a. Peter England Elements (casuals and jeans lifestyle)
b. Peter England Elite for the premium consumers (fine crafted formals)
d. Peter England Party Wear
e. Peter England Sporty collection
The brand has made a conscious attempt to capture its consumers by addressing the various requirements of its consumers that he might want
to shop. This insight has come through a 18 month long consumer survey that the brand engaged to understand the dressing habits of its core
consumers.
2. Retail Level : Peter England Exclusive stores are well designed with a unique shopping experience. Well trained and groomed staff serve
customers that will delight the customers. Visual Merchandising plays a critical role in retail stores and Peter England balances merchandise
and the comfort level of shopping of consumers.
3. Marketing Plans :
a. Launch of Brand Ambassador
The brand for the first time in its history has roped a national level celeb as its brand ambassador who will connect with the common man for its
self belief and strong values. Siddharth of Rang De Basanti fame has the ability to be relatable as well as aspirational to millions of young Peter
England consumers. At the same time he is the right personification of the core values of Peter England.
b. Launch of New TVCs
The credo of all forthcoming Peter England communication will be to capture a young Indian’s spirit of hope and self-belief that enable him to
move forward in every step of the way. In order to succeed, he must first believe that he can. Self-belief inspires him to do what he feels is best,
not what the world tells him to do. In fact, the depth of his belief and the strength of his conviction determine all that he gains in life.
The robust campaign that addresses this young Indian will be seen across TV, print, outdoor, digital & its extensive range of over 2000 retail
outlets.
 Market Research

Men Shop Differently: For men, shopping activity is more functional than
emotional, and the purpose is to solve a problem or meet a need. To them, the
priority is convenience and most of all that their ability to make informative
decision is met.

While the job market for men has recently improved, the lasting effects of the
recession have altered the traditional "provider" paradigm. With that, the new
chief buyer in the typical household is the man of the house. With the rise of the
"mansumer" comes a whole new set of potential seed changes in advertising,
purchase patterns and common marketing practices.
Men, especially between the age of 18 – 25 years are either studying or have
just started working. They are adults with a certain vision and have their
personal preferences. They are aware of the ever-changing world around them
and are in sync with new developments through he virtual media. Social, virtual
presence and peer groups are their important elements. A definite monetary
freedom is there and hence they have the ability to make their respective ends
meet.
• With respect to the changing markets and trends, men are today looking
for versatile and easy-care pieces.
• Various brands are offering extensive line of options in sync with the
global trends and tastes of the consumers. The range of price points are
also kept in consideration with different sub-brands/collections offered.
• Consumers prefer to shop at places where the merchandize is easily
accessible, quick selection and less hassles of hunting complementing
pieces. They like stores whose VM has properly styled displays which helps
them to make quick decisions of what they actually want and the look
they have in mind.
• Facilitating shopping at a click, various online portals have gained huge
acceptance among the male shoppers who don’t have to worry about
parking, long queues and salesman questionnaire.
• Men have become brand conscious and are in touch with latest trend
updates as well. Peer and social preferences have a considerable influence
on what they buy and wear.
Position and Benchmarks for Peter England
The time was just right. As the w
shifted its allegiance towards casual w
– even while going to work – P
England launched PE Jeans. A b
dedicated to understanding the chan
needs and lifestyle of the youth of tod

Catering to a group that constantly ve

toward the new, meant contin
evolution. And in keeping with the l
national and international market tre
in terms of - design, hue, pattern
fabrics, PE jeans today stands firm –
on its way to become a leader in m
fashion worldwide.
ITC's John Players offers a complete fashion wardrobe to
the male youth of today. The brand stands for style,
charisma and attitude and brings them into your
wardrobe with its vibrant yet relaxed collection.
Incorporating the most contemporary trends with a
splash of youthful energy, playful styling & trendy
collections, John Players knows the pulse of the youth
and offers clothing for the discerning youth. Offering
vibrant wardrobe essentials spanning across Formal
wear, Casual wear, Party wear, Jeans & Accessories, John
Players has everything that appeals to the new
generation.

Wearing their heart on their sleeves and splashing their

attitude on their clothes, the youth knows exactly what
they want. With the coolness quotient being an
inseparable part of its genes, the young generation strives
for wearing this attitude that is reflected in their clothes,
in their way of being, and most importantly in the brand
they admire. John Players, the leading fashion brand for
the Indian Youth, reflects this attitude – Play It Up!
 INDIAN TERRAIN

Indian Terrain Fashions Ltd. is one of

the leading brands of choice in premium
casual wear for men. Having opened its
first store in September 2000, the
company was listed in 2011, following a
demerger from its parent company. Our
range of Mens apparel includes Shirts,
Trousers, T Shirts, Shorts, Mufflers,
Knitwear, Jackets, Denim, Boxers and
Socks and we will soon be looking to
venture into accessories as well.

With a turnover of around Rs.200

Crores, the company today retails
across the country through more than
700 Multi Brand Outlets, 130 doors of
Large Format Stores, 98 Exclusive
Brand Outlets as well as being available
through online stores.
 TOMMY HILFIGER

As one of the world’s leading premium lifestyle

brands, Tommy Hilfiger delivers superior styling,
quality and value to consumers worldwide. The
brand celebrates the essence of Classic American
Cool and provides a refreshing twist to the
preppy fashion genre.
Since its debut in 1985, the Tommy Hilfiger
Group has become a US$ 4.6 billion apparel and
retail company by offering consumers a breadth
of beautifully designed, high quality products
including men’s, women’s and children’s apparel,
sportswear, denim, and a range of licensed
products such as accessories, fragrances and
home furnishings.
Tommy Hilfiger today has become a global brand
with strong recognition and a distribution
network in over 90 countries
The HUGO BOSS Group is one of the
world market leaders in the premium
and luxury segment.
The Group focuses on developing and
marketing high-end women’s and men’s
fashion and accessories. With its brand
world including the BOSS core brand, the
lines BOSS Orange, BOSS Green and the
progressive brand HUGO, HUGO BOSS
targets different, clearly defined
consumer groups.
The brands cover an extensive product
range consisting of classic-modern
business wear, elegant evening wear and
sportswear, shoes and leather
accessories and licensed fragrances,
eyewear, watches, children’s fashion,
motorcycle helmets, mobile phones,
mobile accessories and home textiles.
• John Players and Indian terrain give a tough competition to Peter England in the
domestic market.
• Product mix, campaigning and price range is almost similar, giving potential customer
an option to choose either of these. The face of the brand are equally dashing and
young heart-throbs.

With international standards, Hugo Boss and Tommy Hilfiger denote and sets benchmark
for Peter England’s vision.
• The Hugo Boss brands epitomizes authentic, understated luxury. The men’s collection
offers modern, refined business- and eveningwear along with sophisticated casual
looks and premium sportswear for after work. Hugo Boss’s collection of Boss(
premium formal wear), Boss Orange (urban casualwear) and Hugo(progressive looks
with an edgy urban attitude) are epitome of fine craftsmanship and luxurious feel
along with youthful appeal.

• Tommy Hilfiger's "classic American cool" lifestyle delivers "preppy with a twist"
designs that appeal to a diverse range of consumers globally, as does its accessible,
premium position. The preppy look quickly became the label’s signature. The brand's
style encompasses the look of well-bred, chic and sporty young men, and has
established must-have classic looks including blazers worn over Oxford shirts and
paired with either navy, beige or red chinos.
Design Concepts
A/W’14
Client Board
 MEN AT WORK

Young, dynamic and rough,

with a dash of sporty and
vintage touch the story is
inspired by the new class of
working professionals who
do not abide by the
conventional.

Remixing nostalgic shades of

sepia and indigo in
continuation with the
shades grey.

Easy, smart-casual look that

portrays a firm character
with a young note, giving
those business meetings a
new, benchmark work wear.

A blend of washed denims,

chambrays, and wool blend
blazers .
The Look – Smart- casual, majorly denim oriented separates, rugged feel with a
laid-back styling .
A look for newly
joined interns.
A more sophisticated, business-oriented look.
 Print and pattern
variations with a base
colour of dark greys
instead of whites.
Panel detailing
Pocket variations,
panelling and yoke
detail and mock
pockets with flaps.
 LUXE EXPLORER

What is it that really matters, as

we throw the societal taboos and
challenge the conventional to get
back the essence? The zesty, urban
youth has the urge to travel and
explore new arenas for himself,
whether for work or to find his
passion.
A well put-together look with hints
of rugged tones lends a fine
youthful appeal.

Pale brown tones with rust orange

and forest green accents evoke a
notion of multiplicity in natural
environment.

Warm and wool blend fabrics,

flannel and plaids, tweed
outerwear.
The Look – layering is the key, whether with a scarf,
waistcoat, jackets or a blazer .
The business trip look
Countryside weekend look, you explore
your passion for adventure with your
buddies.
Variations in print and
design details.
Details at the back collar, hem fold-
ups, cuff and pocket.
Tabs at the
shoulder with a
patch

Multiple stitch details

and double, buttoned
patch pockets with
contrast cuffs.
THE GAME CHANGER
He has a distinct vision for
sharp and precise details. He
works as if he has to win over
the deadlines with smart tricks
and in a way that is most
beneficial to him.
Calm, cunning and proactive,
he misses no chance to turn
the tables on his side .

Clean, impressive and a

structured look.

Slate grey, navy with accents

of wine and teal add depth to
simplest of finishes.

Luxurious, rich fabrics, hint of

a sheen and cotton and
polyester blended pieces.
The Look- Sharp, clean and
structured.
Print, pattern and fit variations
Panelling,
accent
details and
contrast
collars.
Collar and placket variations, pocket placement and fit
manipulations.
KEY ITEMS
Shirts with multiple
details
Tapered bottoms
Hooded jackets
Zippered outerwear
Crop jackets
 Plaid
shirts

Wool blend
blazer and well
fitted formal
Basic tee and denims trousers

Washed
Denims

Semi-Casual
Blazer
Printed, coloured
and solid bottoms
Date Fabric Cotton
Season A/W 2014 Colour Olive Green
Style PEJASH01 Trim Metallic button, twill tape

SPI- 2.5
Details- Contrast fabric at patch pocket
Embroidered branding at back yoke
Contrast and multiple stitch details
 MARKETING

Peter England is brand for youth, hence gaining visibility among the masses
comes easy with social media.
Along with conventional campaigning techniques – print and visual media,
promoting through in-store activities will help pull customers to the stores.

In-Store Promotion - Customer can do the purchase and then can be

TAGS
requested to style his look with what he shopped with Peter England
accessories arranged separately for this activity. He can display his picture on
the Style Bulletin kept in the store( can either be manual board or a LCD
screen) . Customers can be requested to vote for their favourite pick. This will
motivate others to try out the same process, ask their friends to visit the store
and vote for them, enhancing in-store visitors and eventually increasing sales.
The accessories also gain customers notice, where they can browse and style
their looks, and if they fall in love with the look- the accessories are also on
the bills!

Social Media – Customers can be asked to upload their images on Peter

England online portal/social media page- unique shoots, styling or even a
campaign tagline. Best ones will be given surprise or for-sure gifts.
More hits, likes, and page visitors-more visibility, publicity and recognition
among the new customers.
 Swot Analysis

1.Strengths

Extensive range of office and casual wear

Good quality label and branding
Contemporary designs, colors and price
Wide distribution , easy availability
Well-orchestrated merchandising
High market viability
Use of latest information technology for collaborative planning , forecasting and replenishment

2.Weakness

Product knowledge of the store persons is lower.

Very few customer prefers to go for specialty store (may be brand loyal customers only). So specialty store format sometimes leads
to lower sales.
Pre- and Post- purchase uncertainty and anxiety over fit,quality, shrinkage, durability etc. because of readyade garments

3.Opportunity

Large educated and working class available in pune is one of the opportunities because their target market itself is youth.
They can also go for brand extension and store extension.
Increased disposable income of the working class.

4.Threats
Belief of Indian consumers-“ Premium shirt brands were “overpriced, good quality product at a high price”
Threat from the local vendors and other big players.
Thank You
Dipti Patel