FASHION BRAND MANAGEMENT

BRAND POSITIONING

Submitted by:
Dhanali Sandesara
Divyansh Arora
Rishika Bose
Shubhangi Yadav

Submitted to:
Dr. Raj K Jaiswal
Assistant Professor

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology, Gandhinagar.
September 2023
 Table Of Contents

1. Introduction to the Study

2. Introduction to the Brand – H&M
3. Brand Essence of H&M
3.1 Word association
3.2 Personifying the brand
3.3 Laddering up to find the brand essence
4. Brand Positioning of H&M
4.1 Frame of reference
4.2 Point of parity
4.3 Point of differences
4.4 Brand mantra of H&M
5. Bull’s Eye Model of H&M
6. Brand Identity Prism of H&M
7. Introduction to the Brand – Peter England
8. Brand Essence of Peter England
8.1 Word association
8.2 Personifying the brand
8.3 Laddering up to find the brand essence
9. Brand Positioning of Peter England
9.1 Frame of reference
9.2 Point of parity
9.3 Point of differences
9.4 Brand mantra of Peter England
10. Consumer persona mapping
11. Bull’s Eye Model of Peter England
12. Brand Identity Prism of Peter England
13. Limitations of the Study
14. References and Bibliography
15. Annexures
 1. Introduction to the Study
The objective of this study is to conduct a thorough examination of prominent fashion
products in both domestic and foreign marketplaces. The objective of this study is to provide
readers with valuable insights and knowledge, enhancing their understanding of the
positioning of fashion products in various marketplaces. This research study holds significant
importance in fulfilling the criteria for the attainment of a postgraduate degree in Master of
Fashion Management, within the domain of "Fashion Brand Management."
The primary objective of this study is to conduct an in-depth and insightful analysis of the top
10 fashion products in two distinct scenarios, namely the "global" and "domestic" markets.
This study focuses on the Shirts and Blouses category, which is a significant segment with an
approximate market value of $170.70 billion. In order to have a thorough comprehension of
the various dynamics in operation, we have chosen to analyze two exemplar brands: H&M, a
key participant in the international market, and Peter England, a prominent brand within the
domestic market.
The research process begins with a comprehensive overview of the Shirt and Blouse category,
with particular emphasis on the subcategory of Shirts. The overall market of shirts is $76.59
bn which is expected to grow annually by 2.18% (CAGR 2023 -2027). The purpose of this
initial section is to offer crucial background information by delineating the importance of this
particular market segment, its historical development, and its significance within the wider
fashion sector.
Building upon this theoretical framework, our research endeavors to conduct a
comprehensive investigation of the specific positioning tactics implemented by the selected
brands. Through a comprehensive analysis of the positioning tactics employed by H&M and
Peter England, this study seeks to elucidate the subtle distinctions and divergent methods
adopted by these two entities, thereby providing insights into the strategic measures that have
facilitated their success within their respective market domains. The present analysis will
embrace various elements including brand positioning, brand personality, brand identity and
brand image, target demographics, price methods, marketing initiatives, and geographical
reach.
Furthermore, our study aims to ascertain prevailing patterns, obstacles, and prospects in the
worldwide and domestic Shirt and Blouse industry, in conjunction with the aforementioned
primary goals. Through this endeavor, our objective is to offer significant perspectives that
might enlighten various industry stakeholders, fashion fans, and decision-makers regarding
the dynamic and changing nature of this particular field. By employing a blend of qualitative
and quantitative research methodologies, our objective is to make a scholarly contribution
toward enhancing comprehension of the complex dynamics between international and
domestic fashion businesses, specifically within the realm of Shirt and Blouse items.
The ranking of the top 10 fashion products has been determined by an assessment of their
respective market share values. Footwear occupies the highest rank, while T-shirts are
positioned at the lowest position on the list.
The global brand designation is conferred to those with the largest market share in the area of
top wear, specifically shirts. Among the contenders for this distinction are H&M, Zara,
Uniqlo, and others, collectively accounting for 2% of the total market. As a result, H&M has
been chosen for the global brand analysis. The selection of Peter England as a case study for
a domestic brand is based on two criteria: the number of units sold and the highest number of
retail outlets in pan India. This information was obtained from the official website of the
brand.
This research chapter is situated within the context of the fashion industry, renowned for its
dynamic nature and diverse array of product categories. Within the framework of this ever-
changing environment, our attention is specifically oriented toward the pivotal dominion of
shirts. The main aim of this study is to conduct a detailed analysis and assessment of the
leading shirt brands in both domestic and foreign markets. Furthermore, the objective is to
provide a clear explanation of its strategic market positioning.
The understanding of the shirt sector within the fashion industry holds significant relevance.
Shirts have a multifaceted significance beyond their utilitarian function since they embody a
crucial aspect of contemporary fashion. These entities represent the intersection of fashion,
culture, and consumer preferences, making them an essential tool for evaluating the present
condition of the fashion industry.
This research piece is essential for understanding the intricate dynamics of the key
components inside the fashion industry. By developing a comprehensive awareness of the key
stakeholders and their respective responsibilities within the garment industry, valuable
insights can be obtained regarding broader market trends, consumer behaviors, and strategic
approaches that lead to beneficial outcomes. These findings provide substantial value not
only for industry players but also for scholars, legislators, and fashion enthusiasts who seek to
comprehend the trends and dynamics of the fashion sector.

Sr. No Top Category/ Product Revenue

1 Footwear 398.40 bn
2 Bottom wear 301 bn
3 Jewellery 298.40 bn
4 Jersey, Sweatshirts, and Pullovers 219.15 bn
5 Intimate Wear 194 bn
6 Sports and Swimwear 181.18 bn
7 Luggage & Bags 177 bn
8 Shirts & Blouses 170.70 bn
9 Eyewear 141.50 bn
10 T-shirts 133.57 bn
Table 1: Top 10 Fashion category/product list
Source: Statista
The research conducted was mostly exploratory and descriptive in its approach, with the
objective of examining and comprehending the market dominance of the Leader brand in the
global and domestic shirt market.
The content incorporates data derived from primary as well as secondary sources. The
theoretical foundation of the study is constructed using secondary data, which encompasses
information on customer preferences and brand positioning.
The collection of secondary data involved accessing the official websites and social media
accounts of the brand, as well as reputable journal websites, in order to obtain reliable
research articles.

2. Introduction to the Brand – H&M

H&M Group is a global fashion and design company, with over 4,000 stores in more than 70
markets and online sales in 60 markets. (about us, 2023)
H&M is a multinational clothing-retail company known for its fast-fashion clothing for men
women, teenagers, and children. It is the second largest global clothing retailer, behind Spain-
based Zara company. As of November 2019, H&M Operates in 74 countries with over 5,000
stores, and also company has also made its online shopping available in 33 countries. The
company was founded in 1947 by Erling Persson with its very first shop established in
Vasteras, Sweden. The original name of the shop was “Hennes” which is Swedish for “hers”
as the store at the time exclusively sold womenswear. It wasn’t until 1968 when the person
acquired the hunting apparel brand Mauritz Widforss that he changed the name of the
company to Hennes & Mauritz to reflect the brand's inclusion of menswear into the product
range. Soon after the merger and the official rebranding into the shortened H&M the
company’s expansion gradually began to expand outside of Sweden’s borders. In 1976 the
first store outside Sweden opened in London, H&M continued to grow in Europe and began
to retail online in 1998. (Vedeikyte, 2019)
H&M Group introduced the latest climate targets to reduce absolute greenhouse gas
emissions across the value chain by 56% by 2030, and by 90% by 2040, and in the same year
achieve net zero.
H&M Group integrated the annual and sustainability reports for the first time, as an important
yet natural step in our development.
The newest H&M sports brand H&M Move was launched worldwide. (Hisorty, 2023)

3. Brand Essence of H&M

The brand essence of H&M encompasses the attributes of being fashionable, affordable, and
sustainable. H&M aims to enhance the accessibility of fashion to a wide range of individuals
while concurrently prioritizing environmental sustainability.

3.1 Word Association

Fast Fashion: H&M is renowned for its ability to quickly adapt to and incorporate the latest
fashion trends into its collections. The brand constantly updates its offerings to stay in tune
with the ever-evolving fashion landscape, ensuring that customers have access to the most
current styles and designs.

Value-Based Price: H&M positions itself as a brand that offers trendy and fashionable
clothing at affordable prices. This value-based pricing strategy makes high-quality fashion
accessible to a wide range of consumers, aligning with the brand's commitment to providing
affordability without compromising on style or quality.

Quality: While H&M offers value-based pricing, it maintains a strong focus on the quality of
its products. Customers can expect well-crafted clothing that not only looks good but also
lasts, reinforcing the brand's dedication to delivering durable fashion items.

Sustainable: H&M has made significant efforts to incorporate sustainable practices into its
operations and product offerings. The brand is committed to reducing its environmental
impact, using sustainable materials, and promoting ethical labor practices. This emphasis on
sustainability appeals to environmentally-conscious consumers and aligns with contemporary
concerns about responsible consumption.

Fashion for All: H&M's positioning emphasizes inclusivity. The brand offers a wide range of
sizes, styles, and clothing options to cater to diverse tastes and body types. This inclusivity
sends a message that H&M welcomes and values all customers, regardless of their fashion
preferences or identities.

The term "trendy" refers to something that is now popular or fashionable. It is often used
to describe items, styles
The aforementioned concepts might be characterized as global, young, modern, inclusive,
and sustainable.

3.1 Personifying the Brand

H&M characteristics and attributes associated with a person would be an individual in
question who would possess a keen awareness of contemporary fashion trends, while
simultaneously demonstrating a commitment to considerations of cost-effectiveness and
ecological sustainability. The ideal candidate would possess qualities of approachability and
inclusivity, with a genuine desire to foster confidence and style among all individuals.

3.2 Laddering up to find the brand essence

H&M primarily focuses on the realm of fashion. However, the fashion offered by H&M
encompasses more than just aesthetic appeal. Additionally, it pertains to the act of expressing
oneself and cultivating self-assurance. H&M aims to cultivate a positive self-perception
among its client base, fostering an environment where individuals can freely manifest their
own fashion preferences.
H&M also emphasises the aspect of affordability. Their objective is to ensure inclusivity in
the fashion industry by making it accessible to individuals of all financial means. Hence, the
company provides a diverse array of pricing options, encompassing affordable foundational
products as well as higher-priced collaborations with esteemed designers.
H&M has recently prioritised sustainability as a key aspect of its operations. The organisation
demonstrates a strong dedication to enhancing the sustainability of the fashion industry,
actively engaging in ongoing efforts to mitigate their ecological footprint. The utilisation of
recycled materials in their products and the establishment of a climate neutrality objective by
the year 2040 are the reasons behind their actions.

4. Brand Positioning of H&M

4.1 Global geographic location consideration: Germany

Brand awareness of H&M in Germany is impressively high in Germany with a presence of
430 stores, wherein a whopping 96% of fashion store customers were able to recognize the
brand. This notable level of recognition was determined through a comprehensive survey
conducted that employed the concept of aided brand recognition, where respondents were
presented with both the brand's iconic logo and its written name. This approach ensured that
the respondents not only acknowledged the brand but could also associate it with its visual
representation.
Approximately 55% of these customers express a liking for H&M, underscoring the brand's
appeal to a substantial portion of its target audience. However, it's worth noting that among
the 96% of respondents who are familiar with H&M, a noteworthy 57% harbour positive
sentiments toward the brand. This suggests that H&M has successfully cultivated a
favourable image among those who are aware of it, which is a testament to its ability to
resonate with consumers.
H&M's usage share in Germany further solidifies its position in the market. Impressively,
46% of fashion store customers in the country actively patronize H&M, indicating that a
significant proportion of those who recognize the brand also make it their preferred choice.
When juxtaposed with the 96% brand awareness figure, it becomes evident that H&M has
effectively converted awareness into consumer engagement. Furthermore, customer loyalty is
a notable facet of H&M's success, with around 40% of fashion store customers in Germany
expressing their likelihood to continue using the brand. When considering the 46% usage
share, this loyalty metric underscores that a substantial 87% of H&M's customers exhibit
loyalty to the brand. In sum, H&M's enduring brand presence, popularity, and customer
loyalty make it a formidable force in the German fashion retail landscape.
With an ongoing buzz around H&M in Germany, in August 2022, an impressive 35% of
German fashion store customers had encountered information about H&M in various media
channels, including traditional media, social media platforms, and advertising, within the past
three months. Within the subset of respondents who are already familiar with the brand
(96%), this buzz metric stands at 36%. This indicates that, at the time of the survey, H&M
was actively generating interest and discussion in the German fashion scene, highlighting its
ability to maintain a relevant and engaging presence in the public sphere. (Kunst, 2023)

4.2 H&M – Sweden retailer

  1991- Opened up first store in Germany
 Now has 430 stores throughout Germany
 Offers men, women, and children, sports clothing in addition to accessories, shoes,
perfumes, and home
 Known for ‘Fashion and quality at the best price’
 Revenue 2023: $21.86 B (MarketCap2023)

4.3 Target audience

H&M's target market comprises primarily of the younger generation, aged between seventeen
and forty years, representing a significant portion of the fashion apparel market. They focus
on both females, aged 17-25, and younger males, aged 18-30, recognizing the fashion
preferences of these demographics. Moreover, H&M's inclusive approach caters to both low
and high-income consumers, aiming to provide stylish and affordable clothing options for a
diverse customer base. Unlike some competitors, H&M does not use ethnicity, race, or
nationality as segmentation variables, emphasizing a more inclusive marketing strategy.
(Walter, 2010)
In terms of psychographics, H&M employs a customer classification based on lifestyle,
interests, and activities. They recognize that customers with shared interests, such as sports
enthusiasts or fashion-forward individuals, may have specific product preferences. This
psychographic profiling allows H&M to tailor its offerings to various customer groups,
providing a wide range of stylish options that resonate with their distinct tastes and
preferences. (Levy, 2013)
4.4 Frame of reference – Fast Fashion
Close competitors of H&M
 Zara – Spanish Retailer
 1991- Opened up first store in Germany
 Now has 67 stores throughout Germany
 Offers Men’s, Women’s, and Kids clothing in addition to home, accessories,
cosmetics, perfumes and shoes.
 Known for ‘fast fashion’ and low-cost products. Sometimes known as “fashion
imitator” for only offering a certain number of products/styles for short/ limited
times.
 Revenue 2023: Rs 2,562.50 (Zara Home segment, had the highest net sales of the
Inditex Group worldwide in 2022, amounting to over 23 billion euros)
(ZaraStatista2023)

 Uniqlo – Japanese Retailer

 2014- Opened up the first store in Germany.
 Currently has 10 stores in Germany.
 Focuses on offering ‘Unique clothing’ which is high-quality and innovative in
design and comfort. Place emphasis on timing- fast, trendy, and always updating.
 Offers Men’s, Women’s, kids and babies’ products in addition to accessories
 Revenue 2023: Rs 624.6 crore (EconomicTimes2023)
 4.5 H&M Perceptual Map

Figure 1: H&M Perceptual Map

Source: Author’s compilation

4.6 Point of parity

Fast fashion, trendy, runaway styles for the mass market: Much like its competitors in the
industry, H&M operates with an acute sensitivity to prevailing fashion trends, swiftly
translating these trends into a diverse range of affordable clothing collections that cater to a
wide audience. The brand's commitment to delivering runway-inspired styles in a timely
manner resonates with the essence of fast fashion, where the emphasis lies on rapid
production and distribution to meet the ever-evolving demands of the mass market. By
consistently offering a plethora of on-trend options, H&M ensures that it remains competitive
within the fast-fashion landscape, meeting the expectations of consumers who seek accessible
yet stylish clothing options that mirror current fashion sensibilities. (Group, 2023)

Wide variety of product offerings: The brand's extensive range encompasses not only a
diverse selection of clothing items for men, women, and children but also an array of
accessories, footwear, and even beauty products. This commitment to offering a broad
spectrum of fashion and lifestyle choices underscores H&M's dedication to catering to the
multifaceted needs and preferences of its diverse customer base.
In H&M's expansive inventory, customers can find everything from casual wear to formal
attire, allowing them to curate their wardrobes for various occasions and styles. Furthermore,
the brand frequently introduces new collections, collaborations with renowned designers, and
sustainable fashion lines, ensuring that it remains at the forefront of fashion trends and meets
the evolving demands of its customers. H&M has also recently launched ‘H&M Pre-Loved,’
Now ThredUp’s Largest Resale Program. (Group, 2023)
Fashion and quality: The brand strives to strike a balance by offering trendy and stylish
clothing items that align with current fashion trends while maintaining a baseline level of
quality that meets the expectations of its mass-market audience. Much like its competitors in
the fast fashion industry, H&M ensures that its products, while affordable, are constructed to
a reasonable quality standard, allowing customers to enjoy fashionable clothing that doesn't
compromise on durability. This equilibrium between fashion-forward designs and acceptable
quality levels positions H&M as a reliable choice for those seeking both style and reasonable
durability in their clothing. (Group, 2023)

Global presence: With a vast network of stores spanning multiple continents and a strong
online presence, H&M has strategically positioned itself as a global fashion powerhouse. As
of 23 June 2022, H&M Group operated in 75 geographical markets with 4,801 stores under
the various company brands, with 107,375 full-time equivalent positions. The company is
directing its expansion efforts towards bolstering omni-channel growth. This entails a
strategic integration of its digital and physical channels, creating a symbiotic relationship that
enhances each other's capabilities, and ultimately providing customers with a unified and
seamless journey that spans both online and offline touchpoints. This widespread footprint
allows the brand to cater to a diverse and multicultural customer base, adapting its offerings
to suit the unique tastes and preferences of various regions while also ensuring the
availability of its signature fast fashion and quality across the globe. (Group, 2023)

4.7 Point of difference

Dual strategy: This strategy involved the rapid production and delivery of trendy clothing
items, with a remarkable timeline of just 14 days. This approach caters to the ever-evolving
fashion concerns of a particular audience segment that craves the latest trends and styles. By
swiftly translating runway inspirations into accessible and affordable fashion, H&M captures
the attention and loyalty of fashion-conscious customers who seek immediacy in their
wardrobe updates. This dynamic fast fashion component allows H&M to remain at the
forefront of fashion, continually attracting those who value staying in vogue.
Conversely, H&M also recognizes the importance of retaining customers over the long term.
To achieve this, they produce seasonal collections that emphasize timeless and classic styles.
These collections appeal to a broader customer base, including those who prefer enduring and
versatile fashion choices over fleeting trends. By offering a balance between the ephemeral
excitement of fast fashion and the enduring appeal of classic pieces, H&M ensures that it can
cater to a diverse spectrum of customer preferences. This dual strategy not only helps H&M
attract new customers but also cultivates brand loyalty among those who appreciate a
combination of both fashion-forward designs and enduring wardrobe staples, making H&M a
holistic and dependable fashion destination. (Manrique, 2015)

Price competitiveness: H&M adopts a multifaceted approach to solidify its brand positioning
in the market, appealing to a broad audience that includes families and the Gen-Z
demographic. It achieves this by leveraging a combination of strategies. First, the brand
capitalizes on the allure of designer collaborations and low prices to attract the Gen-Z
consumer, tapping into the hype surrounding such partnerships. Simultaneously, H&M
embraces a proactive stance on discounting, frequently and aggressively marking down a
smaller proportion of its products. This approach creates a value-based competitive pricing
edge in the market, enticing price-conscious shoppers while preserving the brand's reputation
for affordability. H&M's commitment to cost leadership underscores its dedication to low-
cost efficiency throughout the production and supply chain. (EDITED, 2020)
Reinvention: H&M has made significant strides in aligning itself with sustainability
initiatives in the fashion industry. Introducing its "Conscious Collection" and branding itself
as a sustainable brand, H&M has placed a strong emphasis on eco-friendly practices. They've
actively partnered with companies like Renewcell to incorporate recycled fibres into their
products, signalling a commitment to circular fashion. Additionally, H&M, along with other
fashion giants like Zalando and Uniqlo, is expanding repair services, offering consumers
more affordable and eco-conscious alternatives for clothing. Furthermore, Selfridges'
ambitious goal to derive nearly half of its sales from resale, repair, rental, or refills by 2030
underscores the broader trend within the industry towards promoting sustainability and
circular fashion practices, with H&M playing a notable role in this ongoing shift. (McKinsey,
2023) (Adi, 2015)

4.1 Brand mantra of H&M

H&M's brand mantra is "Fashion and quality at the best price". (Weebly) (Study Corgi,
2022). This concept is found almost everywhere, from websites to stores, and is attractive to
consumers because it guarantees low prices that are appealing. H&M stays true to this
concept, which is important for brand messaging. (Weebly)

5. Bull’s Eye Model of H&M

Figure 2: Bull’s Eye Model of H&M

Source: Author’s compilation
  Value Proposition:

Value: Affordable Fashion: H&M's core value proposition revolves around providing cost-
effective fashion options to its consumers. It aims to provide stylish clothing at budget-
friendly prices.

 Personality/Character:

Trendy: H&M is renowned for its ability to remain at the forefront of contemporary fashion
trends, thereby guaranteeing that its apparel aligns with prevailing styles and consumer
preferences.

Inclusive: The brand demonstrates a strong dedication to inclusivity by actively promoting

diversity and body acceptance through its advertising campaigns and product offers.

Sustainability: H&M demonstrates a strong commitment to sustainability by implementing a

range of initiatives, including the utilization of organic and recycled materials, as well as a
steadfast dedication to circular fashion methods.

Accessible: H&M endeavors to enhance the accessibility of fashion by providing a diverse

range of solutions that cater to a broad audience, accommodating various preferences and
requirements.

 Substantiators:

Sustainability Initiatives: H&M demonstrates its dedication to sustainability through the

integration of organic and recycled materials in their apparel collections, as well as its active
promotion of circular fashion principles.

Affordability: H&M demonstrates its affordability by continually offering fashion-forward

clothing goods at costs that cater to clients who prioritize budget-consciousness.

Inclusivity: The brand exhibits inclusivity through their advertising campaigns, which
prominently showcase a varied array of models, and by providing a wide choice of apparel
options that cater to all body shapes and preferences.

Diversity in Workforce: H&M demonstrates a dedication to promoting diversity throughout

its workforce, thereby cultivating a corporate environment that places a high emphasis on
inclusivity. Committed to establishing and sustaining inclusive, diverse, and equitable work
environments across the whole organization. (About Us - Inclusion and Diversity, n.d.)

 Point of Parity (PoP):

In the realm of fashion trends, H&M, similar to other fast fashion retailers, maintains
alignment with contemporary designs, hence ensuring the relevance of its apparel offerings.

Product Range: H&M provides an extensive assortment of apparel and accessories that
aligns with the expectations typically associated with fast fashion labels.

Runway Styles for the Mass Market: The fast fashion sector is characterized by the
production and dissemination of trendy runway styles to cater to the mass market, a trait that
is commonly observed among its competitors.

Wide Variety of Product Offerings: H&M boasts a comprehensive range of products that
effectively appeal to a wide array of customer tastes.

Global Presence: H&M boasts a robust international footprint, including a multitude of

nations, rendering its products and services readily accessible to a diverse range of
consumers.

 Point of Difference (PoD):

Sustainability: H&M sets itself apart from several competitors by virtue of its robust
adherence to sustainable methods, encompassing the utilization of organic and recycled
materials, as well as a steadfast commitment to circular fashion.

Conscious Collections: The brand's exclusive eco-friendly collections, such as "Conscious,"

highlight its dedication to sustainability and eco-conscious design choices.

Dual Strategy: H&M employs a dual strategy that effectively integrates cost with
sustainability, providing consumers with access to reasonably priced sustainable fashion
options.

Price Competitiveness: H&M's capacity to provide cost-effective pricing alongside a

steadfast commitment to sustainability constitutes a significant distinguishing factor.

 Executional Properties/Visual Identity:

Logo: The logo of H&M, characterized by a red square adorned with white letters, possesses
a high degree of recognizability and serves as a symbolic representation of the brand.

Abbreviation: The utilization of the acronym "H&M" is frequently employed as a means to

symbolize the brand, hence strengthening the overall awareness and identification of the
brand.
Color Palette: The color palette utilized in H&M's visual identity prominently features the
colors red and white, which serve as dominant hues. These colors are chosen to symbolize the
concepts of passion and simplicity.

Store Design: The retail design of H&M is renowned for its contemporary, simplistic, and
aesthetically pleasing arrangements, which contribute to the creation of an attractive and
welcoming atmosphere for shoppers.

Consumer Target: H&M predominantly focuses on attracting cost-conscious young male

consumers who are interested in fashionable and versatile apparel choices that are in line with
their limited financial resources.

Consumer Need State: H&M targets those seeking dependable and contemporary apparel
that faithfully reflects current fashion trends.

Consumer Takeaway: H&M offers a diverse selection of fashionable and timeless apparel
choices that are reasonably priced. The brand is renowned for its dedication to promoting size
inclusivity and its conscientious collections, hence facilitating the accessibility of sustainable
and fashionable attire to a wide range of customers.

6. Brand Identity Prism of H&M

 Figure 3: Brand Identify Prism Model of H&M
Source: Did H&M get Lost in the Outrage Jungle? A Case
Study of Crisis Communication in an Outrage Culture

Kapferer’s prism is made of six aspects which in connection define a brand’s corporate
identity. Hence, conducting an analysis of H&M’s identity by conveying the empirical data to
each of Kafperer’s identity aspects respectively, will create a definition of H&M’s identity.
(McLeman, 2019)
Physique: Customers will find everything from fashion pieces and unique designer
collaborations to affordable wardrobe essentials, complete-the-look accessories, and
motivational workout wear. All seasons, all styles, all welcome!”. Its website indicates that
one of the key foci in H&M’s physique is that its products should be available to everyone;
‘The H&M group is a family of unique brands, united by common passions: to make great
design 50 accessible to everybody and to lead the way towards a more inclusive and
sustainable world.’ Thus, H&M’s key products and hereby its physique is affordable clothing
and accessories. (McLeman, 2019)
Personality: A brand's personality is represented through its communication with stakeholders
through images, spokespersons, tone of voice, and advertisements. H&M's webshops and
corporate website highlight diversity and inclusivity, showcasing people of different
ethnicities, skin-tones, genders, age, height, and weight. The company's corporate values,
listed on the website, reflect its personality as a value-driven company. These values include
teamwork, diversity, trust, respect, creativity, innovation, and immediate impact. H&M values
making smart sustainable choices and avoiding careless spending, and diversity and
inclusiveness are believed to give positive energy. The company values common sense and
good judgement, not over-analyzing, as over-analysis can slow down the speed of progress.
By incorporating these values into its image and corporate values, H&M effectively
communicates its values and aims to be a more inclusive and sustainable company.
Culture: Brand's culture is a crucial aspect of its identity, representing its values and actions.
Brands often emphasize their country of origin, but this can be overlooked in others. H&M's
corporate website, for example, does not primarily focus on its Swedish heritage. While it
mentions the company's history and language options, it seems to be a minor part of its
culture. Instead, the company's culture and values are more focused on addressing a broad
and international audience, avoiding cultural differences that limit its value.
Relationship: Kapferer suggests that relationships are built on more than just the physical
product, such as H&M's T-shirt or jeans. Retailers can create a series of relationships with
consumers, such as family, friendship, and young happy people, through their products.
H&M's corporate website and webshops reflect these relationships, addressing not only one
type of person but several, resulting in a degree of diversity in the types of relationships
created.
Reflection: The reflection of a brand's identity, particularly the reflected consumer. H&M's
British and American web shops showcase a diverse range of people, including children and
adults, of different genders, skin tones, and sizes. The company emphasizes inclusion and
diversity, which is relevant to its reflected consumers. However, the company does not focus
heavily on the older generation, suggesting a stereotypical consumer. H&M's corporate
website highlights its focus on affordability and sustainability, offering affordable wardrobe
essentials and designer collaborations. This suggests that H&M's identity is built around
offering affordable clothing, catering to the younger generation who prefer cheaper clothes
due to financial constraints or frequent wardrobe changes. The company's focus on inclusion
and diversity may be a reflection of its target audience, with the younger generation being the
main consumer.
Self-Image: Kapferer's prism focuses on the self-image of a brand, focusing on how
consumers view their ideal selves. H&M's website features images of young people in
various settings, reflecting groups of friends and having a good time. This self-image may
apply to most people worldwide. H&M encourages everyone to explore their personal style,
not focusing on one specific self-image. Instead, the brand focuses on the individual's
opportunity to find their own personal style, applying H&M's clothes to the process.
H&M's identity is a clothing company that focuses on affordability, sustainability, inclusion,
and diversity. The company targets a wide audience with different needs and wishes,
including all skin tones, ethnicities, genders, and cultures. H&M is of Swedish heritage but
aims to reflect a culture of being "everyone's" regardless of cultural differences. To stay true
to its identity, H&M must constantly work from its defined identity, which may be affected
by external noises like the desire to please a vast number of target groups. However, this
identity may be affected by the outrage culture, which may make it appear shallow and
superficial. Understanding consumers' outrage and crisis communication can help H&M
understand its identity and crisis communication.
 7. Introduction to the Brand – Peter England
Peter England RED was founded in 1889, in Londonderry, Ireland to provide British soldiers
with fine Khaki trousers during the Boer War. More than a century later, Peter England RED
made its foray into the Indian market in 1997.
The brand was acquired by Aditya Birla Group in 2000 and quickly went on to become
India's Leading Menswear Brand. The brand was listed in the top 5 most trusted brands in the
apparel category for 7 consecutive years. And keeping in sync with the youth, Peter England
RED offers apparel that caters to every fashion occasion of a young professional's life With a
staunch belief in authenticity, Peter England RED has become one of the most trusted and
responsible international brands, providing unmatched value to young Indian men. With a
strong foothold in formal and casual menswear segments, Peter England RED also offers
innovative collections in denim, linen, festive wear, Indies kurtas, accessories, and more.
Today, Peter England is the largest menswear brand in India with over 10 million garments in
sales. the brand: The brand's vision is to become the most loved apparel brand of India
offering clothes and accessories of unmatched value, to help young consumers realise their
full potential. (about us , 2023)
Peter England is a leading menswear brand in India that has gained immense popularity
among young professionals due to its trendy and contemporary workwear formals. Peter
England's marketing strategy has been focused on positioning high-quality shirts from a
brand with a European heritage and a fair price, which has helped the brand to become one of
the most trusted and responsible international brands in India. The brand has won numerous
awards, including the ET Brand Equity in 2014 for Most Trusted brand for the seventh
consecutive year, AFO (Asia Retail Congress) in 2015 for the Best innovation Initiative
Implementation, Customer Loyalty Summit 2017 for the Best client relationship management
program, and Flipkart (Fashion Conclave 2017) for the Best Performing Brand In Men's
formal Casual wear.
Peter England's trendy and contemporary workwear formals are perfect for young
professionals who want to express their sartorial tastes and make a mark at their workplace.
The brand's smart and stylish trousers are a perfect choice for young professionals who are
looking to make a mark at their workplace. With a colossal client base of 4 million
individuals, Peter England has become one of the most trusted and responsible international
brands in India, providing unmatched value to young Indian men.
 1997 - Opened up first store in India
 1000+ exclusive stores, 3500+ multi-brand outlets in over 800+ towns.
 Offers shirts and t-shirts, formal wear, jeans, loungewear, winterwear, wedding
collection, ethnic and indie wear, footwear and accessories
 Known for ‘mid-priced menswear apparel brand’ in India who provide excellent
quality at the goodness of prices.

Target Audience
Peter England, a well-established clothing brand, caters to a diverse range of consumers, each
with distinct preferences and needs. One of its key target audiences is the stylish and tech-
savvy audience, primarily focused on customers aged 25-30 years. This demographic is
characterized by young adults who are transitioning into more formal and mature fashion
choices. They may be entering the workforce, attending social events, and building a
professional wardrobe. Peter England recognizes the need for stylish, traditional, and ethnic
clothing options tailored to this age group, offering a wide selection of clothing that combines
contemporary trends with classic styles to suit their evolving fashion sensibilities.

Another important target audience for Peter England is one which targets customers aged 30
years and above. This demographic represents individuals who have progressed in their
careers and personal lives and are seeking sophisticated and high-quality clothing options.
Peter England caters to their preferences by providing a range of premium and sporty
clothing options. This segment may include professionals, executives, and those who
appreciate timeless elegance and comfort in their clothing. By offering products that align
with their lifestyle and fashion preferences, Peter England aims to maintain a loyal customer
base within this age group. (India, 2014)

8. Brand Essence of Peter England

Based on the data obtained from the Google Forms replies, the brand essence of
Peter England may be derived through the analysis of word association,
personification of the brand, and the process of laddering up to identify the core
essence of the brand.
8.1 Word Association
The two key factors that are of utmost importance in this context are
affordability and quality.
The term "traditional" refers to practises, beliefs, or customs that have been
passed down
The attributes of reliability and trustworthiness are highly valued in academic
contexts.
The term "masculine" refers to characteristics, behaviours, and attributes
traditionally associated with
The term "classic" refers to something that is considered to be of enduring
significance or timeless
The concept of "timeless" refers to something that transcends the limitations
of time and
The term "sophisticated" refers to something that is complex, refined, or
The above terms exemplify the brand's emphasis on excellence, genuineness,
and conventional aesthetics. The brand is also commonly regarded as being
dependable, refined, and enduring. A significant proportion of individuals,
specifically 72.7%, associated the term "formal wear" with their thoughts.
Additionally, 59.1% of participants considered the concept of quality and
menswear, while 54.5% of respondents mentioned other traits like as
sophistication, reliability, classicism, masculinity, and timelessness. Peter
England is characterised by customers as a brand that embodies qualities such
as high quality, work-appropriate attire, premium craftsmanship, confidence,
British influence, and stylishness.
8.2 Personifying the brand
The individual exhibits characteristics of youthfulness, a propensity for
adventure, and a commitment to honesty.
The user's text should be revised to adhere to academic standards and maintain a
professional tone.
The aforementioned descriptors can be used to characterise the product as
fashionable, refined, high-quality, globally-oriented, inventive, up-to-date, self-
assured, genuine, conventional, originating from the United Kingdom, and
influenced by military aesthetics.
The subject matter at hand is imbued with a sense of exhilaration and
stimulation.
Regarded as reliable or dependable.
The aforementioned terms encapsulate the brand's character as refined, high-
end, and globally-oriented, emphasising excellence and genuineness. The brand
is additionally linked to qualities such as innovation, excitement, and integrity.
The personality of Peter England was primarily characterised by traits such as
confidence, sophistication, positivity, and honesty. Individuals that possess an
understanding of cost-effectiveness, have a sense of style, and belong to the
younger demographic may choose to engage in shopping activities at the
establishment known as Peter England.
8.3 Laddering up to find the brand essence
The concept of quality refers to the degree of excellence or superiority of a
particular object, product. The concept of authenticity is a subject of academic
inquiry. The user's text will be rewritten to adhere to academic style.
The concepts of sophistication, premium, international, and innovation are
significant in academic discourse. The concept of trustworthiness refers to the
perceived reliability and credibility of an individual, organization
The above-mentioned elements of the brand essence exemplify the company's
emphasis on quality, genuineness, and conventional aesthetics, alongside its
dedication to refinement, exclusivity, and ingenuity. The brand is recognized for
its global appeal and reputation for reliability, rendering it a favored option
among clients who prioritize excellence and genuineness. Peter England has
successfully established a brand identity that installs confidence, reliability,
satisfaction, and consumer loyalty in individuals who wear its shirts. Peter
England exemplifies the core values of the brand, which include authenticity,
responsibility, sustainability, and fashionability.
The brand's overarching essence is characterized by its commitment to honesty,
authenticity, sophistication, and purpose-driven values.
9. Brand Positioning of Peter England

9.1 Frame of reference - Men’s formal wear

Close Competitors Of Peter England

 ARROW
• 1993 - Opened up first store in India
• 200 EBOs available in over 1,000 MBOs
• Known for ‘Classic American styling’ with superior quality and value for money
• Arrow men with shirts and t-shirts, formal wear, bottom wear, winterwear,
footwear, and accessories along with its sub-brands that is, Arrow jeans, sports,
women, sports, and Arrow New York.
• Revenue 2023: $35.840B (MacroTrendsStock2023)
 RAYMONDS

• 1958 - Opened up first store in India

• Over 1500 outlets in India
• Distinctive brand in quality and style that is classic and formal
• Manufactures and markets textiles and readymade men’s apparel
• Revenue 2023: 83 billion Indian rupees (Statista2023)
9.2 PETER ENGLAND PERCEPTUAL MAP

Figure 4 : Peter England Perceptual Mapping

REFERENCE: (Mrs. Rizwana Begum, 2017)
SOURCE: Author’s compilation

9.3 Point of parity

Men’s largest portfolio shirts: Through the brand’s extensive portfolio of shirts, Peter
England distinguishes itself by offering a wide range of shirts that cater to diverse style
preferences and occasions, ensuring that every man can find a suitable option for his needs
within the brand's collections. This accessibility and variety are a significant point of parity
for Peter England, as it positions itself as a brand that not only understands the ever-evolving
fashion choices of men but also consistently delivers on quality, fit, and affordability across
its shirt offerings.

Valued based: Peter England, as a brand renowned for its premium quality in the realm of
men's fashion, establishes several points of parity that underpin its reputation and success.
One prominent point of parity lies in its commitment to craftsmanship and attention to detail.
Much like its competitors in the premium menswear segment, Peter England ensures that its
products are impeccably tailored and crafted from high-quality materials. This dedication to
superior quality aligns the brand with the industry standards, guaranteeing that customers can
expect garments that are not only stylish but also durable and comfortable. Additionally,
Peter England shares a point of parity with other premium brands in terms of its
comprehensive range of attire, from formal suits to casual wear, offering customers a one-
stop destination for all their wardrobe needs.

Strong retail presence: With an annual sale of more than 14 million garments, spanning
across 1000+ exclusive stores, 3500+ multi-brand outlets, and a reach in over 800+ towns,
Peter England has firmly established itself as a ubiquitous and accessible choice for
consumers across India. Additionally, the brand's robust e-commerce presence further
underscores its commitment to meeting the diverse shopping preferences of its customers.
Moreover, Peter England's recognition as India's Most Trusted Apparel Brand for seven
consecutive years, as per the Economic Times Brand Equity Survey, underscores its
reliability and reputation in the market. The brand's emphasis on catering to regional markets
and exploring cities beyond metros by curating designs that resonate with local tastes and
sensibilities reinforces its commitment to staying relevant and appealing to a broad spectrum
of consumers.

9.4Point of differentiation
Product diversification: Peter England, under the stewardship of Madura Fashion &
Lifestyle, embarked on a strategic journey of product diversification, marking a significant
departure from its traditional focus as India's largest menswear brand. The foray into the
work and travel bags segment represents a notable expansion into a new category, catering to
the practical needs and lifestyles of its discerning customers. Furthermore, the introduction of
collections such as wedding wear, ethnic attire, and indie fashion attests to the brand's
commitment to embracing the diverse sartorial preferences of its clientele. Peter England's
pioneering initiatives in sustainability, exemplified by the launch of safe, herbal wellness
fashion, underscore its dedication to eco-conscious and health-conscious consumers. These
innovative lines not only showcase the brand's adaptability but also its keen understanding of
evolving market trends. (Jacob, 2012)

International expansion: Beyond its primary menswear focus, the brand's plans to venture
into South Asian markets like Indonesia, Malaysia, and Singapore signify a concerted effort
to tap into new geographical territories and tap into the growing Indian diaspora abroad. With
an existing presence in the Middle East and an expansion into South Asian countries, Peter
England demonstrates its adaptability and global vision. This diversification not only
enhances its point of difference but also positions the brand for increased market share and
global recognition, solidifying its status as a dynamic and forward-thinking player in the
fashion and retail industry. (PTI, 2016)

9.5Brand mantra of Peter England

Peter England's brand mantra encapsulates its core values and character: "Timeless Elegance,
Affordable Luxury, Crafted for You."
10 Consumer persona mapping of Peter England

Figure 5: Consumer Persona -1

Source: Author’s Compilation

Figure 6: Consumer Persona -2

Source: Author’s Compilation
Figure 7: Consumer Persona -3
Source: Author’s Compilation

Figure 8: Consumer Persona -4

Source: Author’s Compilation
 Figure 9: Consumer Persona -5
Source: Author’s Compilation

11 Bull’s Eye Model of Peter England

Figure 10: Bull’s Eye Model of Peter England

Source: Author’s compilation
  Value/Personality/Character:

Value: The value proposition of the product might be described as a combination of classic
design and affordability. The fundamental principle of Peter England is centered around
providing a diverse customer base with cheap apparel options that exude timeless elegance.

 Personality/Character:

Classic: The brand is distinguished by its classic patterns that endure fluctuations in fashion,
rendering it appropriate for many situations and possessing enduring longevity.

Sophisticated: Peter England is renowned for its sophisticated offerings, specifically tailored
to cater to discerning clientele in search of elegant and fashionable clothes.

Trustworthy: The brand has established a reputation for reliability and dependability among
its clientele, renowned for consistently providing products of high quality.

Affordable: Peter England is able to preserve affordability while also offering elegance and
sophistication, thereby making its products accessible to a wider range of consumers.

 Substantiators:

Quality Craftsmanship: The brand Peter England has established a strong name for its
garments characterized by meticulous craftsmanship and exceptional durability, thereby
reinforcing its esteemed standing in terms of quality.

Affordability: The company establishes its affordability by providing stylish items of

superior quality at rates that are accessible to anyone on a limited budget.

Classic Designs: Peter England's primary objective is to produce timeless and adaptable
garments that are suitable for a wide range of events and situations.

 Point of Parity (PoP):

In terms of product range, Peter England provides a comprehensive assortment of men's

apparel, encompassing formal dress, casual wear, and accessories, which aligns with the
offerings of its competitors within the men's fashion sector.

Value-Based: Peter England positions itself as a brand that emphasizes value, aiming to
provide customers with a combination of quality and elegance that is commensurate with the
price they pay.

Strong Retail Presence: The products of Peter England have extensive availability
throughout numerous brick-and-mortar retail outlets as well as online platforms, mirroring
the distribution strategies of its industry rivals, thereby guaranteeing convenient access for
clients.
  Point of Difference (PoD):

Product Diversification: Peter England distinguishes itself by its extensive range of apparel
and accessories, surpassing the mere provision of shirts and offering consumers a total
solution for their wardrobe needs.

International Expansion: The international expansion of the brand distinguishes it from

others since it enables access to a worldwide audience and highlights its global attractiveness.

 Executional Properties/Visual Identity:

Logo: The logo of Peter England often incorporates a fusion of traditional typography and
simplistic aesthetics, thereby reflecting the brand's enduring and refined identity.

Color Palette: The color palette employed consists of neutral and earthy tones such as black,
navy, and brown, which serve to convey notions of refinement, flexibility, and timelessness.

Brand Name: The brand name is depicted in a manner that effectively communicates its
global appeal and high standard of quality.

Consumer Target:
The primary focus of Peter England is to cater to consumers who possess a preference for
economical apparel that embodies a classic and elegant aesthetic.

Consumer Need State:

Consumer Need State refers to the specific psychological or physiological state that motivates
individuals to seek out and purchase products or services. It encompasses the desires, wants,
and requirements that

Consumer Takeaway:
Peter England offers timeless elegance and affordable luxury through well-crafted and
versatile clothing. Customers can trust the brand's commitment to quality and style.
12 Brand Identity Prism of Peter England

Figure 10: Brand Identity Prism Model of Peter England

Source: Author’s compilation

Physique: The assortment of products encompasses a variety of items, such as

apparel, accessories, and footwear. The design exhibits contemporary and
streamlined aesthetics. Materials of superior grade. The item in question
possesses both comfort and functionality. A diverse range of colours and styles.
The aforementioned elements of the brand's physical appearance are indicative
of the brand's emphasis on high standards, traditional British fashion, and attire
suitable for professional settings. The company provides a diverse selection of
men's apparel, encompassing denim garments, and has established a reputation
for utilising high-grade materials.
Personality: The demographic characterised by a young age and high levels of
vitality. The individual or organisation in question demonstrates a propensity for
originality and progressive ideas. Exhibiting self-assurance and assertiveness.
Individuals who possess a proclivity for enjoyment and a willingness to engage
in novel experiences. The concepts of authenticity and genuineness are
frequently discussed in academic discourse. The subject matter at hand has a
high level of refinement and elegance. The aforementioned facets of the brand's
identity exemplify the brand's emphasis on excellence, genuineness, and
conventional aesthetics. The brand is additionally linked to refinement,
premium quality, and innovation. The brand emanates an aura of confidence and
excitement, while demonstrating a steadfast dedication to ethical principles.
Consequently, it has garnered significant popularity among customers who
prioritise both sustainability and affordability.
Culture: The concept of culture refers to the shared beliefs, values, customs,
behaviours, and artefacts. The implementation of sustainable and
environmentally conscious practises. The concept of ethical and socially
responsible behaviour is of paramount importance in contemporary society. The
concept of inclusivity and diversity is of paramount importance in several
contexts. The aforementioned facets of the brand's culture exemplify the brand's
dedication to the principles of sustainability and ethical conduct.
Relationship: Establishing an emotional bond with customers. The concept of
"sense of community and belonging" refers to the emotional connection and
identification that individuals have inside a particular social group or
community. It encompasses the feelings of connectedness, acceptance, and
inclusion that individuals perceive when they are part of a community. The
provision of personalised and attentive customer care is of paramount
importance in the business industry. There is a significant degree of brand
loyalty observed among consumers. The above-mentioned facets of the brand's
interaction with its clientele exemplify the brand's emphasis on delivering
professional attire that is simultaneously fashionable and aligned with current
trends. The firm moreover provides inventive designs and high-quality fabrics,
thereby demonstrating its dedication to furnishing fashionable and refined
apparel for its clientele. The company establishes a connection with its client
base by providing a range of clothing options suitable for professional settings,
utilising high-quality fabrics, and delivering competitive pricing. Additionally,
the brand places significant importance on customer service and upholds
principles of honesty.
Reflection: The concept of affordability and accessibility is of paramount
importance. The products exhibit superior craftsmanship and long-lasting
durability. Characterized by a forward-thinking approach to style and in line
with current fashion trends. The concept of uniqueness and distinctiveness. The
approach employed is characterized by its innovative and cutting-edge nature.
The aforementioned elements of the brand's reflection exemplify the brand's
emphasis on quality, authenticity, and historic aesthetics, alongside its
dedication to sophistication, luxury status, and innovation. The brand is
renowned for its global appeal and reputation for reliability, rendering it a
favored option among discerning customers who prioritize excellence and
genuineness.
Self-Image: The concept of self-image refers to an individual's perception and
evaluation of oneself, encompassing Characterised by traits traditionally
associated with masculinity, such as assertiveness and self-assurance. The
subject exhibits a high degree of elegance and refinement. The concept of
traditional and timeless is deeply rooted in cultural and historical contexts,
representing enduring qualities and values that have stood the test of time. The
attributes of quality and reliability are of paramount importance. The previously
mentioned aspects of the brand's self-perception exemplify its emphasis on
excellence, genuineness, and conventional aesthetics, alongside its dedication to
refinement and self-assurance. The brand is commonly linked to attributes such
as reliability and integrity, rendering it a favored option for clients that prioritise
quality and authenticity.
13 Limitations of the Study
Time Constraints: The study faced limitations in comprehensiveness due to time constraints
that restricted the researchers' ability to delve deeper.
Geographic Limitation: The global brand's study encountered constraints related to
geography, requiring a selective focus on specific regions rather than providing equal
coverage everywhere.
Resource Constraints: The study heavily relied on a limited amount of primary data,
reflecting the researchers' dependence on constrained resources.
14 References and Bibliography
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https://hmgroup.com/about-us/inclusion-and-diversity/

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2018-sustainable-fashion-anna-gedda-interview/?sh=893b22c74f0e
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All_CoreExact&utm_term=peter%20england&utm_mcid=paid_search&gclid=Cj0KCQ

Manrique, C. (2015, December 6). H&M: How Fast Fashion Translates into Low Prices and
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how-fast-fashion-translates-into-low-prices-and-success/

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Online Shopping. Scribd. Retrieved September 12, 2023, from
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about us . (n.d.). Retrieved from red.peterengland.com:
https://red.peterengland.com/content/about-us-4#:~:text=Peter%20England%20was
%20founded%20in,the%20Indian%20market%20in%201997.
about us . (2023). Retrieved from red.peterengland.com:
https://red.peterengland.com/content/about-us-4#:~:text=Peter%20England%20was
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15 Annexures

15.1 Google Forms – Questionnaire

https://docs.google.com/forms/d/1FV9qGoYHLIAhcMO-
Kup0r2yzThdYFxTRz2mHMPQDGQw/edit#responses