Fashion Marketing & Fashion

Business Research

End Term Jury

Submitted to:
Ms. Lipi Singh (Assistant Professor)
Mr. Amitava Choudhary (Associate Professor)
Mr. Vishu Prathap (Assistant Professor)

Submitted by:
Himanshu (MFM/23/929)
Kaustubh Palakvyom (MFM/23/696)
Mandeep Singh (MFM/23/1042)
Prakhar Mishra (MFM/23/1096)
Rishi Sisodia (MFM/23/716)
Sakshi sethi (MFM/23/662)
Swati Vishwakarma (MFM/23/624)

Fashion Management Studies

National Institute of Fashion Technology, Raebareli
December 2023
Table of Contents Page

Abstract …………………………………………………………………………………….3
Acknowledgement………………………………………………………………………….4
Introduction…………………………………………………………………………………5
SWOT Analysis…………………………………………………………………………….6
STP Analysis……………………………………………………………………………….8
4 P’s………………………………………………………………………………………...9
Secondary Data…………………………………………………………………………….14
Competitors Analysis………………………………………………………………………15
Primary Data……………………………………………………………………………….18
Data Interpretation…………………………………………………………………………19
Data Analysis………………………………………………………………………………20
New Suggested STP Analysis……………………………………………………………...21
Suggested New Marketing Strategies…………………………………………………...…22
New Suggested Marketing Mix……………………………………………………………23
Conclusion…………………………………………………………………………………24
References…………………………………………………………………………………25

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Abstract

Peter England, a name synonymous with sharp style and accessible fashion, weaves its success
through a meticulously crafted tapestry of affordability, innovation, and cultural resonance. This
paper delves into the brand's marketing mix, unpacking the 4Ps that cater to the diverse
aspirations of the modern Indian man. From boardroom blazers to beachside bombers, Peter
England offers not just garments, but solutions, seamlessly transitioning between professional
formality and casual ease.

This analysis explores the competitive pricing strategy, leveraging "Basic" and "ELPP" ranges
to make premium quality accessible to the mid-range to upper-middle class segment. It further
unpacks the brand's ubiquitous presence through over 850 stores and a robust online platform,
ensuring convenient access across India. Beyond physical reach, Peter England embraces
experiential marketing, building deeper connections through in-store events, fashion shows, and
collaborations with sports teams and cultural icons.

The paper also highlights Peter England's commitment to sustainable practices and innovative
fabrics like TechFit and AirWeave, showcasing its focus on both style and comfort. This
multifaceted approach resonates with the Indian man's evolving needs, solidifying Peter
England's position as a brand that understands and anticipates his aspirations.

This abstract offers a concise yet compelling overview of Peter England's marketing mix and its
effectiveness in tailoring confidence for the Indian man.

Keywords: Peter England, marketing mix, 4Ps, Indian menswear, affordability, innovation,
sustainability, experiential marketing, cultural relevance.

Acknowledgment

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We would like to extend our special thanks to Ms. Lipi Singh, Assistant Professor, Mr. Amitava
Choudhary, Associate Professor and Mr. Vishu Prathap, Assistant Professor, of the Department
of Fashion Management Studies, National Institute of Fashion Technology, Raebareli.
We would like to convey our sincerest appreciation to our Course Coordinator, Ms. Bharghavee
Kumar Iyer, Assistant Professor of Fashion Management Studies department for their guidance
and constant supervision as well as for providing necessary information regarding the end term
jury and most importantly with their valuable time and insights.
Her invaluable guidance and inputs were instrumental in the successful completion of this
project. Despite encountering various challenges, our team had a great time exploring the
contents and conducting extensive research. Effective communication and team collaboration
are essential for the successful completion of any task. We are grateful for the support and
enthusiasm of our team throughout the project. Lastly, we would like to express our gratitude to
the National Institute of Fashion Technology in Raebareli for providing us with the necessary
facilities and resources to complete our work.

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Introduction
Peter England redefines style, attitude, and comfort through its unparalleled range of shirts,
trousers, denims, suits and blazers, t-shirts, and activewear. It is a brand that has transformed the
fashion landscape of today’s young Indian men. Adding on to the brand’s wide footprint of
1000+ stores spanning the length and breadth of the country, over 79 stores were opened in FY
23.
Peter England is currently associated with the leading fashion icon Ayushmann Khurrana, as the
brand ambassador.
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. 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 denims, linen, festive wear, Indies kurtas,
accessories, and more. Peter England, owned by Madura Fashion & Lifestyle, is the largest
menswear brand in India selling over 5M garments every year.
Peter England has the following sub-brands under its umbrella:
● Peter England Elements: This sub-brand offers relaxed office wear, catering to the
need for comfortable yet stylish clothing in the workplace
● Peter England Elite: Known for its premium formal wear, this sub-brand targets young
and successful professionals, providing them with high-quality, sophisticated attire for
special occasions.
● Peter England Denim Collection: This line is designed to stay relevant to the fashion
preferences of today's youth, offering a range of denim apparel.
● Peter England Perform: This sub-brand promotes and encourages an active lifestyle,
offering clothing suitable for various physical activities and sports.

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SWOT Analysis of Peter England
Strengths

● Various Categories of Clothing – The brand provides clothing that is appropriate

to office-going people who prefer a sense of style in their clothing. It provides
various collections like Peter England which is the largest menswear brand, Peter
England Elements which is relaxed office wear, and Peter England Elite which is
premium office wear.
● Strong Brand Value – The Peter England brand is quite popular and has a strong
brand awareness among people.
● Most Trusted Apparel Brand – Peter England brand has been voted as India’s
most trusted apparel brand. The brand’s apparel denotes a class in society.
● Fashion Symbol – Peter England provides premium and international fashion for
the users and is available at all locations.
● Occasion-Oriented Apparel – Peter England contains apparel that suits many
occasions like formals, marriages, and parties.
● Largest Menswear brands – Peter England is one of the largest menswear brands
and is estimated to sell about six million garments every year.
● Awards and Recognition – Peter England has received many awards over the
years including Best Performing Brand in Men Formal, Casual Wear and
Customer Loyalty Summit during the year 2017, Best Technology Initiative
during the year 2015, and Most Trusted Brand during the year 2014.
● A Greater Number of Purchase Orders – Peter England has a high number of
purchase orders which is a huge strength to the brand.
● Apparel always updated – Peter England’s apparel is always updated with the
latest fashion trends to meet the demands of the customers.
● Rewards Program – Peter England provides a unique and efficient rewards
program that permits their loyal customers to earn points on every purchase.
● Online Presence – The brand’s products are available online on their company
website. This makes the shoppers shop easily from anywhere.

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Weaknesses

● Limited Global Presence – It has a limited global presence as compared to the

other international brands.
● Strong Competitors – Peter England brand sees a lot of competitors in the Indian
and international brands. These brands provide more offerings to the customers
and hence there is a high chance of brand switching.
● Men's Wear - Brand perception as strictly 'menswear' could restrict expansion
into unisex or women's lines, hindering diversification opportunities.
● Less of Promotion - Peter England needs to have more ads, make noise to attract
attention and brings people to the showrooms.
● Offline-online disconnect- Bridging the gap between online marketing and in-
store experience could increase engagement.
● Detracting Association- Boring Peachy, Boxy fit with too safe emotions.

Opportunities

● Opportunity to produce Indian Wear – Peter England can expand its business to
develop more Indian wear. This will allow them to serve customers who look to
wear Indian clothes for many occasions.
● Expand into High-Price Apparel Segment – Peter England can look to expand
its product range to a higher-price apparel segment or textiles.
● Increase the brand's Global Presence – The brand can find out ways to expand
its business overseas which would be beneficial for brand growth.
● Mobile App – The company can provide a mobile app on all platforms that will
help the business to grow as more and more people tend to use mobiles for their
shopping.
● More Formal Business Suite – The company can produce more formal business
suites to increase its brand visibility.

Threats

● Emerging New Brands – Many new brands coming into existence is a serious
threat to the Peter England brand because of a similar type of pricing.

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 ● Local Brands with Similar Patterns – Many similar patterns are available at low
prices in many other local brands or local markets. This is a serious threat to the
brand.
● Imitation Product – Cheap imitations of the original product are also a serious
threat to the brand.
● Socio-economical – The impact of the economic slowdown is a serious threat to
the business as the customers might postpone their purchases to meet other
expenses.
● Government Policy – Changing government policy can impact the business to a
huge extent.

STP Analysis

Segmentation

● Shirts have always been Peter England's focal point and the focus point for PE Red is
shirts while trousers and t-shirts remain a part of sub-segmentation.
● With PE and PE Blue being successful at an entry-level price point (ELPP), void
identified customer need for brand + product imagery.
● Use of the same demographics and lifestyle to enter the ELPP segment (Rs 599) in both
formal and casual segments.
● Huge potential and a good growth rate in the price segment.
● The value proposition of quality via the imported fabric + affordable price.
Criteria For Segmentation:
● Substantiality: The low-middle income segment is large, Peter England Red is a level
below Peter England Blue.
● Measurability: The segment is identifiable.
● Accessibility: The lower-middle and middle-income groups have access to the marketing
mix(televisions, cellphones, internet, Newspapers, hoardings, etc).
● Responsiveness: The price ranges available are economic, low price to mid-price.
Targeting
● Targets both lower middle-income and middle-income group men.
● It targets only the male population of a particular age group.

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 ● Specifically targeting tier 3 , tier 4 towns & rural population.
● Young individuals' segment between the age group 21-35 years.
● Anyone who is looking for casual and formal international style at affordable price
points entry into the premium segment.
Followed the selective specialisation strategy through shirts
● Trousers
● Tees
● Winter wear for north region
● Accessories
Positioning
1. Peter England Red is PE's entry into the value retail segment offering unique designs and
is made with absolute quality, which is not available in any brand, at best in market price
and this is its unique selling proposition.
2. Brand Uniqueness
● Attributes: Good Quality
● Functional: Comfort
● Emotional: Simplicity
● Values: Honesty
● Culture: Fashionable
● Personality: Honest
● User: Young Executives
● Word Association: Honesty
● Personifying The Brand: Down To earth
3. Peter England Red has been positioned for the masses and is in the value retail/low price
category. It offers value for consumers at an affordable price.
4P’s
Peter England follows the 4P’s of the marketing mix-

As a brand, Peter England is known to come up with an extensive range of apparel for Men in
its marketing mix, including formal, casual, and party ranges. The brand is known for its
affordable price and superior quality along with good quality labelling and production using fine
material. The designs are modern, edgy, and contemporary define boldly the style of the modern
Indian man and the merchandising of the brand is well-orchestrated. The brand is easily
available to men across the country owing to its widespread distribution and availability. As part

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of the brand product mix, Peter England sells the following items: Trousers, t-shirts, Shirts,
Denim, Socks, Suits, Ties, Accessories, and Wallets.

Product
Taking inspiration from its own flagship brand Peter England, PE Red offers below mentioned
attributes:
● The range comprises regular day/office wear, casual wear, and selected occasion wear.
● The designs that define boldly the style of the modern Indian man are modern, edgy, and
contemporary and the merchandising of the brand is well-orchestrated.
● Being a value format, delivering value introduced across all above categories starting
from Casual shirts at Rs 839 right up to Formal shirts at Rs 2999.
● Polo t-shirts start at Rs 689 in top wear while Crew/round neck tees start at Rs 414.
● Quality and price: low to mid-priced range quality increases as the brand changes
segment to Peter England Blue range or Peter England.
Pricing
● The price grid is maintained by ensuring that 70% of the brand offering is below MRP of
Rs 449 through basic and ELPP ranges.
● PE Red aims to maximize its market share via a cost-leadership pricing strategy
● Price setting factors:
● Formal Wear:
○ Suits/blazer: Rs. 2,999 - Rs. 19,999
○ Shirts: Rs. 909 - Rs. 2,999
○ Trousers: Rs. 909 - Rs. 9,999
● Casual Wear:
○ Shirts: Rs. 839 - Rs. 2,999
○ T-shirts: Rs. 414 - Rs. 2,299
○ Jeans: Rs. 1,259 - Rs. 3,299
● Accessories & Footwear:
○ Shoes: Rs. 1,329 - Rs. 3,149
○ Belts: Rs. 559 - Rs. 1,299
○ Wallets: Rs. 559 - Rs. 1,299

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Place
● All PE Red stores have been opened via the Franchise Model. The brand does not own
any real estate when it comes to PE Red stores
● ELPP/ Never out of stock range was made available on a demand basis so that the
retailer could increase his stock turns through weekly replenishments
● Collections are distributed through monthly advance ordering to customizing to the
retailer needs in terms of the design-size-style preference
● Not to be trading in Multi-brand outlets (MBO) in smaller towers or Large Format Stores
(LFS) in tier 3 cities such as Bareilly or Latur
● Currently, there are 110 operational stores for PE Red Pan India with a target to open
113 more by the end of FY 2019-2020
● Each store has a minimum carpet area of 1200 sq ft or more depending on the area/city
● No PE and PE Red will be closer to one another in order to stop cannibalization of sales
Promotion
● Bold usage of vernacular media, local press, and local TV media, Print media, right
brand associations through sponsorships.
● Piggybacking on the parent brand of Peter England for mainline promotions TV and
print, which have been major drivers for Peter England's promotions.
● Local support was added through hoarding campaigns showcasing product innovations.
● Right brand associations are built through sponsorships. Endorsements via known
personalities for a better connection. E.g. strategic tie upsPeter England X CSK (MS
Dhoni).
● The company also has a unique and efficient loyalty rewards program for its members
who shop frequently from the brand as part of which customers can earn points on the go
with every purchase that they make.

Sales promotion

● Communication: TV, newspapers, internet, hoardings, vernacular media etc.

● Incentives: discounts , sales ,‟Buy One Get One Free Offer‟
● Invitation
● Public Relations and Publicity
● The “Honest Shirt Campaign” creates a distinct positioning for itself.
● High Credibility: Six months against guarantee against material, colour, stitching.

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 ● Honest to goodness price and quality.

Peter England: Masterful Advertising Campaigns for the Modern Man

Peter England, a renowned Indian menswear brand, boasts a rich history of impactful
advertising campaigns that resonate with their diverse target audience. These campaigns go
beyond catchy jingles and celebrity endorsements, delving deeper into themes of modern
masculinity, cultural relevance, and emotional connection. Here's a closer look at some of their
most professional and effective campaigns:

1. Gentlemen's League (2018): Led by brand ambassador Ayushmann Khurrana, this campaign
redefined casual wear for the modern gentleman. It showcased Peter England's ability to blend
comfort and style, catering to the evolving needs of young professionals who lead active
lifestyles. The campaign's emphasis on confidence and individuality resonated deeply with its
target audience.

2. Fresh Mints (2023): This campaign introduced Peter England's wrinkle-free suit range with a
witty and lighthearted approach. Featuring Khurrana effortlessly navigating various situations
with his crisp and fresh suit, the campaign highlighted the product's functionality and
convenience in a memorable way. The catchy jingle "Fresh Mints, Uparwale Hain" further
cemented the campaign's success.

3. Nambikkayin Pudhu Arambam (2022): This heartwarming campaign focused on the

emotional bond between fathers and sons. It showcased how Peter England's clothing can be
part of creating lasting memories and celebrating special occasions. The campaign's focus on
family values and tradition resonated with a wider audience, strengthening Peter England's
emotional connection with its customers.

4. Honestly Made (2021): This campaign took a different approach, focusing on Peter
England's commitment to quality and craftsmanship. Close-up shots of meticulous tailoring and
high-quality fabrics highlighted the brand's dedication to detail and its understanding of the
discerning customer who appreciates value for money. The campaign's straightforward message
resonated with those seeking reliable and well-made clothing.

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5. Mission Mangal Collection (2019): This patriotic campaign celebrated the achievements of
India's space program. The limited-edition collection featured suits and shirts inspired by the
iconic ISRO logo and colors, striking a chord with national pride. This campaign showcased
Peter England's ability to connect with current events and cultural moments, further solidifying
its brand image.

Green initiatives:

Peter England, a leading menswear brand in India, is not just about impeccable suits and trendy
casuals. They're also weaving sustainability into the very fabric of their business. Here are some
of their key green initiatives that are making a difference:

1. Oxygeans: Eco-Friendly Denim with a Splash

Peter England's Oxygeans collection is a pioneer in sustainable denim. This line uses innovative
washing techniques that save up to 80 liters of water per pair of jeans, significantly reducing the
environmental impact of denim production. And it doesn't compromise on style! Oxygeans
come in a variety of washes and cuts, keeping you looking sharp while feeling good about your
choices.

2. Enliven: Nature's Embrace in Every Stitch

Peter England Enliven collection shirt

Peter England's Enliven collection takes sustainability to the next level. This range features
garments infused with Neem and Tulsi extracts, known for their antimicrobial and anti-odor
properties. Not only are you getting comfortable and stylish clothing, but you're also staying
fresh naturally, reducing the need for harsh chemicals and frequent washing.

3. Beyond Fabrics: A Holistic Approach

Peter England's commitment to sustainability goes beyond just the clothes they makes. They're
also implementing green practices throughout their operations, such as:

● Reducing energy consumption in their stores and factories.

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 ● Using recycled materials in packaging and store displays.
● Partnering with sustainable cotton farmers to source their materials ethically.
● Raising awareness about environmental issues through their marketing campaigns.

4. Transparency and Traceability

Peter England believes in being transparent about their sustainability efforts. They provide
detailed information on their website and in their stores about the environmental impact of their
products and their commitment to ethical sourcing. They also use tools like blockchain
technology to trace the origin of their materials, ensuring they come from responsible sources.

5. A Fashionable Choice for the Eco-Conscious Man

Peter England's green initiatives are a testament to their commitment to being a responsible and
sustainable brand. By weaving eco-friendly practices into their DNA, they're setting a positive
example for the fashion industry and making a real difference in the world.

Secondary Data

The competition intensified as several new brands entered and existing national brands
aggressively expanded into Peter England's territories. For example, Koutons, one of the
existing branded players, spent 4 times more than that of Peter England in advertising to and
offered low priced products, luring customers away who were more price sensitive and less
brand loyal. These competitors devoted significant resources to acquire retail space, setting up
their own EBOs. The number of Peter England products sold through EBOs surpassed that of
MBOs. These changes in the market revealed that Indian customers not only wanted a smooth
transaction when they shopped, but also a wider range of in-shop services and a more
immersive brand experience. The brand’s advertising budget also had a negative downstream
effect, which in turn affected sales.

In Eastern India, the Turtle Brand was well known for its apparel. It was perceived as offering
better designs and had a much wider distribution coverage in that region. Its advertising
focussed exclusively on casual wear, targeting young people. The brand was on par with Peter
England in terms of pricing, product range, in-store environment and the staff cooperation.

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In Southern India, Oxemberg was a major competitor to Peter England. It had similar product
lines but advertised more aggressively. With a wider distribution network, it was growing faster
(15% annually) than Peter England (10% annually). While Oxemberg’s price levels were below
that of Peter England (around Rs. 1000), Its products were mostly made of polyester rather than
cotton. (Yang, n.d.)

Competitors Analysis
1.The House of Rare
The House of Rare is a luxury fashion brand that offers exclusive collections, Rare Rabbit
(menswear) and Rareism (women's wear). The brand focuses on fashion wear for men and has
expanded to cater to women's fashion as well.
The House of Rare's STP and 4Ps can be outlined as follows:
● Segmentation: The House of Rare can segment its market based on demographic factors
such as age, income level, and social status, as well as psychographic factors like
lifestyle and personality.
● Targeting: The brand targets affluent individuals who value luxury, exclusivity, and
contemporary design in their apparel.
● Positioning: The House of Rare can position itself as a luxury fashion brand that offers
unique and exclusive designs, catering to customers who appreciate premium and
distinctive style.

4Ps:
● Product: The House of Rare should focus on offering a range of exclusive and luxurious
collections, including Rare Rabbit and Rareism, that cater to both men's and women's
fashion preferences.
● Price: The brand should adopt a premium pricing strategy, reflecting the luxury and
exclusivity of its products.
● Place: The House of Rare should ensure its products are available in exclusive brand
outlets and multi-brand outlets, as well as through its own e-commerce platform for
maximum accessibility.
● Promotion: The brand can leverage digital marketing, social media, and influencer
partnerships to effectively communicate its brand message and engage with its target
audience.
2.Spykar

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STP of Spykar:
● Segmentation:
Spykar segments its market based on demographic factors such as age and lifestyle. The
brand primarily targets the youth and individuals with a vibrant and contemporary
lifestyle.
● Targeting:
The brand targets fashion-conscious young adults who seek trendy and casual clothing.
Spykar's products are designed to resonate with the needs and preferences of the youth.
● Positioning:
Spykar positions itself as a brand that offers stylish and affordable apparel for the youth.
The brand's product portfolio is designed to resonate with the youth’s needs.
4Ps of Spykar:
● Product:
Spykar offers a diverse range of trendy and casual clothing, including denim, shirts, t-
shirts, and accessories that cater to the fashion preferences of the youth.

● Price:
The brand adopts a competitive pricing strategy, offering its products at affordable prices
to capture a large consumer base among the youth.

● Place:
Spykar has a vast distribution network, including retail units of Exclusive Brand outlets,
multi-brand outlets, and large format stores. The brand's products are easily accessible in
cities as well as smaller towns.
● Promotion:
Spykar's marketing strategy includes a strong focus on digital marketing and social
media. The brand invests in Facebook advertising and maintains a strong presence on
platforms like Facebook and Instagram to engage with its target audience.
3.Siyaram Silk Mills
STP of Siyaram Silk Mills:
● Segmentation:
Siyaram Silk Mills can segment its market based on demographic factors such as age,
income level, and social status, as well as psychographic factors like lifestyle and
personality.

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 ● Targeting:
The brand targets consumers who value high-quality fabrics and apparel for various
occasions, including formal wear, casual wear, and special occasions. Siyaram Silk
Mills' products cater to a wide range of preferences and needs.
● Positioning:
Siyaram Silk Mills can position itself as a brand that offers high-quality fabrics and
apparel for various occasions, catering to consumers who appreciate premium textiles
and fashionable clothing.
4Ps of Siyaram Silk Mills:
● Product:
Siyaram Silk Mills offers a diverse range of fabrics and apparel, including shirting,
suiting, and garments made from blended fabrics such as viscose, lycra, cotton, wool,
linen, rayon, CVC, and yarn-dyed PC. The brand also offers home furnishing, uniforms,
children's clothing, and a women's line.
● Price:
The brand adopts a competitive pricing strategy, offering its products at affordable prices
while maintaining a premium image. Siyaram Silk Mills ensures its products are
available in various retail outlets, including multi-brand outlets and large format stores,
to maximize accessibility for its target audience.
● Place:
Siyaram Silk Mills has a strong distribution network, with over 170 branded showrooms
and more than 1,500 dealers and agents across India. The brand's products are also
available through its e-commerce platform.
● Promotion:
Siyaram Silk Mills has leveraged celebrity endorsements, such as those by Bollywood
actor Ranveer Singh and other high-profile brand ambassadors, to promote its menswear
brand. The brand has also invested in digital marketing and social media advertising,
with campaigns that have delivered thousands of impressions on platforms like Twitter
and achieved high reach on platforms like Instagram.
4.Koton
STP of Koton:
● Segmentation:
Koton can segment its market based on demographic factors such as age, income level,
and social status, as well as psychographic factors like lifestyle and personality.

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 ● Targeting:
The brand targets fashion-conscious individuals who seek trendy and casual clothing.
Koton's products are designed to resonate with the needs and preferences of the youth.
● Positioning:
Koton can position itself as a brand that offers stylish and affordable apparel for the
youth. The brand's product portfolio is designed to resonate with the youth’s needs.
4Ps of Koton:
● Product:
Koton offers a diverse range of trendy and casual clothing, including t-shirts, jeans, and
accessories that cater to the fashion preferences of the youth.
● Price:
The brand adopts a competitive pricing strategy, offering its products at affordable prices
while maintaining a premium image. Koton ensures its products are available in various
retail outlets, including multi-brand outlets and large format stores, to maximize
accessibility for its target audience.
● Place:
Koton has a strong distribution network, with over 500 stores in 29 countries. The
brand's products are also available through its e-commerce platform.
● Promotion:
Koton's marketing strategy includes a strong focus on digital marketing and social
media. The brand invests in advertising on platforms like Instagram and engages with its
target audience through influencer partnerships and other social media activities.

Primary data

This questionnaire has been designed to gather valuable insights and feedback from the
customers about the fashion market, aimed at enhancing our understanding of key aspects
related to Peter England. The questions in our questionnaire include:

1. What is your age range?

2. What is your gender?
3. What is your occupation?
4. On an average, how much do you spend on apparel per month?
5. How often do you purchase clothing and accessories?
6. Where do you usually shop for fashion items? Select all that apply?

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 7. Are you aware of Peter England
8. How did you come to know about the brand?
9. Have you ever purchased anything from Peter England?
10. What types of clothing do you typically buy?
11. What factors influence your choice of clothing brands? Select all that apply.
12. Do you prefer trendy or classic styles?
13. How would you rate the quality of Peter England products (with 1 being the least
rating and 5 being the highest rating)?
14. Have you visited Peter England's website?
15. How likely are you to recommend Peter England to a friend (with 1 being the
least likely and 5 being the most likely)?
16. What would encourage you to become a repeat customer?
17. How important is price when making a fashion purchase?
18. How important are sustainability and ethical practices in fashion to you?
19. Mention if and what other brands you prefer and why?

Data Interpretation
Occupations: advocate, college student, government officer, housewife, software engg, designer,
businessman, corporate employee, HR, operational manager, teacher.
Overall spending by customers per month is below
17 yrs - 4.76%, (18-24) yrs - 35.71%, (25-34) yrs - 35.71%, (35-45) yrs - 19.05% & above 46
yrs - 4.76%.
Almost 71.4% people are of age between (18 - 34) years out of which 9.5% people spend Rs
2000-5000, 7.2% spend upto Rs 2000 & 14.3% people spend less than Rs 2000.
The shopping platforms in which people usually use are E-commerce platform - 57.2%,
Physical store - 54.8%, Brand website - 14.3%.
By taking the feedback of people it came to know that people know Peter England
Advertisements/ Promotions - 47.1%, Family/friends - 35.3%, Social media - 14.7% & Others -
2.9%.
In case of Peter England 81% people aware about the brand and 19% are not aware, the average
spending per person is Rs 10000 - 20000 - 11.9%, Rs 2000-5000 - 19.05%, Rs 5000-10000 -
14.29%, Less than Rs 2000 - 26.19%, More than Rs 20000 - 7.14%, upto Rs 2000 - 9.52%.
People usually buy from Peter England Casual wear - 35.3%, Formal wear - 73.5%, Athleisure -
2.9%, Ethnic - 8.8%, Others - 2.9%.

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People encourages due to peter england because of quality - 70.6%, customer service - 35.3%,
affordability - 61.8%, loyalty programmes - 29.4%, ease of reach - 23.5%, flexible return policy
- 32.4%, product variety - 41.2%
The factors by which people influence clothing brand are price - 52.9%, quality - 82.4%, brand
reputation - 44.1%, sustainability - 8.8%, celebrity endorsement - 14.7%. The purchasing
frequency of customers are very frequent - 14.3%, frequently - 47.6%, occasionally - 28.6%,
rarely - 9.5%. As per customer preference 61.8% people prefer formal, 26.5% prefer casual
wear. The quality wise rating of Peter England products are (with 1 being the least rating and 5
being the highest rating) 3 - 12.1%, 4 - 51.5%, 5 - 36.4%.
The importance of price for fashion purchase not at all - 17.6%, somewhat - 55.9%, very -
26.5%

Data Analysis

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Based on the provided data and considering the target audience of Peter England, the following
digital marketing strategies can be suggested:

1. Age-based targeting: Focus on targeting individuals aged 18-34, as they make up a

significant portion of the customer base. Use social media advertising, search engine
marketing, and email marketing to reach this age group.
2. Emphasise quality and affordability: Highlight the quality and affordability of Peter
England products in digital marketing campaigns, as these factors are important to
customers.
3. Leverage customer feedback and reviews: Utilise customer feedback and reviews to
promote Peter England on social media platforms and other digital channels, as people
are influenced by family/friends and advertisements/promotions.
4. Focus on formal and casual wear: Since 61.8% of customers prefer formal wear and
26.5% prefer casual wear, Peter England can create targeted campaigns for each
category.
5. Offer promotions and discounts: Consider offering limited-time promotions and
discounts to encourage customers to make a purchase, especially for those spending less
than Rs 2000.
6. Implement a strong loyalty program: As 29.4% of customers are influenced by loyalty
programs, Peter England can create a robust loyalty program to encourage repeat
purchases and build customer loyalty.
7. Improve online presence: Enhance the Peter England website with high-quality product
images, detailed descriptions, and easy navigation to provide a seamless shopping
experience for customers.
8. Utilise influencer marketing: Collaborate with influencers in the fashion industry to
promote Peter England products and reach a wider audience.

In summary, Peter England can use digital marketing strategies to target the age group of 18-34,
emphasise quality and affordability, leverage customer feedback, focus on formal and casual
wear, offer promotions and discounts, implement a strong loyalty program, and improve its
online presence to attract and retain customers.

New Suggested STP

Segmentation

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Industry target audience- can be segmented in its market based on demographic factors such as
age, income level, and social status, as well as psychographic factors like lifestyle and
personality. Peter England primarily segments its market based on demographics like age,
income, and location. We are suggesting new segmentation based on Age. Focusing on targeting
individuals aged 13-17, as they make up a significant portion of the customer base. Analyze
purchase history, online behavior, and brand engagement to identify unique groups with
personalized needs. Consider segmenting based on interests, lifestyles, and values. For example,
tech-savvy professionals, environmentally conscious consumers, or fitness enthusiasts.
Targeting
While their new segmentation covers the age demographic, their primary target appears to be
targeting school kids who are wearing stylish formal, school wear, and for special occasions.
Newly launched Athleisure will have wider sports professionals school going young boys.
professionals seeking value-driven, stylish formal and office wear. Collaborate with relevant
influencers and partners to build brand affinity among niche groups. Also on social media
leverage data analytics to gain deeper customer insights and tailor marketing efforts.
Positioning
Peter England may position itself as a formal men's and boy's clothing brand offering
sophisticated yet affordable fashion. They emphasize quality, style, and value for the modern
Indian man. Differentiate offerings beyond affordability, highlighting aspects like innovation,
ethical sourcing, or sustainability.

Suggested New Marketing Strategies

As per findings, Peter England is lagging in Creative and Engaging Content on social media.
They need to move beyond traditional ads and Instead of just product shots, tell stories through
short videos, customer testimonials, and behind-the-scenes glimpses.
While leveraging social media wisely and Utilising platforms like Instagram and Facebook to
showcase brand personality, engage with the audience through polls and challenges, and
collaborate with relevant influencers.
Content beyond clothes and triggering the emotional connection. Also sharing informative and
engaging content beyond just fashion, like grooming tips, style guides, or interviews with
inspiring men.Experiment with content marketing and omnichannel strategies to reach specific
segments effectively. Embrace diverse and engaging content formats. Leverage data for
personalized experiences. Bridge the gap between online and offline presence. Explore

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emerging marketing trends and platforms. Consider offering personalized product
recommendations and targeted promotions.

Suggested Marketing Mix

Product

The range may comprise regular Newly launched Athleisure will have wider sports
professionals school going young boys wear.

● The designs that define boldly the style of the modern Indian man are modern, edgy, and
contemporary and the merchandising of the brand is well-orchestrated.
● Being a value format, delivering value introduced across all above categories starting
from athleisure at Rs 1600 right up to Formal shirts at Rs 2999.
● Formal wear-73.5 % they wear formal when they are meeting.
● Focusing on targeting individuals aged 13-17 age.
● Quality and price: low to mid-priced range quality increases as the brand changes
segment to Peter England Blue range or Peter England.

Price

Strategic pricing for different segments: Offer competitive prices for entry-level lines while
maintaining premium pricing for high-quality fabrics and tailoring.

Clear value proposition: Highlight the quality, Landon heritage & props, and craftsmanship of
Peter England products to justify premium pricing.

Place

Omnichannel presence: Strengthen the online store with a user-friendly interface, personalized
recommendations, and seamless integration with physical stores.

Expand store network: Target strategic locations in metropolitan and tier-2 cities to increase
brand accessibility.

Promotion

Targeted digital marketing: Utilize social media platforms, influencer collaborations, and
personalized email campaigns to reach specific customer segments.

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Content marketing: Create engaging blog posts, videos, and social media content showcasing
styling tips, trends, and stories behind the brand.

Collaboration with influencers.

24
Conclusion

In conclusion, the data analysis suggests a comprehensive set of digital marketing strategies
tailored to Peter England's target audience. By honing in on individuals aged 13-17, the brand
can maximise its reach through social media advertising, search engine marketing, and email
campaigns. The emphasis on promoting the quality and affordability of products aligns with the
preferences of the customer base.

The incorporation of customer feedback and reviews into promotional efforts acknowledges the
significant impact of social influence on purchasing decisions. Recognizing the preference for
both formal and casual wear, targeted campaigns for each category can effectively capture the
diverse interests of the customer base.

The recommendation to offer promotions and discounts, especially for customers with lower
spending thresholds, aligns with consumer behaviour and can serve as a potent incentive for
purchases. Furthermore, the proposed implementation of a robust loyalty program aligns with
the substantial portion of customers influenced by such initiatives, fostering repeat business and
brand loyalty.

To strengthen its online presence, Peter England is advised to optimise its website with high-
quality visuals, detailed product descriptions, and user-friendly navigation, contributing to an
enhanced shopping experience. Collaborating with influencers in the fashion industry presents
an opportunity to expand reach and connect with a broader audience.

In summary, the outlined digital marketing strategies, encompassing age-based targeting,

product emphasis, social proof utilisation, category-specific campaigns, promotional tactics,
loyalty programs, and online optimization, collectively position Peter England to attract, engage,
and retain its target customers in the competitive digital landscape.

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