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The journey began here…
• Peter England is a clothing and apparel brand founded in 1889 in town of Londonderry, Ireland. The company has made the clothing range for British Military for their wars and contributed in the national security. It has exclusive range of suits, shirts and trousers etc. In 1997, it was launched in India and made a different style statement in the country. Firstly it sold shirts in India and with a high success the brand soon gained high market value and reputation. Peter England gives a different touch to your formal side. • Peter England is the largest menswear brand in India with over 5 million garments sold every year. First launched by Madura Fashion & Lifestyle (then known as Madura Garments) in the mid-price shirt segment in 1997, the company acquired the world rights for the brand in the year 2000. Today, Peter England has a strong national presence with 569 exclusive stores and over 1600 multi-brand outlets in more than 200 towns.
• Peter England is universally accepted amongst its millions of consumers for its standardised fits, superior quality, wide range and 'fashion-right' styles in its segment, making it the most trusted brand amongst consumers in the readymade apparel category.
With offerings in the mid-priced value for money range, Peter England brings formal wear for young men in the early years of their career. The product assortment includes shirts, trousers, suits, blazers and accessories for everyday and special occasions.
In keeping with the fast evolving market scenario, Peter England has come up with a slew of initiatives 1. Product Level: Peter England is now a complete wardrobe solutions brand with a portfolio comprising of a. Peter England Elements (casuals and jeans lifestyle) b. Peter England Elite for the premium consumers (fine crafted formals) d. Peter England Party Wear e. Peter England Sporty collection The brand has made a conscious attempt to capture its consumers by addressing the various requirements of its consumers that he might want to shop. This insight has come through a 18 month long consumer survey that the brand engaged to understand the dressing habits of its core consumers. 2. Retail Level : Peter England Exclusive stores are well designed with a unique shopping experience. Well trained and groomed staff serve customers that will delight the customers. Visual Merchandising plays a critical role in retail stores and Peter England balances merchandise and the comfort level of shopping of consumers. 3. Marketing Plans : a. Launch of Brand Ambassador The brand for the first time in its history has roped a national level celeb as its brand ambassador who will connect with the common man for its self belief and strong values. Siddharth of Rang De Basanti fame has the ability to be relatable as well as aspirational to millions of young Peter England consumers. At the same time he is the right personification of the core values of Peter England. b. Launch of New TVCs The credo of all forthcoming Peter England communication will be to capture a young Indian’s spirit of hope and self-belief that enable him to move forward in every step of the way. In order to succeed, he must first believe that he can. Self-belief inspires him to do what he feels is best, not what the world tells him to do. In fact, the depth of his belief and the strength of his conviction determine all that he gains in life. The robust campaign that addresses this young Indian will be seen across TV, print, outdoor, digital & its extensive range of over 2000 retail outlets.
Men Shop Differently: For men, shopping activity is more functional than emotional, and the purpose is to solve a problem or meet a need. To them, the priority is convenience and most of all that their ability to make informative decision is met. While the job market for men has recently improved, the lasting effects of the recession have altered the traditional "provider" paradigm. With that, the new chief buyer in the typical household is the man of the house. With the rise of the "mansumer" comes a whole new set of potential seed changes in advertising, purchase patterns and common marketing practices. Men, especially between the age of 18 – 25 years are either studying or have just started working. They are adults with a certain vision and have their personal preferences. They are aware of the ever-changing world around them and are in sync with new developments through he virtual media. Social, virtual presence and peer groups are their important elements. A definite monetary freedom is there and hence they have the ability to make their respective ends meet.
• With respect to the changing markets and trends, men are today looking for versatile and easy-care pieces. • Various brands are offering extensive line of options in sync with the global trends and tastes of the consumers. The range of price points are also kept in consideration with different sub-brands/collections offered. • Consumers prefer to shop at places where the merchandize is easily accessible, quick selection and less hassles of hunting complementing pieces. They like stores whose VM has properly styled displays which helps them to make quick decisions of what they actually want and the look they have in mind. • Facilitating shopping at a click, various online portals have gained huge acceptance among the male shoppers who don’t have to worry about parking, long queues and salesman questionnaire. • Men have become brand conscious and are in touch with latest trend updates as well. Peer and social preferences have a considerable influence on what they buy and wear.
Position and Benchmarks for Peter England
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ITC's John Players offers a complete fashion wardrobe to the male youth of today. The brand stands for style, charisma and attitude and brings them into your wardrobe with its vibrant yet relaxed collection. Incorporating the most contemporary trends with a splash of youthful energy, playful styling & trendy collections, John Players knows the pulse of the youth and offers clothing for the discerning youth. Offering vibrant wardrobe essentials spanning across Formal wear, Casual wear, Party wear, Jeans & Accessories, John Players has everything that appeals to the new generation. Wearing their heart on their sleeves and splashing their attitude on their clothes, the youth knows exactly what they want. With the coolness quotient being an inseparable part of its genes, the young generation strives for wearing this attitude that is reflected in their clothes, in their way of being, and most importantly in the brand they admire. John Players, the leading fashion brand for the Indian Youth, reflects this attitude – Play It Up!
Indian Terrain Fashions Ltd. is one of the leading brands of choice in premium casual wear for men. Having opened its first store in September 2000, the company was listed in 2011, following a demerger from its parent company. Our range of Mens apparel includes Shirts, Trousers, T Shirts, Shorts, Mufflers, Knitwear, Jackets, Denim, Boxers and Socks and we will soon be looking to venture into accessories as well. With a turnover of around Rs.200 Crores, the company today retails across the country through more than 700 Multi Brand Outlets, 130 doors of Large Format Stores, 98 Exclusive Brand Outlets as well as being available through online stores.
As one of the world’s leading premium lifestyle brands, Tommy Hilfiger delivers superior styling, quality and value to consumers worldwide. The brand celebrates the essence of Classic American Cool and provides a refreshing twist to the preppy fashion genre. Since its debut in 1985, the Tommy Hilfiger Group has become a US$ 4.6 billion apparel and retail company by offering consumers a breadth of beautifully designed, high quality products including men’s, women’s and children’s apparel, sportswear, denim, and a range of licensed products such as accessories, fragrances and home furnishings. Tommy Hilfiger today has become a global brand with strong recognition and a distribution network in over 90 countries
The HUGO BOSS Group is one of the world market leaders in the premium and luxury segment. The Group focuses on developing and marketing high-end women’s and men’s fashion and accessories. With its brand world including the BOSS core brand, the lines BOSS Orange, BOSS Green and the progressive brand HUGO, HUGO BOSS targets different, clearly defined consumer groups. The brands cover an extensive product range consisting of classic-modern business wear, elegant evening wear and sportswear, shoes and leather accessories and licensed fragrances, eyewear, watches, children’s fashion, motorcycle helmets, mobile phones, mobile accessories and home textiles.
John Players and Indian terrain give a tough competition to Peter England in the domestic market. Product mix, campaigning and price range is almost similar, giving potential customer an option to choose either of these. The face of the brand are equally dashing and young heart-throbs.
With international standards, Hugo Boss and Tommy Hilfiger denote and sets benchmark for Peter England’s vision. • The Hugo Boss brands epitomizes authentic, understated luxury. The men’s collection offers modern, refined business- and eveningwear along with sophisticated casual looks and premium sportswear for after work. Hugo Boss’s collection of Boss( premium formal wear), Boss Orange (urban casualwear) and Hugo(progressive looks with an edgy urban attitude) are epitome of fine craftsmanship and luxurious feel along with youthful appeal. • Tommy Hilfiger's "classic American cool" lifestyle delivers "preppy with a twist" designs that appeal to a diverse range of consumers globally, as does its accessible, premium position. The preppy look quickly became the label’s signature. The brand's style encompasses the look of well-bred, chic and sporty young men, and has established must-have classic looks including blazers worn over Oxford shirts and paired with either navy, beige or red chinos.
Design Concepts A/W’14
MEN AT WORK
Young, dynamic and rough, with a dash of sporty and vintage touch the story is inspired by the new class of working professionals who do not abide by the conventional.
Remixing nostalgic shades of sepia and indigo in continuation with the shades grey. Easy, smart-casual look that portrays a firm character with a young note, giving those business meetings a new, benchmark work wear. A blend of washed denims, chambrays, and wool blend blazers .
The Look – Smart- casual, majorly denim oriented separates, rugged feel with a laid-back styling .
A look for newly joined interns.
A more sophisticated, business-oriented look.
Print and pattern variations with a base colour of dark greys instead of whites.
Pocket variations, panelling and yoke detail and mock pockets with flaps.
What is it that really matters, as we throw the societal taboos and challenge the conventional to get back the essence? The zesty, urban youth has the urge to travel and explore new arenas for himself, whether for work or to find his passion. A well put-together look with hints of rugged tones lends a fine youthful appeal. Pale brown tones with rust orange and forest green accents evoke a notion of multiplicity in natural environment. Warm and wool blend fabrics, flannel and plaids, tweed outerwear.
The Look – layering is the key, whether with a scarf, waistcoat, jackets or a blazer .
The business trip look
Countryside weekend look, you explore your passion for adventure with your buddies.
Variations in print and design details.
Details at the back collar, hem foldups, cuff and pocket.
Tabs at the shoulder with a patch
Multiple stitch details and double, buttoned patch pockets with contrast cuffs.
THE GAME CHANGER
He has a distinct vision for sharp and precise details. He works as if he has to win over the deadlines with smart tricks and in a way that is most beneficial to him. Calm, cunning and proactive, he misses no chance to turn the tables on his side . Clean, impressive and a structured look. Slate grey, navy with accents of wine and teal add depth to simplest of finishes. Luxurious, rich fabrics, hint of a sheen and cotton and polyester blended pieces.
The Look- Sharp, clean and structured.
Print, pattern and fit variations
Panelling, accent details and contrast collars.
Collar and placket variations, pocket placement and fit manipulations.
KEY ITEMS Shirts with multiple details Tapered bottoms Hooded jackets Zippered outerwear Crop jackets
Basic tee and denims
Wool blend blazer and well fitted formal trousers
Printed, coloured and solid bottoms
Date Season Style A/W 2014 PEJASH01
Fabric Colour Trim
Cotton Olive Green Metallic button, twill tape
SPI- 2.5 Details- Contrast fabric at patch pocket Embroidered branding at back yoke Contrast and multiple stitch details
Peter England is brand for youth, hence gaining visibility among the masses comes easy with social media. Along with conventional campaigning techniques – print and visual media, promoting through in-store activities will help pull customers to the stores. In-Store Promotion - Customer can do the purchase and then can be requested to style his look with what he shopped with Peter England accessories arranged separately for this activity. He can display his picture on the Style Bulletin kept in the store( can either be manual board or a LCD screen) . Customers can be requested to vote for their favourite pick. This will motivate others to try out the same process, ask their friends to visit the store and vote for them, enhancing in-store visitors and eventually increasing sales. The accessories also gain customers notice, where they can browse and style their looks, and if they fall in love with the look- the accessories are also on the bills! Social Media – Customers can be asked to upload their images on Peter England online portal/social media page- unique shoots, styling or even a campaign tagline. Best ones will be given surprise or for-sure gifts. More hits, likes, and page visitors-more visibility, publicity and recognition among the new customers.
1.Strengths Extensive range of office and casual wear Good quality label and branding Contemporary designs, colors and price Wide distribution , easy availability Well-orchestrated merchandising High market viability Use of latest information technology for collaborative planning , forecasting and replenishment
Product knowledge of the store persons is lower. Very few customer prefers to go for specialty store (may be brand loyal customers only). So specialty store format sometimes leads to lower sales. Pre- and Post- purchase uncertainty and anxiety over fit,quality, shrinkage, durability etc. because of readyade garments 3.Opportunity
Large educated and working class available in pune is one of the opportunities because their target market itself is youth. They can also go for brand extension and store extension. Increased disposable income of the working class.
4.Threats Belief of Indian consumers-“ Premium shirt brands were “overpriced, good quality product at a high price” Threat from the local vendors and other big players.