Peter England Presentation- Dipti Patel

7/30/2019 Peter England Presentation- Dipti Patel

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Concept Presentation

A/W 2014


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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.


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USP

Peter England is universallyaccepted amongst its millions ofconsumers for its standardised fits,superior quality, wide range and'fashion-right' styles in its segment,

making it the most trusted brandamongst consumers in thereadymade apparel category.

With offerings in the mid-priced valuefor money range, Peter England bringsformal wear for young men in the early

years of their career.

The product assortment includesshirts, trousers, suits, blazers andaccessories for everyday and specialoccasions.


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Initiatives

In keeping with the fast evolving market scenario, Peter England has come up with a slew of initiatives -

1. Product Level: Peter England is now a complete wardrobe solutions brand with a portfolio comprising ofa. Peter England Elements (casuals and jeans lifestyle)b. Peter England Elite for the premium consumers (fine crafted formals)d. Peter England Party Weare. 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 coreconsumers.

2. Retail Level : Peter England Exclusive stores are well designed with a unique shopping experience. Well trained and groomed staff servecustomers that will delight the customers. Visual Merchandising plays a critical role in retail stores and Peter England balances merchandiseand 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 itsself 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 Indians spirit of hope and self-belief that enable him tomove 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 retailoutlets.


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Market Research

Men Shop Differently: For men, shopping activity is more functional thanemotional, 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 informativedecision is met.

While the job market for men has recently improved, the lasting effects of therecession have altered the traditional "provider" paradigm. With that, the newchief 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 theirpersonal preferences. They are aware of the ever-changing world around themand are in sync with new developments through he virtual media. Social, virtualpresence and peer groups are their important elements. A definite monetaryfreedom is there and hence they have the ability to make their respective endsmeet.


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With respect to the changing markets and trends, men are today lookingfor versatile and easy-care pieces.

Various brands are offering extensive line of options in sync with theglobal 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 easilyaccessible, quick selection and less hassles of hunting complementingpieces. They like stores whose VM has properly styled displays which helpsthem to make quick decisions of what they actually want and the lookthey have in mind.

Facilitating shopping at a click, various online portals have gained hugeacceptance among the male shoppers who dont have to worry aboutparking, long queues and salesman questionnaire.

Men have become brand conscious and are in touch with latest trendupdates as well. Peer and social preferences have a considerable influenceon what they buy and wear.


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Position and Benchmarks for Peter England


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The time was just right. As the

shifted its allegiance towards casual

even while going to work

England launched PE Jeans. Adedicated to understanding the cha

needs and lifestyle of the youth of to

Catering to a group that constantly v

toward the new, meant contin

evolution. And in keeping with the lnational and international market tr

in terms of - design, hue, pattern

fabrics, PE jeans today stands firm

on its way to become a leader in

fashion worldwide.


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ITC's John Players offers a complete fashion wardrobe tothe male youth of today. The brand stands for style,charisma and attitude and brings them into yourwardrobe with its vibrant yet relaxed collection.Incorporating the most contemporary trends with asplash of youthful energy, playful styling & trendycollections, John Players knows the pulse of the youth

and offers clothing for the discerning youth. Offeringvibrant wardrobe essentials spanning across Formalwear, Casual wear, Party wear, Jeans & Accessories, JohnPlayers has everything that appeals to the newgeneration.

Wearing their heart on their sleeves and splashing theirattitude on their clothes, the youth knows exactly whatthey want. With the coolness quotient being aninseparable part of its genes, the young generation strivesfor wearing this attitude that is reflected in their clothes,in their way of being, and most importantly in the brandthey admire. John Players, the leading fashion brand forthe Indian Youth, reflects this attitude Play It Up!


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INDIAN TERRAIN

Indian Terrain Fashions Ltd. is one ofthe leading brands of choice in premiumcasual wear for men. Having opened itsfirst store in September 2000, thecompany was listed in 2011, following ademerger from its parent company. Our

range of Mens apparel includes Shirts,Trousers, T Shirts, Shorts, Mufflers,Knitwear, Jackets, Denim, Boxers andSocks and we will soon be looking toventure into accessories as well.

With a turnover of around Rs.200Crores, the company today retailsacross the country through more than700 Multi Brand Outlets, 130 doors ofLarge Format Stores, 98 ExclusiveBrand Outlets as well as being availablethrough online stores.


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TOMMY HILFIGER

As one of the worlds 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 mens, womens and childrens 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


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The HUGO BOSS Group is one of theworld market leaders in the premium

and luxury segment.

The Group focuses on developing and

marketing high-end womens and mens

fashion and accessories. With its brandworld 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-modernbusiness wear, elegant evening wear and

sportswear, shoes and leather

accessories and licensed fragrances,

eyewear, watches, childrens fashion,

motorcycle helmets, mobile phones,

mobile accessories and home textiles.


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John Players and Indian terrain give a tough competition to Peter England in thedomestic market.

Product mix, campaigning and price range is almost similar, giving potential customeran option to choose either of these. The face of the brand are equally dashing andyoung heart-throbs.

With international standards, Hugo Boss and Tommy Hilfiger denote and sets benchmarkfor Peter Englands vision.

The Hugo Boss brands epitomizes authentic, understated luxury. The mens collectionoffers modern, refined business- and eveningwear along with sophisticated casual

looks and premium sportswear for after work. Hugo Bosss collection of Boss(premium formal wear), Boss Orange (urban casualwear) and Hugo(progressive lookswith an edgy urban attitude) are epitome of fine craftsmanship and luxurious feelalong 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 labels signature. The brand'sstyle encompasses the look of well-bred, chic and sporty young men, and hasestablished must-have classic looks including blazers worn over Oxford shirts andpaired with either navy, beige or red chinos.


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Design Concepts

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Client Board


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MEN AT WORK

Young, dynamic and rough,

with a dash of sporty andvintage touch the story is

inspired by the new class of

working professionals who

do not abide by the

conventional.

Remixing nostalgic shades ofsepia 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 anew, benchmark work wear.

A blend of washed denims,

chambrays, and wool blend

blazers .


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The Look Smart- casual, majorly denim oriented separates, rugged feel with alaid-back styling .


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A look for newly

joined interns.


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A more sophisticated, business-oriented look.


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Print and pattern

variations with a basecolour of dark greys

instead of whites.


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Panel detailing


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Pocket variations,

panelling and yoke

detail and mock

pockets with flaps.


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LUXE EXPLORER

What is it that really matters, aswe 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 hintsof 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.


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The Look layering is the key, whether with a scarf,

waistcoat, jackets or a blazer .


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The business trip look


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Countryside weekend look, you explore

your passion for adventure with your

buddies.


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Variations in print and

design details.


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Details at the back collar, hem fold-

ups, cuff and pocket.


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Tabs at the

shoulder with a

patch

Multiple stitch details

and double, buttoned

patch pockets with

contrast cuffs.


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THE GAME CHANGER

He has a distinct vision forsharp 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.


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The Look- Sharp, clean and

structured.


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Print, pattern and fit variations


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Panelling,

accentdetails and

contrast

collars.


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Collar and placket variations, pocket placement and fit

manipulations.


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KEY ITEMSShirts with multiple

details

Tapered bottoms

Hooded jackets

Zippered outerwear

Crop jackets

Plaid


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Basic tee and denims

Wool blend

blazer and well

fitted formal

trousers

shirts

Printed, coloured

and solid bottoms

Semi-Casual

Blazer

Washed

Denims


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Date Fabric Cotton

Season A/W 2014 Colour Olive Green

Style PEJASH01 Trim Metallic button, twill tape

SPI- 2.5

Details- Contrast fabric at patch pocket

Embroidered branding at back yoke

Contrast and multiple stitch details


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MARKETING

TAGS

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 PeterEngland 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.


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Swot Analysis

1.Strengths

Extensive range of office and casual wear

Good quality label and branding

Contemporary designs, colors and price

Wide distribution , easy availability

Well-orchestrated merchandising

High market viability

Use of latest information technology for collaborative planning , forecasting and replenishment

2.Weakness

Product knowledge of the store persons is lower.

Very few customer prefers to go for specialty store (may be brand loyal customers only). So specialty store format sometimes leads

to lower sales.

Pre- and Post- purchase uncertainty and anxiety over fit,quality, shrinkage, durability etc. because of readyade garments

3.Opportunity

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

Increased disposable income of the working class.

4.Threats

Belief of Indian consumers- Premium shirt brands were overpriced, good quality product at a high price

Threat from the local vendors and other big players.


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Thank You

Dipti Patel

Documents

Peter England Presentation- Dipti Patel