Men are invariably associated with crisp shirts and trousers for formal as well as casual wear (not that men have a lot of variety in fashion anyway). But when it comes to the picking of their attire of the day, Indian men are pretty peculiar with what they look like. And their fashion statement speaks of a handful brands which have made their way into the big Indian market. Peter England is one of those. Here are some facts as to why Peter England is a popular choice amongst the Indian men :
Peter England was established in Ireland and in 1997 it was launched in India by Madura Fashion & Lifestyle (earlier known as Madura Garments) in the mid-price shirt segment.
The company acquired the world rights for the brand in the year 2000.
Peter England’ positioned themselves through “Honest shirt campaign”and it made them very popular.
Peter England is the largest menswear brand in India.
Peter England has 643 stores and over 1600 multi-brand outlets in more than 300 towns and also available at top online shopping sites.
They identified customer’s need for brand + Product imagery.
Product range includes regular office wear, special occasion wear and casual wear.
Price is maintained in such a way that it ensures that 65% of the brand offering is below MRP 500 through ‘core range’.
For promoting its products they use vernacular media, press and tv media, print media as well as right brand association through sponsorships.
Distribution is done through monthly advance ordering to address the retailer needs in terms of the design-size-style preference etc.
The brand’s communication has moved from telling the consumer from “what the brand is” to “what the brand does”.
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