Peter England Presentation- Dipti Patel
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Transcript of 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
A/W14
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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