Peter England

Attitude: Affordable Quality brand for formal wear. Reason:

Initial range limited to formal wear. Positioned itself in the medium price range market and created an honest brand image providing consistent quality. Thus, consumers attitude about Peter England is confined to its formal wear range and even loyal customers prefer other brands over Peter England when it comes to casual wear.

New Communication Strategy

Cognitive Component:
Implement greater visibility of its extended product line, including casuals and party wear.
Prominent displays in stores. Increased advertisement.

Adopt a versatile brand ambassador who can project the multi-faceted image of the brand.
Showing the same person in advertisements for its formal as well as casual range would change consumers beliefs as well as shift the importance of the brand to a more complete image.

 Affective Component:
Repetitive exposure of the consumers to the multi-faceted offerings of the brand projected via the same brand ambassador would change the attitude of the consumers. Sponsor events that align with the desired brand image .

Behavioral Component:
Identify celebrities, sportspersons and youth icons that can act as thought leaders and obtain their expert endorsement through wearing the brands products in public events and on screen.