Peter England : Honestly Impressive

Brand : Peter England

Company: Madura Garments
Agency: Mudra

Can you sell a product without any marketing gimmick, no film actors telling you
that the brand is his secret of success, no hypes or hoopla or in other words can
you sell a product honestly?

Peter England is a brand that tries to do just that and that too successfully.
Launched in the year 1997, this brand has captured the Indian middle class mind.
That too honestly.
Peter England as a brand has a rich heritage. It began in the year 1885 when
foundation was struck for 5 storied building in Ireland. In 1888 Peter England
factory came in to being. It was during 1889-1902 that the company expanded
when it got the order for outfits for British soldiers for the Boer war. The order
was large and it demanded quality merchandise at Honest –to- goodness price.

The brand came to India in 1997. During that period there was a huge potential
for a mid segment shirts in the 60mn pieces Indian shirt market. The industry
was dominated by in store brands and the consumers have to painstakingly check
for the right shirt. The then owners of Peter England (Indian Rayon) wanted to
tap this segment. Thus evolved the idea of a brand that aims to shorten the
buying process of the consumer.

Research also revealed that the consumers perceived premium shirts as

overpriced and there was a need for such a national brand. Also another insight
was that the market had a perception that good things happen to people who
 wear good clothes.

Peter England was initially positioned as an “Honest Shirt”. It was a very precise
campaign that categorically told the TG that the brand is of good quality and
honest- to – goodness price. The strategy clicked and has to click because the
product was very good and the price was excellent. It just fit in to ones budget.
The TG for the brand was the 24-28 ambitious and career oriented youth.
In order to make sure that the excitement remains, Peter England came out with
various ranges and varieties of shirts. The brand also extended to trousers with
the same positioning. Although some of the variants like English Cottons
compromised on quality , the brand still enjoys a good equity in the TG’s mind.

In 2002 the brand made a slight makeover. The positioning changed to “Honestly
Impressive”. The aim is to make the brand more than just value for money
proposition but also as a lifestyle brand. It has maintained its value proposition
unchanged.

Peter England is a brand that clearly shows a marketer that it is possible to sell...
Honestly.

Peter England unveils new premium brand for the first time in
India
Peter England, the largest selling shirt brand in Inida, announced its foray in the
premium segment. `Peter England Elite' the premium brand seeks to capture a new
audience.
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Bangalore, Karnataka, IND, 2007-10-01 14:01:00 (IndiaPRwire.com)
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Peter England, the largest selling shirt brand inIndia, announced its foray in the
premium segment. `Peter England Elite’ the premium brand seeks to capture a
new audience.
Peter England in a strategic move to increase its market share launched `Peter
England Elite’ targeted at the young and successful professionals who have
achieved success early in life.
Peter England Elite offers a premium and internationally styled collection with its
exciting range of shirts and trousers designed with the finest quality of fabrics,
contemporary cuts with superb fits and soft and bold colours that brings in freshness.
Speaking on the launch of the new brand, Mr Vikram Rao, Director, Aditya Birla
Management Corporation and Business Head, Textiles and Apparel Business, Aditya
Birla Nuvo said, “Peter England has a proven track record for creating new success
stories. With the launch of Peter England Elite, we believe this strategic move will
take the brand to a new high. As part of our strategy, we will offer premium quality,
internationally styled garments that meets with the growing consumer’s demands.”
An exclusive collection of Peter England Elite is targeted at the mid and premium
audience who are the young office goers and the dynamic entrepreneurs who are
high on ambition, attitude and spirit! The Peter England Elite consumer has an
assured sense of self confidence and works with ease and success despite the fact
that he is unassuming and unpretentious. He believes in himself and is proud to be
who he is.
The garments styles and designs are contemporary, drawing inspiration from
European designs while blending them with the Indian sensibilities. The shirts are
made from 100% high-end cotton while trousers are offered in poly viscose, poly
wool modal and 100% wool.
Mr Aloke Malik, President, Peter England Fashions & Retail Ltd. says “Soaring
ambitions of young professionals today create a desire to look and feel good. This
innate requirement is symbolic of what Peter England Elite stands for and what the
brand promises to offer. Peter England Elite is a toast to the young consumer’s
progression in life”.
The newly launched Peter England Elite is re-engineered to make the wardrobe
more appealing and exciting to the younger audience who prefer the slimmer
silhouettes look as well as a nice snug fit. The contemporary cuts and fits for the
shirts and trousers have been refined to give the consumers not only the comfort but
the style that complements his personality.
The brand has introduced various innovations such as

• Detachable collar bones in shirts,

• Double fused skin and patch on collar for a clean roll with high end interlining
in shirts, lined waist bands and piped in seams for trousers.
 • Moreover, the main label on the shirt is now double-folded to avoid harsh
edges
• Buttons are shanked for ease of buttoning.
• The packing of shirts is made more simpler with the exclusion of pins in the
process.

The premium wear shirts’ range starts from Rs 995 to Rs 1195, while trousers start
from Rs 1096 to Rs.1395. Peter England Elite will be available at Peter England
Flagship stores as well as select multi brand outlets and franchises stores across the
country . Peter England Elite is being launched in the two metros Delhi and Mumbai
and mini metros - Bangalore, Pune and Nagpur. The brand plans to cover its
distribution network throughout the country very shortly.
- End -
About Madura Garments
Madura Garments is a unit of Aditya Birla Nuvo. A leading Indian apparel and retail
company for leading brands such as Louis Philippe, Van Heusen, Allen Solly, Allen
Solly’s Woman’s Wear and Peter England. The company plays a significant role as a
preferred global supplier for international brands such as Esprit, Marks & Spencers,
Tommy’s Hilfiger, Polo, Ralph Lauren and several other discerning buyers. The
company has a network of exclusive stores/ department chains and premier multi
brand outlets both within and outside India. Madura Garments also distributes its
brands through its own retail outlets Planet Fashion and Trouser Town

Madura Garments launches Peter England trousers

By Our Staff Correspondent

MUMBAI, APRIL 17. Madura Garments has launched its range of Peter England
trousers in Mumbai. This forms part of the company's vision to continually enhance its
leadership position in the branded apparel market.

Mr. Vikram Rao, group executive president, (fabric & apparel), said all of Madura
Garments' brands aimed at providing the best value to discerning customers in terms of
fashion, design, quality and image.

According to Mr. Rao, ``We needed to accelerate our current pace and strengthen our
brands to stay in the forefront and sustain our leadership position. Hence, the foray into
the trouser segment. It is our intent to make Peter England a leading men's wardrobe
brand. The logical extension in the foreseeable future will be jackets and blazers,
followed quickly by suits. Peter England aspires to be a Rs. 200 crore brand in the next
three years.''

To launch Peter England trousers, Madura Garments undertook a major test marketing in
Pune, rolling it across all retailers in the city. Based on this, the national roll out has been
planned. The company plans to sell more than 3 lakh trousers in the coming year. The
Peter England brand is slated to contribute to nearly 20 per cent of Madura Garment's
sales for the year ending 2002 of which the trouser segment will constitute 5 per cent.

Over the last year, Peter England has increased the number of its showrooms from 68 to
104 and 6 Peter England megastores have been opened. These are in the metros such as
Delhi, Calcutta and mini metros such as Bangalore and Pune. A megastore in Hyderabad
is in the offing.

Madura Garments enjoys a leadership position in the premium brands in shirts, with its
market share over 36 per cent, while in the premium trouser sector it is 30 per cent. In the
popular brands, it enjoys a 10 per cent market share in shirts and 8 per cent in trousers.
Madura Garments expects to clock in a sales turnover of Rs. 340 crores for the year
ending March 2001.

Peter England aims to impress, `honestly'

Our Bureau

NEW DELHI, Oct. 25

FROM being an "Honest shirt" in 1997, Peter England, an apparel brand

from Madura Garments, is now transforming itself into a "Honestly
impressive" multi-product brand.

This brand generated revenues of about Rs 150 crore in the last fiscal and
about 30 lakh shirts were sold under this brand name. The "Honestly
impressive" catch line, which is being communicated in the brand's new
advertising campaign, is aimed at presenting a new face of the brand.
"There is no change in the positioning. There is a small shift in the
communication. We don't want the brand to be unidimensional and known
for its value for money benefits. We also want the customer to feel that
wearing Peter England makes him look attractive and is part of the latest
international design," says Mr Ashish Dikshit, General Manager,
Marketing, Madura Garments.

Mr Dikshit was in the Capital to announce the launch of three new

collections of Peter England — Everfresh and Dazzlers in the shirt
category and "Satin" trouser collection. According to him, the brand is
currently positioned as a menswear brand targeted at 25-28 year-olds
who are ambitious and want to make it big in their careers.

The Everfresh collection of shirts, priced in the range of Rs 495-Rs 595,

has been manufactured using "purista" technology developed and
patented by Avisia Chemical Co based in the UK. "The shirts in this
collection have anti-microbial characteristics. These shirts promise to
keep the wearer fresh even in the most humid conditions," Mr Dikshit
said.

The Dazzlers collection has been designed for the current festive season.
Priced in the range of 495-Rs 595, this collection has been drawn from
bold, bright colours, with a predominance of yellows, reds and oranges.
"The Dazzlers collection will not be available after the festive season. But
the Everfresh collection is a long-term bet from Peter England," Mr Dikshit
said.

The "Satin" trouser collection, priced at Rs 795, would be available in a

range of 15 colours such as aqua blue, army green and ivory.