NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

RAEBARELI

DEPARTMENT OF FASHION MANAGEMENT STUDIES

BATCH : 2023- 2025
FASHION BUSINESS RESEARCH
FASHION MARKETING
END - TERM JURY
PETER ENGLAND
PRESENTED TO:
Mr. Amitava Choudhary, Associate Professor
Ms. LIPI SINGH, Assistant Professor
Mr. Vishnu prathap, assistant professor
PRESENTED BY:
Himanshu (MFM/23/929)
Kaustubh Palakvyom (MFM/23/696)
Mandeep Singh (MFM/23/1042)
Prakhar Mishra (MFM/23/1096)
Rishi Sisodia (MFM/23/716)
Sakshi Sethi (MFM/23/662)
Swati Vishwakarma (MFM/23/624)
BEGINING OF GOOD THINGS
ABOUT THE BRAND
Peter England is a menswear brand that has its roots in
Ireland .

The brand entered the Indian market in 1997 and rapidly

gained popularity for its affordable yet stylish formal wear.

Following its acquisition by the Aditya Birla Group in 2000,

Peter England has become a reputable and well-known name
in India, offering high-quality clothing at affordable prices.

With more than 1,050 exclusive stores throughout India and a

robust online marketplace, Peter England has built a
commanding presence in the region.

A LEGACY OF STYLE
S Segmentation Demographics:
T Age(25-45), Income,
P Location

O
F
Behavioral: Geographic
P Online shoppers Segmentation Tier 1 Cities :
Brand loyalists Store

E Occasional buyers
Marketing

T
Tier 2 & 3 Cities :
E Store
Marketing

R
Psychographics:
Aspirational professionals
E Fashion-conscious men
Value-conscious consumers
N
G
Substantiality: The middle income segment is large, Peter England now considers high income level segment.
L
Identifiability Measurability: The segment is identifiable.
A
Accessibility: The middle and high income groups have access to marketingmix (televisions, Newspapers, hoardings etc).
N Responsiveness: The price ranges available are economic, mid-price and premium
D
S Targeting
T
P

Targets both middle income and high income men.

O
f
It targets only male population of a particular age group.
Young executives segment between age group25-28 years.
P Anyone looking for casual and formal international style at affordable
E pricepoints entry into premium segment.
T
E
R
Location: Urban and semi-urban areas, with a strong presence in major cities and
E metropolises.
N
G
L
A
N
D
S Positioning
T
P

O
Brand Image:
f Value Proposition:
Peter England is positioned
P "Sophisticated and as a reliable, trustworthy
E affordable menswear brand offering quality and
T for the modern style at accessible prices. It
E professional." emphasizes international
appeal, contemporary
R
designs, and professional
attire.
E
N Differentiation:
G Compared to competitors like Be Young
L ,Spykar, Siyaram, The House of Rare, and
A Koton Peter England focuses on a slightly
younger demographic, offering a wider range
N
of casual wear alongside formal options.
D
 PRODUCT MIX

Shirts T-Shirts Winter wear Jeans-

Trousers Accessories
Formals- Rs 909- Polo- Rs 689- Sweatshirts-
Rs 1,999-Rs3,299
Formal- Ties-
Rs 2,999 Rs 2,299 Rs 779 - Rs 1,999
Rs 909- Rs 9,999 Rs 266 - Rs 799
Casuals- Rs 839- Round neck- Sweaters-
Rs 2,999 Rs 414 - Rs 2,299 Belts- Rs 559-
Rs 974 - Rs 2,299
Rs 1299
Graphic-
Hoodies-
Rs 414 - Rs 2,199 Wallets-
Rs 974 - Rs 2,299
Rs 559- Rs 1,299

Blazers- Innerwear Suits Lounge wear

Rs 2,999-Rs 10,999 Trunks- Formal-
Rs 266 - Rs 699 Shorts-
Rs 5,999-
Rs 489- Rs 1,699
Rs 19,999
Vests- Rs 266-
Rs 699 Wedding-
Rs 5249- Rs 19,999
MARKET MIX
(4P’S)
 The range comprises regular day/office
PRODUCT 01 wear, casual wear, and selected occasion
wear.

02 The designs that define the style of the

modern Indian man are modern, edgy, and
contemporary.

03 Being a value format, delivering value

introduced across all above categories
starting from Casual shirts at Rs 839 right
up to Formal shirts at Rs 2999.

04 Innovation: TechFit shirts for effortless

travel, AirWeave suits for breezy comfort,
and EcoDye processes for sustainable
fashion are few examples of Peter England's
dedication to pushing boundaries.
 PRICE

01 Competitive Pricing:

Targets the mid-range to upper-middle class segment,

making premium quality accessible.

02 Regular Discounts and Promotions:

Up to 50% off seasonal sales, festive offers, loyalty program
perks, and online coupons for further affordability.

03 Price Grid Strategy:

Balances affordability with premium options for diverse

customer needs.
P L A C E

01 Extensive offline network: It sells more

than 14 million garments every year
across 1000+ exclusive stores, 3500+
Multi-brand outlets and 800+ towns.

02 Strong online presence: Owned e-

commerce website and presence on
major online platforms such as Ajio,
Flipkart , Amazon etc

03 ELPP/ Never out of stock range was

made available on a demand basis so that
the retailer could increase his stock turns
through weekly replenishments

04 Collections are distributed through

monthly advance ordering to customizing
to the retailer needs in terms of the
design-size-style preference
 01 Local support was added through
hoarding campaigns showcasing
P product innovations.

R 02 Right brand associations are built

through sponsorships.
O Endorsements via known
personalities for a better
M connection. E.g. strategic tie ups
Peter England X CSK (MS Dhoni).
O
T
I
O
N
 COMPETITOR ANALYSIS
Peter The House Siyaram
Factor Raymonds Spykar Koton
England of Rare Silk Mills

Shirting,
Formal Formal Premium Casual
suiting, and garments Casual wear, jeans,
Product wear, casual wear, suits, formal wear, wear, jeans, t-
made from blended t-shirts, sportswear
wear, accessories shirts, trousers suits, blazers shirts, footwear
fabricsetc

Mid-range Budget
Price Premium Premium Mid-range Budget
to premium to mid-range

Exclusive Exclusive Exclusive Multi-brand outlets,

Multi-brand Multi-brand
brand stores, brand stores, brand stores, standalone stores, online
Place outlets, outlets, standalone
multi-brand multi-brand select multi-brand stores
standalone stores stores
outlets outlets outlets

Print Print Limited

Discounts, Online promotions,
ads, online ads, TV edition Festival
seasonal sales, student discounts, loyalty
Promotion marketing, commercials, collections, campaigns, regional
social media programs
celebrity brand influencer promotions
marketing
endorsements ambassadors marketing
 OBJECTIVES

To analyze and improve the effectiveness of the digital marketing

strategies of Peter England in increasing brand visibility and
customer engagement.
 SECONDARY RESEARCH

Facing fierce competition, Peter England

struggled with aggressive ad tactics by
Koutons, Turtle & Oxemberg.
Limited budgets on social media handling
hampered counter-campaigns, while
competitors considerbly gained from ads
and social media marketing while offering
lower prices.
Though Peter England maintained quality,
its growth lagged behind, highlighting the
need for a strategic shift in advertising and
an online presence.
 QUALITATIVE METHODOLODY

Use goggle form as a platform

 ANALYSIS OF CUSTOMER SURVEY DATA

Target Audience:

Primarily young adults (71.4% between 18-34 years old).

Diverse occupations (advocates, students, government
officers, housewives, tech professionals, designers,
business owners, corporate employees, HR, managers,
teachers).
Mostly middle-income spenders (7.2% spend under Rs
2000, 9.5% spend Rs 2000-5000).
 ANALYSIS OF CUSTOMER SURVEY DATA

Shopping Habits:

Favor online platforms (57.2%) and physical stores (54.8%)

equally.
Brand website usage is lower (14.3%).
 ANALYSIS OF CUSTOMER SURVEY DATA

Brand Awareness:

High brand awareness (81%).

Brand awareness primarily through
advertisements/promotions (47.1%) and
family/friends (35.3%).
 ANALYSIS OF CUSTOMER SURVEY DATA

Purchase Patterns:

Average spending per person: Rs 10000-20000

(11.9%).
Main clothing purchased: formal wear (73.5%).
Other popular categories: casual wear (35.3%),
ethnic wear (8.8%).
Purchasing frequency: frequent (47.6%) and
occasional (28.6%).
 ANALYSIS OF CUSTOMER SURVEY DATA

Brand Perception:

Positive perception for quality (70.6%),

customer service (35.3%), affordability
(61.8%), and product variety (41.2%).
 ANALYSIS OF CUSTOMER SURVEY DATA

Purchase Drivers:

Key decision factors: price (52.9%),

quality (82.4%), and brand reputation
(44.1%).
Sustainability and celebrity
endorsements have less influence.
 ANALYSIS OF CUSTOMER SURVEY DATA

Customer Preferences:
Formal wear preferred (61.8%) over
casual wear (26.5%).
High quality rating for Peter England
products (average of 4.18 on a 5-point
scale).
 ANALYSIS OF CUSTOMER SURVEY DATA

Additional Insights:

Loyalty programs and flexible return policies contribute to

positive brand perception.
Price sensitivity varies amongst customers (not crucial for
17.6%, very important for 26.5%).
 DATA CONCLUSION

Age-based targeting : 18-34yrs

Emphasise quality and affordability

Leverage customer feedback and reviews: word to mouth and advertisements/promotions.

Focus on formal and casual wear: 61.8% formal wear and 26.5% casual wear

Offer promotions and discounts: specially spending less than Rs 2000.

Implement a strong loyalty program: 29.4% of customers are influenced by loyalty programs

Improve online presence

Utilise influencer marketing

SUGGESTED MARKETING MIX
 SUGGESTIONS FOR NEW MARKETING STRATEGIES

Peter England can enhance their social media

content by using unconventional methods like
short videos, customer testimonials, and behind-
the-scenes glimpses to engage with their
audience.
To enhance engagement with their followers,
Peter England can use polls, challenges,
collaborations with influencers, and share
informative and diverse content.

For effective marketing PE can include

experimenting with content and omnichannel
strategies, using engaging formats, personalizing
experiences with data, bridging online and offline
presence, and exploring emerging trends and
platforms.
SUGGESTED STP
 References
1.Peter England red. (n.d.). Peter England Red. https://red.peterengland.com/
2.Peter England. (n.d.). Mens Shopping Online: Explore 1000+ range of Mens clothing, accessories, footwear, masks online at Peter
England. Avail Free Shipping & 30 Days exchange policy. Visit now! https://peterengland.abfrl.in/
3.Lifestyle, F. (2023, July 21). Brands you thought were foreign-owned like Peter England are actually Indian, and is owned by this
business tycoon, know about his net worth. Financial Express. https://www.financialexpress.com/lifestyle/brands-you-thought-
were-foreign-owned-like-peter-england-are-actually-indian-and-is-owned-by-this-business-tycoon-know-about-his-net-
worth/3180237/
4.Instagram. (n.d.-b). https://www.instagram.com/peterengland/?hl=en
5.BrandEquity, E. (2020, May 25). Peter England ropes in Ayushmann Khurrana as brand ambassador, launches awareness film.
ETBrandEquity.com. https://brandequity.economictimes.indiatimes.com/news/marketing/peter-england-ropes-in-ayushmann-
khurrana-as-brand-ambassador-launches-awareness-film/75978054
6.Sagar, M., & Jain, S. K. (2009). Value Based Positioning of Men’s Apparel Brand in a Cross Cultural environment", In International. .
. ResearchGate.
https://www.researchgate.net/publication/335061215_Value_Based_Positioning_of_Men's_Apparel_Brand_in_a_Cross_Cultural_enviro
nment_In_International_Conference_A_Case_of_Peter_England
7.Fibre2Fashion. (2020, March 10). Speakable content. https://www.fibre2fashion.com/news/apparel-news/otto-most-desired-
menswear-in-india-peter-england-next-265700-newsdetails.html
8.Admin. (2020, February 21). Sustainable fashion. https://www.abfrl.com/blog/sustainable-fashion/
Thank you