Peter England's Honest Moves !

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After years of play in the value segment the "Honest" shirt ie Peter England ,as a brand has established itself as a market leader in the Rs 400-800 price point shirt segment , the brand today does an annual business of 200 crores , as most strong brands Peter England has also seen a change in its market play , sometime towards last year they launched Peter England Elite which was meant to fit into the 800 - 1200 segment of pricing that the brand claimed was left unaddressed in the market ,as the next level was at , the premium segment which started at the Rs 1900 plus price point being catered too by the Louis Philphe ,Van Heusen and say Arrow .
The brand wanted to upgrade its brand and its consumers too ,we believe ! This blog is not privy to the performance of the sub brand ,but of late hasn't seen any communication for this either .
Talking about communication there has been some amount of visibility to their new initiative the all new" Peter England People"play , which has taken the brand to three segments Mens , Women and Kids ( yes kids too ) seems interesting and tough one to deliver as the core brand (Peter england ) is still very strongly associated with Mens segment . So what is the thought behind Peter England People , well the play would be a series of speciality stores set up across the country they have around 5 such stores which would retail only Peter england merchandise , for mens ,women , kids , of course the core piece in this play would be value pricing .
The advertisement of brand has an uncanny semblance to Benetton advertisements , so the idea might be to offer Benetton quality merchandise at HONEST prices , well this should surely work out in the current environment of inflation , consumers are really seeking Value deals and as we head towards the festive season ,which is a make or break period for most apparel brands ,it remains to be seen how does Peter Englands People play do in the market , especially the Women's and the Kids play .

The Honest Shirt brand surely has a huge relevance in a market like India ,watch this blog space for more updates !
Watch a Peter England Commercial and relive the memories ::

Comments

Hrishi said…
Good blog on retail. Need some insights about Indian retail industry. Could you pls let me know your contact?
September 23, 2008 at 12:53 PM
Hrishi said…
Good blog on retail. Need some insights about Indian retail industry. Could you pls let me know your contact?
September 23, 2008 at 12:54 PM
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