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We’ve all heard and seen this brand stand out in the apparel section, but how many of us knew that Peter England is an Indian brand owned by the Aditya Birla Group?
Let’s take a look at how this brand went global from local
History & Marketing Strategy of Peter England
Peter England is one of India’s leading apparel brands. It is currently owned by the Aditya Birla Group. Madura Garments, also owned by the Aditya group, currently produces all apparel for the brand. Initially, Peter England was famous for men’s suits. But now the brand sells other products such as jeans, kurtas, various party wear, and more.
The Beginning of Everything
Peter England was founded more than 100 years ago in 1889 under the name “Old England Brand”. The company began producing military uniforms for British soldiers. In 1957, the brand name was changed to the current name. Peter England debuted in the Indian clothing market in 1997. The brand was acquired by the Aditya Birla Group in 2000.
The first product of the launching brand is khaki pants. This product was used by the British Army in the Boer Wars. The brand that debuted in the Indian clothing market was not successful. So, a few years later, the Aditya group took over the company. It didn’t take long after that to become one of India’s top five apparel brands. Peter England was the first Indian brand to introduce adjustable waist pants.
Marketing Strategies and Reasons for Success
Product Quality:
Product quality is very important to any new product. So, producing more products made from high-quality ingredients can help any company or brand increase its product sales. With this in mind, Peter England has always closely monitored the quality of clothing. With high-quality products, the brand has won more trust and popularity than competitors and brands. Broad range: The unique design and innovative nature of the product have helped Peter England a lot. The brand has always been committed to bringing something new to the apparel market since its inception. Now it offers a wide range of products to our customers. There are many different types of t-shirts, ties, jeans, socks, shirts, trousers, and more. Customers tend to get tired of releasing the same product over and over again. A variety of products with innovative designs are always more attractive to consumers. Peter England has always been trying to create new outfits for its clients. The brand’s range of trousers has been launched to provide a complete menswear solution.
Price:
Peter England’s target group has always been middle-class young people. This is why brands always stick to the mid-range price point. Peter England also closely monitors the pricing strategies of competing brands and companies. This has helped the brand to price its products and has attracted many customers.
New Change:
Peter England always brings you the latest fashion trends. He closely observes the market and customers to understand their needs. This helps brands launch new content much faster than competing brands.
Awards:
Peter England has won numerous awards since entering the Indian market. He has been awarded the “Most Trusted Brand” award several times. He also won Best Technology Awards 2015, the Best Brand Men’s Event 2017. Receiving these awards gave Peter England greater recognition and fame.
Strong Parent:
Having a strong parent helps your brand in many ways. This can be seen in Peter England, as the brand did not have great success after its debut. However, after being bought by the Aditya Birla Group, it immediately became one of the top brands in India. In addition, Peter England, which has a well-known company as its parent company, has gained wide recognition in a short time and has been able to attract more customers.
Website:
Peter England has a website where customers can purchase clothing. The brand’s customer service is also very sensitive. They help all customers with all questions and issues related to the product.
Physical presence:
There are over 700 Peter England stores across the country. Additionally, more than 3,000 multi-brand outlets sell clothing from that brand. With this remarkable market presence, the brand has attracted more customers than any other company or brand in India. Peter England sells more than 6 million items annually thanks to the brand’s strong distribution services.
Discounts:
Peter England offers a variety of discounts during the Indian holiday season. This will help the brand attract more customers during that period. The brand also offers a unique rewards program. This allows customers to earn points on every purchase. With these points, customers can receive various discounts on Peter England products.
Campaigns:
In 2017, Peter England launched a new campaign under the slogan “Be Everything you love”. With this campaign, the brand wanted to encourage the younger generation to try new things and experience new life experiences. The campaign was widely acclaimed, garnering over 7,000 views on YouTube and Facebook combined.
For the 2018 Diwali season, Peter England has launched a collection of shirts in exotic color combinations. To promote this new line, the brand launched a new advertising campaign with Chennai Super Kings players.
For the 2018 Diwali season, Peter England has launched a new line of shirts featuring exotic color combinations. To promote this new line, the brand launched a new advertising campaign with Chennai Super Kings players. The ad depicts a casual conversation between Mahendra Singh Dhoni and his teammates, while Captain Cool shows off Peter England products to impress them. Peter England is also constantly running new advertisements and campaigns to promote new products.
Conclusion
After debuting in India, Peter England has quickly established itself as one of the most trusted brands. The brand has won numerous awards for its high-quality products and affordable prices. With these advances, it will soon become one of the leading brands in the global apparel market.
