Media

Peter England launched largest generation store in Allahabad, UP

10th December, 2014

~ A unique retail store that provides fashion solutions across the consumers' life stages~

Allahabad: Peter England, India's most loved menswear brand, launches its newest Generation store in Allahabad. This is the largest Peter England store in Uttar Pradesh.
Brand Peter England, launched its second Generation Store in North India in Allahabad, after its first Store in Jaipur, last December. It is a unique concept store that helps young professionals progress through the most important decade of their professional life. The store is organized across 2 floors with a total carpet area of around 4000 Sq. Ft. and is located the main market of Civil Lines, Allahabad. The day saw the launch of the store along with a formal inauguration ceremony culminating in a spectacular fashion walk where the latest AW 14 collection from the brand was showcased to one and all.

According to Kedar Apshankar, COO, Pater England: "What led to the creation of the store was a thorough understanding of the aspirations and needs of the key life stages of the consumer, them being: the late university segment, the early jobber segment and older working men segment. The new retail identity showcases the distinct yet homogeneous segments, where the consumer's needs and expectations from apparel changed through each life stage, along with the tipping points triggering the transition from one stage to another."

Late university segment - The first segment in the store hosts the merchandise for the young and the "just after college consumer". These consumers strictly follow what's in trend, are versatile, straddle across occasions and look to maximise price benefit. It's definite that this consumer segment wants to be unique and tries creating own look. Therefore, the first floor showcases merchandise relevant to consumers in their early 20s - primarily jeans and casual wear.

The early jobber segment - The second segment welcomes the new professional who is entering an unfamiliar territory. He portrays professionalism, still learning the codes to belong and fit in. In sync with the qualities of the early jobber, the second floor displays the formal wear while work casuals are displayed on the ground floor.

The older working men segment
- The third and final segment celebrates the stage of the consumers' life that is high on anticipation, preparation as the consumer now gets ready for the biggest event of his life, his wedding. Featuring key ranges like "Elite by Peter England", a premium sub-brand from Peter England for the matured working consumers and ethnic wear, this segment showcases eligibility and personality enhancement.
 
Brand Peter England has always played a vital role in their customers' lives and early on in their career forging a strong emotional bond  that binds its consumers to the brand. A brand that has been the mentor and guide to its consumers for years, gets ready to partner with today's young generation in their journey towards a great future with this store. In fact, since its launch in India, Peter England has been voted as one of "The Most Trusted Brands" by the yearly survey published by the Economic Times-Brand Equity, for 7 years in a row.

The store features the key AW 14 collection which comprises a wide variety of casuals, semi-formals, formals and ethnic wear for men. It also includes a great range of denims from PE Jeans as well. This coupled with appealing to tonality, attitude, colours and props makes the Peter England Generation not just a store, but an experience.

Store Address
Main market of Civil Lines Allahabad.  Address: #29, Civil Station, Mahatama Gandi Marg, Civil Lines, Allahabad -211001

About Peter England:
Peter England is the most loved, largest menswear brand in India. It sells more than 10 million garments every year in its 600+ exclusive stores and 2000+ Multi-brand outlets across more than 350 towns. It has been voted as India's most trusted apparel brands for 7 consecutive years by the Economic Times Brand Equity Survey. The brand Peter England was first launched in India by Madura Fashion and Lifestyle (then known as Madura Garments) in the mid-price segment in 1997; the company acquired the world rights for the brand in 2000. What began humbly as an honest shirt brand in 1997 in India today is a complete lifestyle brand with merchandise available for everyday and special occasions. The brand has diversified into the non-apparel category with the launch of PE Bags and accessories.

For further information, please contact:
Janet Arole
Media Relations
Email: janet.arole@adityabirla.com