Peter England Generation store launched in Jaipur

Men’s wear brand Peter England has launched a new Peter England

Generation concept store on Tonk Road, Jaipur recently. A first of its kind retailing concept, this store helps the young professionals journey through the four key life stages viz. (early 20’s, mid 20’s, late 20’s & early 30’s) with apparel that is designed to take care of his needs at each of these life stages.

Since its launch in India, Peter England has been the trusted brand for young Indians who are entering their work life. The brand has been ranked yet again in the apparel category in the recently published ‘ET Most Trusted Brand Survey 2013’. Though, the brand’s efforts, in terms of product development and marketing activities have always been centered around the ‘early entrant’, it has attracted people from across age groups.

Dedicated efforts to understand these age groups, that together form the first decade of a young Indian’s professional life, revealed interesting and insightful facts about this generation. Four distinct yet homogeneous segments were identified where the consumer’s needs and expectations from apparel changed through each life stage along the tipping points triggering the transition from one stage to another.