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Peter England unveils 'Generation Store' in Jaipur
Dec '13
Peter England, India's Most Loved Menswear brand, launches Peter England Generation. A unique concept store that helps the young professionals progress through the first decade of his professional life.

The first Peter England Generation store of its kind in Rajasthan, on Tonk Road, Jaipur, will be opened to the patrons on the 21st of December.

A first of its kind retailing concept, this store helps the young professional 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. Thus enabling him to face the challenges, make the most of every opportunity and navigate his way through, in a key phase that defines his future.

Since its launch in India, Peter England has been the most trusted brand for the young Indian who is entering his 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, nevertheless.

Research conducted over the years, has further strengthened our belief, that it's not just people in their early and mid 20s, but also younger and older age groups alike that constitute our loyal consumer base. The role Peter England has played in their lives early-on in their career, and continues to play in those critical moments through their lives, is the bond that binds our consumers to the brand.

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.

Product offerings

The emphasis in the first life stage is on casual wear. PE Jeans, a line of innovations in jeans which includes products like Oxygeans that saves up to 80 liters of water in the making of each pair, Oxy-gen that can go without a wash as it resists dirt, Vintage jeans which are distressed & rugged looking, Sculpted jeans which gets its unique wash and effects from the way a user wears it, & Neon jeans which are inspired from the concept of 'glow in the dark'. These jeans have a contrast colour on the folds.

In the second life stage the focus is on Work Casuals for the work life and Hangout Casuals for a great time with friends outside work.

Formal wear that has been the forte of Peter England for years is what the third life stage is all about. A line of perfectly crafted suits, blazers and wedding apparel makes this section unique. Adding to it is the newly launched Peter England Traditions, a line of ethnic wear.

Stage 4 represents the rejuvenated you. The hunt is on for apparel which takes you to the next level, apparel which set you for the successes ahead, your evolved taste and discernment and adds a flavor of International appeal and class while keeping you fresh and young.

Peter England

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