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Brief Published: 19 Feb 2013

Peter England Menswear Store in Bangalore

Extra

Indian menswear brand Peter England is seeking to broaden its demographic appeal and relax its formal image with a brand new 870sqm concept store in Bangalore, India.

To create the new concept, London-based design consultancy Dalziel & Pow identified four key “life stages” or profiles within Peter England’s broad target age range of 17 to 35. They were labelled Fresh Face (aged 17-20), Making Moves (20-25), Moving Up (25-30) and Managing (over 30).

Separate zones have been created for each of the personas, divided by architectural wraps and thin “spine” walls, along with audience-specific bespoke fixtures, such as street-style murals for the ‘Fresh Face’ zone.

According to Dalziel & Pow, the overarching strategy is to establish brand loyalty with a younger consumer and subsequently remain relevant to that consumer as they progress through their professional career.

Rather than tailor the design to its local culture, Dalziel & Pow made brickwork the overriding design feature in order to “play up the British Architectural heritage of the brand”, which began life in 1899 as a factory manufacturing uniforms for the British military fighting in the Boer war.

Keith Ware, group development director at Dalziel & Pow, explained: “The store design has to have an international appeal, to enable Peter England to compete in a market that, with the relaxing of foreign direct investment, will see more and more international brands present [in India]. A contemporary look and feel with a hint of heritage materials was the perfect solution.”

See Indian Retail: Progress? and Industry Trend New Consumer Worlds for more on how retailers are appealing to India’s burgeoning middle class.

Meanwhile, digital installations around Peter England’s shop floor deliver style tips, brand narrative and product information, highlighting the dual purpose of the store as a venue for recreation and edutainment. Domestic-styled furniture, such as dressing tables and wardrobes, also showcase product in a more personal, informal setting.

“Brands need to keep their customers engaged and offer more than just a transactional experience, but make an emotional connection with their customers, to reinforce the kudos of their brands,” said Ware. Find more on this subject in In-Store Interactive, Industry Trend Power of Play and the upcoming Edu-tainment.

Dalziel & Pow

Peter England

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