Suncity Fashions Bhubaneswar operates three Peter England stores and one store each of Planet Fashion and US Polo. Apart from this, they are also the distributers of Indian Terrain and Spykar chains of Odisha.
Peter England has been listed in the top 5 Most Trusted Brands in the Apparel Category for seven consecutive years. Peter England offers apparel that caters to every fashion occasion of a young professional’s life. With a strong foothold in formal and causal menswear segments, Peter England also offers innovative collections in denims, linen, festive wear, Indies kurtas, accessories, and more.
Market & Growth Rate
Peter England has 28 exclusive stores in 16 districts and deals with over 200 multibrand outlets and is expected to grow at 10 percent in FY19.
“With the advent of social media, the consumer today perceives apparel has a medium of self-expression. The ability and desire to adapt more trends has resulted in consumers directing the sellers and this has been quite evident in key markets of Bhubaneswar and Cuttack. At Peter England, we strive to design products that cater to the customer’s growing needs. Our ‘Perform’ range of athleisure wear has been special designed keeping the trendy but comfortable sportswear into consideration,” says Binod Agarwal, Director, Suncity Fashions.
“Rather than failure, absence of national brands in smaller towns can be understood as lack of penetration due to MRP expectation mismatch. In several towns in Odisha, there is persistent demand for products within ₹1000 MRP. Factors like fabric feel, product design and brand concepts may not align with the customer expectations of the town. At Peter England, we strive to balance MRP and product taste to meet the customer requirements through special ranges for small towns only,” he further adds.
Impact of Technology
“Technological developments have served to be quite favourable for the industry. It has generated new selling channels and not only created brand awareness but has also allowed measurement of the impact of campaigns in a more scientific manner,” says Agarwal.
“Technology also brings us one step closer to the concept of Omnichannel, the platform where customer can preview the product in one channel and purchase through another channel. ABFRL has created an intricate platform for effectively implementing Omnichannel which will make purchasing easier & less hassling for customers,” he concludes.
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