SUNCITY FASH­IONS

Images Retail - - MARKET DYNAMICS -

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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