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April 19, 2001
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Money > Business Headlines > Report April 19, 2001 |
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Peter England to be Madura Garment's umbrella brandBS Corporate Bureau Madura Garments, the branded apparels division of Indian Rayon, is planning to make Peter England a total solutions men's wardrobe brand. Vikram Rao, group executive president (fabric & apparel) of Indian Rayon said, "Research undertaken shows Peter England to be the most preferred brand in the mid-priced category and has the highest brand recall." Peter England has a 12 per cent market share followed by Cambridge in the said segment. Peter England, which was present in shirts is being extended to trousers followed by jackets, blazers and suits in the future. The company has targeted Peter England to be a Rs 2 billion brand in the next three years. The company testmarketed trousers in Pune for 6 months and will be rolled out nationally by next month. In the 6 million trouser market, Peter England is planning to sell more than 300,000 trousers and achieve a 10 per cent market share in its first year of launch. The company has honestly priced its trousers between Rs 545-845. The brand is expected to contribute nearly 20 per cent of Madura Garment's sales for the year ending 2002 of which the trouser segment will constitute 5 per cent. The company has beefed up its distribution network whereby it will be available at over 3,500 outlets. The company has spend around Rs 380 million on advertising and promotions on the brand last year and will hike the ad spend this year. Madura Garments brand portfolio includes Allen Solly, Van Heusen, San Frisco and Byford. Powered by YOU MAY ALSO WANT TO READ:
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