Q] VYBE was launched earlier this month. What insights did you discover about Gen Z that led you to launch the sub-brand?
As a brand, we have been adapting and changing as per the needs of the consumer. While the core of Peter England will always remain formalwear we have been launching sub-brands to cater to newer occasions and consumers as we progress. We have been seeing that the new-age consumers, or Gen Z, have different fashion sensibilities. We had a focus group discussion with a few Gen Z-ers before we started planning this line. They told us that they don’t get these looks from a mainstream brand, and gave a positive signal that if these come from a trusted brand, they will be happy.
Additionally, for younger consumers, affordability plays an important role. We felt that Peter England can play a strong role in this particular area. That’s how the launch of VYBE was conceptualised.Also, from a merchandise point of view, these consumers, unlike our older consumers who used to discover products in the store, find them on mobile phones, through online media, and also get influenced by creators and communities. Hence, their thoughts and requirements are different. They want comfort, they want to be minimalistic, and they want to have quirky details, but still be underrated. They also want to do a lot of mix and match. For other categories or sub-brands, we largely retail at a category level, for instance, T-shirts together and trousers together. But for VYBE, we have created looks. In fact, we also have look cards in stores so that one can see how fits can be put together.
Q] VYBE, the name of the sub-brand, sounds Internet-native. Was that a conscious direction that you were taking?
With every piece that we are looking at, we want Gen Z consumers to feel that the brand is theirs. We have to make the brand relevant, while maintaining a certain kind of brand imagery for Peter England. If you see the main label in the VYBE line, Peter England has been written in cursive, instead of capital, to give a very fashion-forward look and feel. Every element, whether it is the label or the name, has been designed to make the brand resonate with the younger consumer.
Q] Peter England is a legacy brand. VYBE, on the other hand, is contemporary and targets a different demographic. How will the marketing strategy for the latter differ from the former?
We clearly knew that we needed to create a different proposition for Gen Z. The entire marketing strategy is very digital-led. We are creating a lot of digital content to make the brand look cool, and to show different looks that consumers are seeking. We are also working with influencers and content creators who can help build relevance for our consumers.
Q] The ‘VYBE Verified’ campaign, which accompanies the launch of the sub-brand, features a collaboration with two music artistes. Why did the brand choose to include this cultural component?
The campaign is built on an original music track. We felt that music plays an important role in connecting with Gen Z. Hence, instead of creating a usual TVC or brand ad-like video, we decided to go ahead with a music video. We have collaborated with two rappers, THE IMBACHI and Tricksingh. You can find the track on Apple Music or Spotify. So, it is not a conventional ad. Our consumer wants everything authentic, rather than having someone preach (or tell them) what they should be.
Q] What business or revenue targets are you looking at in the first year of the sub-brand? Is there any other metric beyond sales that will define success?
It’s too early. But I will say that in two weeks, the response has been very good. We have launched in 50 stores as we speak, where we have largely selected malls or markets frequented by younger and Gen Z consumers. We have also done an exclusive collaboration with Myntra, because they have a large base of young consumers from a fashion shopping point of view. Even the cataloguing that we have done is not traditional. It is younger.
The DRR (Daily Run Rate) has been good. In our stores also, the initial response is encouraging—close to a 10 per cent contribution in the overall sales number. But VYBE, for Peter England, is not just about numbers. From a long-term strategic view, it is also about making the brand cooler, and hooking the customer from a much younger age.
Q] How do you see Peter England’s legacy contributing to VYBE’s growth? And conversely, do you think VYBE may influence Peter England’s proposition, product or communication in any way?
Peter England’s brand equity and trust on quality are very strong. That will definitely help us from a mother brand point of view. The younger consumers want something tailor-made. And even the communication and branding should be so well-connected that they feel it is a part of them.
Additionally, Peter England’s large distribution is its strength. We have a distribution point of more than 800 stores in the country. We know that the Tier-II and Tier-III markets also have a significant Gen Z consumer base and they also want to be fashion-forward. This is just a starting pilot with 50 stores. There is a lot more scope to scale that. The distribution, the quality and the brand equity will all work together.
PROFILE
Anand Aiyer currently serves as Chief Business Officer at Peter England, a part of Aditya Birla Lifestyle Brands Limited, where he is tasked with leading the brand’s business and driving continued growth. He brings over 26 years of experience across fashion brands and retail, with expertise spanning brand transformation, business growth and retail strategy. Prior to joining Peter England, Aiyer served as CEO of Arrow, a part of Arvind Fashions Limited, where he spearheaded the brand’s transformation and growth. He has also held leadership positions at organisations such as EasyBuy, a division of Max Retail, and Louis Phillipe, a part of Aditya Birla Lifestyle Brands Limited.
ABOUT THE BRAND
Peter England, a part of Aditya Birla Lifestyle Brands Limited, is a leading menswear brand selling over 14 million garments every year across 1000+ exclusive stores, 3,500+ multi-brand outlets and 800+ towns, along with a strong e-commerce presence. Launched in India in 1997, the brand has expanded from its origins in shirts to offer a broader lifestyle range spanning formalwear, casualwear, denim, celebration wear and accessories. Peter England focuses on making quality and style accessible across a range of occasions.
FACTS
Media Agency: WPP Media
Creative Agency: Ogilvy South
PR Agency: Runway Media
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