Out and About Dalziel and Pow Peter England Chester, UK
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Dalziel and Pow create a stunning new store environment for Indian menswear retailer Peter England.
Peter England Generation’ was created to support every aspect of the modern working man’s life, to nurture the customer from a young age through his professional career. Starting from age 17 through to 35 plus, covering the four key life stages.
The challenge began in 2012 when Dalziel and Pow were to create a new store environment to re‐present Peter England, the Indian menswear retailer, as a new benchmark for Indian men’s apparel, thus enhancing the brand’s value and credibility and embedding it as a brand for life. Covering a broad target age range Personas were created for each stage, and profiled each customer type, along with an appropriate brand environment and communications to support the customer throughout their shopping experience. Extending its range from formalwear into a selection of ‘work, rest and play’ apparel, Peter England required a new brand narrative as well as a new name that would accommodate the existing brand and understand its loyal customer base, while showcasing a wider range of product.
The use of brick reinforces Peter England’s British architectural brand heritage and connects the interior to the exterior. The familiar brand colours are
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represented, with Illuminated fin details creating contemporary signage, and the unique shop front design can be recognised on any Indian high street or in any mall.
Style tips and product information are integrated into the merchandising system, mentoring customers through their career path, and ‘brick wrap vinyl’ images on the ground floor reflect street culture for the youngest life stage.
Architectural wraps and spine walls
define the different ‘life stages’ and help with navigation between product ranges. Informal tables and wardrobe‐style furniture showcase products in a more personal way and the introduction of soft seating areas and digital installations allow the customers to relax and engage with the brand.
By targeting the young office worker and allowing him to grow with the brand throughout his professional career ‘Peter England Generation’ makes it a consistent choice.
Contact:
Dalziel and Pow T:+44 (0)20 7837 7117 W: www.dalziel‐
pow.com
www.a1retailmagazine.com
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