First Formals
Business attire has changed significantly over the years, especially in the last 20 years. Too many people have forgotten why proper business attire is important. The major reason why dressing in proper business attire is important for every business professional is because it presents a visual image and sends a message that the employees are professional. Dressing formally not only reflects your image but also the organization you represent.
So, what comes to mind when you think about the brands you associate with formals? Of course, “Peter England”. One of the most affordable and value for money formals you could ever purchase. I still carry two Peter England shirts which I bought for my first ever interview in my final year of Engineering. They are still in mint condition.
Aditya Birla Group (ABG), a $29.2 billion Fortune 500 company brought Peter England to India in 1997 with the ‘honest’ shirt attitude. Over the years it has launched new product categories and consumer segments have a growing distribution network and a retail expansion drive, the company has reached astounding success.
Peter England is the fastest growing brand in the mid-price segment with an impressive portfolio of internationally styled garments offering value for money to its customers. The brand is available in 600 cities across the country and has more than 300 exclusive stores. The company offers quality clothing to the urban upwardly mobile men under three distinct categories such as Peter England, Peter England Elements and Peter England Elite.
As a part of its brand expansion policy, Peter England recently partnered with IPL’s T20 Chennai Super Kings as the non-sport apparel and merchandise partner to create a new line of merchandise called the PE-CSK line. This is based on the persona of the Chennai Super Kings team which is available in Peter England exclusive stores.
Peter England, the fastest selling readymade shirt brand in India, which sells one garment every six seconds, has recently created another record. It has been ranked the second most trusted Indian apparel brand in an independent nationwide survey conducted for Brand Equity by AC Nielsen.
So, why ABG is big for me? During my college days, I wasn’t an extrovert as I am now. I also lacked confidence in myself. I landed my first ever job donning the Peter England formals. In a way, ABG gave me the first attire of my professional life. Multiple studies have shown that dressing well increases your performance and heightens others' impressions of you. Wearing good fitting clothes can do wonders to your self-confidence. The symbolism behind what you wear has more of an impact on your behavior and self-confidence than the clothes themselves. The brand will always be closer to my heart, not because it is affordable. It is because I connect emotionally with the brand. Whenever I see a Peter England store, I recall the memory of me jumping in joy after getting the job, something I will cherish the rest of my life.