Kedar Apshankar

This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.

Published 24 Mar 2016

Reference 6192

Topic Marketing

Industry Apparel and Fashion

Region Asia

View case
This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.

Published 24 Mar 2016

Reference 6192

Topic Marketing

Industry Apparel and Fashion

Region Asia

View case