BEST DESIGN CONCEPT OF THE YEAR AWARD ENTRY

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2 DESIGN CONCEPT

3 BACKGROUND The green mindset has shifted focus over the last few years from green as a save the world narrative to green as a save the world lifestyle choice. The biggest consumer barrier to adopting green behaviour has always been a tendency on behalf of the general public to abdicate responsibility, or to believe that they can't make a difference. In India there are many eco-sensitive narratives that the general apparel consumer doesn't understand yet carbon footprint, organic sourcing etc. But what we all understand due to the numerous issues we face and the problem being in the public domain for long is the saving of an important natural resource water.

4 BACKGROUND - WATER CONSERVATION The water problem has reached a point where a new term has entered general consciousness

5 BACKGROUND - WATER CONSERVATION Preservation of this natural resource is an often recurring theme for civic bodies across the country

6 BACKGROUND - WATER CONSERVATION Government bodies are roping in national celebrities to encourage the public to save water

7 BACKGROUND - WATER CONSERVATION Popular media is replete with stories on water conservation and shortages. Extravagant consumption of water and exploitation of this natural resource are issues that the general public is very involved in. In the recent Delhi state elections water was one of the strongest poll issues.

8 BACKGROUND - WATER CONSERVATION Brands have made saving water a selling proposition as well. A detergent brand that encourages consumers to save more water while doing their laundry Surf Excel: A detergent that helps save 2 buckets of water Washing machines that not only save electricity but water as well

9 BACKGROUND - WATER CONSERVATION Peter England is not just a fashion apparel brand. We are a socially responsible apparel brand that encourages consumers to preserve the environment. Since inception, HONESTY has been at the core of the brand. We are honest about understanding issues of our consumers and behaving in a way that appeals to them. As one of the largest apparel brands in the country we take it upon ourselves to lead consumer opinion towards a more social and environmentally responsible discourse.

10 EXECUTION OF DESIGN CONCEPT

11 PE JEANS RESEARCH & DEVELOPMENT OXYGEANS: Jeans that saves 80 litres of water in its making process. OXY-GEN & TAINT-PROOF: Stain Resistant Oxygeans for reduced number of home laundry, Thus empowering the consumers to save water at their end.

12 PE JEANS RESEARCH & DEVELOPMENT The indigenous process developed by Peter England for Oxygeans is an innovative combination of conducive denim fabrics, reduction or modification in number of water consuming process of Jeans washing and G2 technology that helps the denim fabric shed indigo colour to a large extent without using water. Finally O3 Ozone technology gives a used tint look on the denim delivering a cool blue jeans that would have taken 80 ltrs of water more if washed in the conventional way. WATER SAVING PROCESS OF OXYGEANS NO. PROCESS USUAL MID WASH JEANS WATER CONSUMPTION OXYGEANS MID WASH JEANS WATER CONSUMPTION 1 DRY PROCESS DESIZING RINSE ENZYME RINSE BLEACH RINSE NUETRALISATION RINSE HYDRO TUMBLE DRYING SANDBLAST/ PP SPRAY NUETRALISATION RINSING BRIGHTNER TINTING FIXING SOFTNER DRYING 0 0 TOTAL WATER CONSUMED TOTAL WATER SAVED IN OXYGEANS 82

13 ON-GROUND ACTIVATION GIVE WATER - To establish the larger social objective behind creating a product like PE Oxygeans BACKGROUND PE Oxygeans - An innovative denim product that saves 80 litres of water in the making of each pair. This had to be communicated to consumers and get them involved. Hence it was necessary to package this product as a responsible and sustainable fashion from Peter England - a brand people of India trust.

14 PETER ENGLAND - GIVE WATER INITIATIVE EXECUTION Outdoor Activities And In-store Pos Material Engaged People. A Tag Attached To The Product Was Collected At The Cash Counter, Which Was Worth 80 Liters Of Water. Peter England Stores Across India Consolidated The Tags Every 15 Days And Updated The Amount Of Water Collected In The Form Of Tags. The Give Water Initiative Then Distributed The Water That Is Saved In The Manufacturing Process To The Thirsty Parts Of Bangalore.

15 PETER ENGLAND - GIVE WATER INITIATIVE

16 PETER ENGLAND - GIVE WATER INITIATIVE

17 COMMUNICATIONS & RETAIL STRATEGY

18 COMMUNICATIONS & RETAIL STRATEGY

19 COMMUNICATIONS & RETAIL STRATEGY

20 COMMUNICATIONS & RETAIL STRATEGY

21 COMMUNICATIONS & RETAIL STRATEGY The concept was promoted across all the store windows and in store communication to create curiosity among the customers and promote the eco friendly concept of water saving. This concept was communicated in store thru shelf talkers, tent cards, visuals, danglers etc

22 COMMUNICATIONS & RETAIL STRATEGY

23 COMMUNICATIONS & RETAIL STRATEGY The concept was such a big hit with the customers that buying team had to align their buying strategy to increase buying mix from 15 % in SS 13 season to 30% in AW 13. The concept was sold through some 225 stores in the first half and then extended into 250 stores in the second half of the year. The concept has sold from more than 50 tier 1 & 2 towns apart from metro and mini metros.

24 COMMUNICATIONS & RETAIL STRATEGY The store staff was trained on the washing process difference between a regular & oxy concept jeans and how has this resulted into water saving. This was done to equip the staff thoroughly with both the concept, so that they can communicate to the end users with a lot of conviction. Emphasis was also given on how the denim retains its look and feel despite less usage of water in the manufacturing process.

25 CONSUMER RESPONSE

26 CONSUMER RESPONSE - SOCIAL MEDIA

27 CONSUMER RESPONSE - SOCIAL MEDIA

28 CONSUMER RESPONSE - SOCIAL MEDIA

29 CONSUMER RESPONSE - SOCIAL MEDIA

30 BUSINESS RESULTS

31 BUSINESS RESULTS Oxygeans concept volume share in retail was 20% of the overall denim sales in the year Oxygeans volume share doubled towards the denim business from 15 % in Spring Summer 13 to 30% in Autumn Winter (AW)-13. Concept showed a very encouraging season on season sell thru trends & achieved sell thru of 65% in AW-13. Sell Thru's of Oxygeans concept was the best among other concept of PE jeans. It re-iterated the fact that the concept & product has gone down so very well among the mind of consumers.

32 BUSINESS RESULTS Peter England sold 62,748 Oxygeans in the year of 2013 and saved 13,26,101 Gallons of Water. * Based on domestic water consumption in semi-arid Dhani Mohabbatpur village of Hisar district with 763 houses in Haryana state of India. The daily average water consumption for the village was found to be l per person per capita per day Source:

33 THANK YOU