Bengaluru: Aditya Birla Lifestyle Brands owned menswear brand Peter England is revamping its product development, merchandising and marketing playbook as it looks to tap India’s Gen Z shoppers, with the launch of a new sub-label, VYBE, that will bring more frequent product drops, creator-led campaigns and a stronger focus on complete outfits over standalone apparel categories.
The move comes as established apparel brands grapple with a generation of shoppers that discovers fashion on social media, shops more frequently and expects constant newness—behaviour that has fuelled the rise of online-first and fast-fashion players.
“We traditionally sold categories like shirts, T-shirts and jeans. This customer is looking for looks. They want to mix and match and create their own personality,” Anand Aiyer, chief business officer, Peter England, told ETRetail.
While Aiyer stopped short of calling VYBE a fast-fashion brand, he acknowledged that Peter England is adopting a faster merchandise cycle.
“The message to the team is simple, every time the customer comes to the store, they should see something new,” he said, adding that the second product drop has already been finalised even before the first collection reaches stores.
The collection will initially be introduced in 50 Peter England stores before being expanded, allowing the company to closely monitor customer response and refine future assortments. It will also launch on Peter England’s website and Myntra.
The launch also signals a shift in how legacy apparel brands are approaching younger consumers.
Instead of launching an independent youth brand, Peter England has chosen to build VYBE as a sub-brand within its existing retail network, betting that its scale and brand trust can help it compete with digital-first labels targeting Gen Z.
Aiyer said consumer research conducted before the launch showed younger shoppers were looking for brands that combined affordability with trusted quality, while many existing options came from boutique or online-first labels.
Marketing is also being reworked for the new consumer. Unlike Peter England’s traditional campaigns, VYBE will rely almost entirely on digital channels, creators and an original rap music album instead of a conventional television commercial.
“Younger consumers are looking for authenticity. They don’t want to consume advertising; they consume content,” Aiyer said.
Peter England cited industry estimates showing Gen Z already accounts for more than 40 per cent of fashion shoppers, with that share expected to increase further by the end of the decade, making the cohort increasingly important for apparel brands.
The company, however, said VYBE is not aimed at replacing its core formalwear business. “The objective is not just growth. If we don’t cater to this customer, sooner or later we’ll start sounding like a father’s brand,” Aiyer said.
