Peter Alexander Edit Profile
fashion designer
Peter Alexander is an Australian fashion designer, best known for his signature label of nightwear and underwear.
Background
During his early days of operations, he worked from his mother"s dining room table.
Career
He initially sold directly to department stores. However, when a store cancelled an order for 2, pairs of pajamas in , in desperation, he took out a mail order advertisement in Cleo magazine. He received 6, orders from that one advertisement alone.
By , he was exporting to New Zealand, the United Kingdom and United States through his mail order service.
And, in , also began exporting the brand globally through e-commerce. In , the Peter Alexander Sleepwear label became part of the Just Jeans group of companies - with Alexander continuing as manager.
In , he also designed an exclusive range of bedding for Sheridan. In , Alexander opened the first stand-alone Peter Alexander Sleepwear store in the Melbourne Central Shopping Centre in Melbourne.
He has since expanded the stores into every state of Australia.
In , he opened his flagship store in the United State
Peter Alexander
| Australian fashion designer Country: Australia |
Content:
- Biography of Peter Alexander
- Designing Sleepwear
- Changing Sales Strategy
- Expansion and Recognition
- International Venture and Philanthropy
Biography of Peter Alexander
Peter Alexander, an Australian fashion designer, is best known for his line of underwear and sleepwear. Born in Melbourne, he did not enjoy much popularity in school and was considered a failure by many. Soon after school, Peter started working at 'Sportsgirl'.
Designing Sleepwear
Peter decided to pursue the design of sleepwear after several conversations with female acquaintances who complained about the limited options available in the market. They felt that the existing Australian market lacked comfortable yet stylish women's pajamas. In , Peter left 'Sportsgirl' and established his own label, 'Peter Alexander Sleepwear'. With some sponsorship from his parents, Peter initially made his pajamas on his mother's dining table.
Changing Sales Strategy
Initially, Peter sold his sleepwear through retail networks. However, when one of his clients canceled an order for pajamas, he decided to change his sales strate
Online Business
"If it’s a selling tool, you’ve got to make it simple,” He explains to us how his website has a human touch, because if someone is willingly giving their personal details and money to you, they have got to feel homely and safe — there’s a phone number there, there’s a face there, there’s a company there. They have to feel like there is not just a beautifully designed void without satisfaction or trust.
Choosing the right design for the site and its main functions had to reflect Alexander’s own personality, the Peter Alexander brand, and it had to be simple to use.
Thanks to the increasing traffic to the website, it continues to go through adapt to the customers needs to ensure that it provides customers with all they need to know and so it changes with time.
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Timeline of the life of Peter Alexander
- Birth
Peter Alexander was born in VIC, Australia
- School Education
Peter had always struggled at school. He had learning disabilities and didn't end up getting into university.
- Fashion Marketing
His first career started at Sportsgirl, where he worked in marketing.
- The Start Of It All
Peter Alexander started designing pyjamas on his mother's dining room table.
- Going National
His pyjamas are sold at every major department store throughout Australia.
- Reaching The 4 Corners Of The Globe
The brand goes global with the introduction of an international mail service.
- Australian Designer Of The Year
Peter Alexander was honoured with the Australian Designer of the Year Award.
- American Discovery
His pyjamas is picked up by American
- Personal Mascot
Peter's dog, Penelope, arrives on the scene and becomes the brand mascot
- Joining Retail Giant
The brand joined the Just Group, one of Australia's retail giants
- First Standalone Store
Peter Alexander opens his first standalone boutique in
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