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
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
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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
Meet a man who knows what people like in bed! Peter Alexander has been Australia&#;s ‘King of Pyjamas&#; for 30 years, and his well known brand is hailed, worn and coveted by anyone and everyone.
Peter Alexander is a true entrepreneur. Founder of Peter Alexander Sleepwear, Peter grew the company from a single man operation on a living room table to an internationally recognised sleepwear business and brand name.
At age 24, having worked for four years in the retail industry, Peter decided it was time to be his own boss. Identifying a gap in the market when his female friends were unable to find comfortable women’s pyjamas that weren’t flannelette nighties or lacy lingerie styles, Peter decided to establish his own business.
With the support of his parents, Peter began making women’s pajamas for the wholesale market, working from his mother’s living room table. He worked like this for four years and in the early days was the only person working in the company. When the phone rang, in order to make the business seem bigger, Peter would pretend to be someone else.
During this time, many people tried to discourage Peter because he had no formal training and no business expe
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