Peter Alexander. Many readers may know this company and some may not. To cut it short, it is a designer fashion brand which specialises sleepwear. Not just any sleepwear however, but hideous and terrifying articles of clothing with eyes and faces and a whole manner of sickly features. In fact, if you were to walk into one of their stores, you would most likely be overcome by a horrendous shade of pink that will most likely cause your eyeballs to pop and an excessive multitude of badly photoshopped pictures that look like someone puked the dictionary all over it.
I could discuss my disdain for the overpriced and horrifying sleepwear all day, but it doesn’t change the fact that they have to be doing something right. Over the past year Peter Alexander has experienced a 15% increase in profits from the use of social media alone (sadly I can’t find the location where I saw this information, even though I found it 15mins ago). Through the use of Facebook, Instagram and to a lesser extent Pinterest, Peter Alexander has managed to skyrocket its profits in a single year.
The main question however is, how much has Peter Alexander invested into social media and how much return are they getting on this investment. According to Melinda Oliver from Smart Company (2013);
“Premier investments, the parent company to Peter Alexander and a myriad of similar brands, released its full year financial results on the 17th of September, 2013, reporting that it intends to grow the Peter Alexander network by up to 50% over the next three years (http://tinyurl.com/lwztdsb).
Going by this statement, it is safe to assume that Peter Alexander invest a high majority of its advertising funds to social media. Given that in 2012 they had a profit growth of 15% directly influenced by social media marketing, it is also safe to assume that this 50% increase over a three year period will result in a very beneficial ROI.
Peter Alexander (the man behind the company itself) stated in 2005 that;
“The web is huge for us. It is 40% of the business and works well in conjunction with our catalogue.” (http://tinyurl.com/klten76)
Being that this statement was made in 2005, it is clear to see how the web and social media is providing a very high return on the investments placed into web 2.0 technologies and social media.
So that’s it for the semester. Thank you for your time everyone and I wish all the best for you in your exams.