PEPE JEANS

Business of Fashion - - Brand Watch -

Founded in 1973, Pepe Jeans is a brain­child of the Shah brothers from Kenya— Nitin, Arun and Mi­lan Shah who rev­o­lu­tion­ized Lon­don’s fash­ion sce­nario by cre­at­ing stylish and trendy jeans un­like the cus­tom­ary or­di­nary look­ing denim avail­able in those days. In 1989, Pepe en­tered In­dia and quickly cap­tured the imag­i­na­tion of fash­ion starved con­sumers across the coun­try. Pepe Jeans In­dia man­u­fac­tures a wide ar­ray of chic ca­sual wear for men, women and kids. Jeans is the core prod­uct of the brand and comes in a va­ri­ety of fab­rics, washes, fits and colours. The brand’s prod­uct port­fo­lio also in­cludes a range of ca­sual wear, wo­ven mer­chan­dise and ac­ces­sories.

Tar­get Group

Pepe Jeans is for the young at heart. The brand caters to the fash­ion for­ward who de­sires stylish and trendy den­ims that fit well and are pocket friendly.

The qual­ity, fab­ric, fit, colour, wash, price, feel, etc., to­gether in­flu­ence the cus­tomer’s pur­chase de­ci­sion.

Prod­uct Bas­ket

Jeans is the brand’s core prod­uct and is very pop­u­lar and sells ex­tremely well. Jeans come in a va­ri­ety of fab­rics, washes, fits and colours. The brand’s prod­uct port­fo­lio also in­cludes t-shirts, flat knits, sweaters, sweat­shirts, jack­ets as well as wo­ven mer­chan­dise and ac­ces­sories.

Top Sell­ing Prod­ucts

This sea­son dun­ga­rees, denim shorts, denim top wear, dis­tressed denim and den­ims with funky badges are the most in-de­mand pieces.

Up­com­ing Col­lec­tions

In the up­com­ing col­lec­tion, both men’s and women’s denim wear will con­sist of in­ter­est­ing washes with stylish fits. In men’s wear, Pepe has cre­ated clas­sic denim pieces that can be worn ev­ery­day. In terms of colour, deep dark blues re­turn with blue tones. Patch­work, dots and flower dec­o­ra­tions dom­i­nate the denim cat­e­gory in women’s wear. Denim jack­ets have fuzzy col­lars which fur­ther add to this unique and fash­ion­for­ward col­lec­tion.

Re­tail Pres­ence

In In­dia, Pepe Jeans re­tails through 214 ex­clu­sive brand stores, 371 LFSs and 931 MBOs.

Re­tail Ex­pan­sion Plans

Pepe Jeans is cur­rently in the process of open­ing mul­ti­ple stores in key tier -II and -III cities such as Bikaner, Shimla, Silig­uri and many more. The brand plans to in­crease the num­ber of stores in both metro cities and grow­ing tier -II and -III cities with an in­creased fo­cus on brand out­lets.

Tech­nol­ogy De­ploy­ment

Pepe Jeans is lever­ag­ing tech­nol­ogy in a va­ri­ety of ways, both in terms of fron­tend and back-end. In the front-end, there is cus­tomiza­tion that Pepe Jeans started in Oc­to­ber 2015, be­com­ing the first brand in In­dia to in­tro­duce denim cus­tomiza­tion ser­vices. Pepe Jeans Cus­tom Stu­dio al­lows cus­tomers to step into the de­sign seat and cus­tom­ize their denim in a few easy steps. Cur­rently, the cus­tom stu­dio is avail­able at 4 lo­ca­tions across In­dia.

In terms of back-end, Pepe Jeans has tied up with Style Lu­mia, a fash­ion an­a­lyt­ics site that helps the brand in in de­cod­ing con­sumer buy­ing needs. With this tool, Pepe Jeans has been able to tap cru­cial in­for­ma­tion to pre­dict cur­rent fash­ion in a bet­ter way to get the right kind of mer­chan­dise and to un­der­stand the global trends.

BRAND UP­DATE

> Coun­try & city of brand ori­gin:

Por­to­bello Mar­ket, Lon­don

> Year of launch in In­dia: 1989

> To­tal num­ber of EBOs: 214

> To­tal num­ber of SISs: 606

> To­tal num­ber of MBOs: 931

> Num­ber of states present in: 13

> Num­ber of cities present in: 21 >To­tal re­tail space across EBOs & SISs:

3,52,730 sq.ft. (De­cem­ber 2016)

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