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.
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.
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.
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.
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.
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.
> 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)