Pepe Jeans

Business of Fashion - - Contents -

Founded in 1973, Pepe Jeans is a brain­child of 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 the con­sumers across the coun­try. Pepe Jeans In­dia man­u­fac­tures a wide ar­ray of chic ca­sual wear for men, women and kids. Jeans is their core prod­uct and they are com­mit­ted to rein­vent­ing denim fashion, us­ing new washes and in­no­va­tions sea­son after sea­son.

Pepe Jeans Lon­don is at the fore­front of in­ter­na­tional denim-led fashion with ev­ery col­lec­tion sea­son on sea­son.

This has been pos­si­ble be­cause of the brand’s com­mit­ment to cre­ate strong fashion led col­lec­tions, the hottest mul­ti­me­dia mar­ket­ing cam­paigns and the most ex­cit­ing re­tail en­vi­ron­ments while re­main­ing sin­cere to the Pepe Jeans DNA and in par­tic­u­lar to its roots in Lon­don’s Por­to­bello Road from where the brand orig­i­nated.

Brand’s core au­di­ence

Pepe Jeans is for the young at heart. The brand caters to the fashion for­ward men and women who want stylish and trendy den­ims that fit well and are af­ford­able. The qual­ity, fab­ric, fit, color, wash, price, feel, etc., to­gether in­flu­ence the cus­tomer’s pur­chase de­ci­sion.

Present prod­uct port­fo­lio

Pepe Jeans In­dia man­u­fac­tures a vast range of chic, ca­sual wear for men, women and kids. Jeans be­ing their core prod­uct, come in a va­ri­ety of fab­rics, washes, fits and colours. The brand’s prod­uct port­fo­lio also in­cludes t-shirts, flat knits, sweaters, sweat shirts, jack­ets as well as wo­ven mer­chan­dise. The ac­ces­sories range con­sists of bags, wal­lets, caps, socks and footwear.

Change in de­mand in denim over the past year or two

Ow­ing to its ver­sa­til­ity, stylish­ness and com­fort fac­tor and the ex­ten­sive choices which are avail­able in fab­ric, col­ors, fits, fin­ishes and func­tion­al­ity, denim is a high growth cat­e­gory. Pepe Jeans fore­sees a grow­ing de­mand of denim, and is do­ing var­i­ous in­no­va­tions to cre­ate the best in denim wear that may ap­peal to its tar­get au­di­ence, as well as for ac­quir­ing new cus­tomers.

New denim col­lec­tions planned for the forth­com­ing sea­son

Men’s and ladies denim wear will con­sist of in­ter­est­ing washes with stylish fits. The brand has cre­ated clas­sic denim pieces that can be worn ev­ery­day. In terms of colours, deep dark blues with blue tones, greys and camel tones are the key high­lights. Pepe Jeans has in­tro­duced a new range of den­ims called ‘Wiser Wash’ in a bid of be­ing con­scious to­wards the en­vi­ron­ment. These eco-friendly den­ims min­i­mize wa­ter con­sump­tion

and do not com­pro­mise on the over­all look and feel of denim.

Plans re­gard­ing new denim prod­uct range/denim cat­e­gory ex­pan­sion

In­no­va­tion is at the heart of ev­ery­thing the brand does. Pepe Jeans makes con­stant en­deavor to in­tro­duce prod­ucts that are in keep­ing with the lat­est trends and en­sure max­i­mum com­fort.

Pri­mary mar­kets and re­tail pres­ence

Pepe Jeans is present across In­dia in 13 states and 21 cities and for them all their mar­kets are very im­por­tant. The brand is plan­ning to open about 40 to 50 stores in the next 2 to 3 years across the coun­try.

Plans for ex­plor­ing new mar­kets

The brand plans to in­crease the num­ber of stores in both metro cities as well as grow­ing tier -II and -III cities, with an in­creased fo­cus on brand out­lets.

Progress through on­line re­tail

Con­sumers to­day buy from var­ied chan­nels. They shop not only from just an EBO but also from a de­part­men­tal store or even on­line. Pepe Jeans be­lieve that e-re­tail and brick and mor­tar stores are not com­pet­ing ideas. They are mak­ing con­stant en­deav­our to un­der­stand their cus­tomers and lever­age tech­nol­ogy to evolve the cus­tomer ex­pe­ri­ence. Cur­rently Pepe Jeans e-re­tails through part­ners like Myn­tra, Jabong, Ama­zon, Flip­kart, Cilory and Ajio. Their ob­jec­tive is to en­sure that their con­sumers have a ‘wow’ ex­pe­ri­ence ev­ery time they shop from Pepe Jeans – be it through the stores or via e-re­tail.

Tech­nol­ogy de­ploy­ment/upgra­da­tion

Tech­nol­ogy is crit­i­cal in both - the front-end and back-end of the busi­ness. While re­view­ing the front end, the brand is proud to con­firm that they are one of the first denim brands in the coun­try to of­fer a denim cus­tomiza­tion ser­vice to their cus­tomers.

Pepe Jeans’ cus­tom stu­dio al­lows the cus­tomers to step into the de­sign seat and cus­tom­ize their denim in a few easy steps. At first, they have to pick a laser print to be tat­tooed on the denim. Next choose the fas­ten­ings – be it but­tons, riv­ets or tacks. Then se­lect the brush of the gar­ment and where ex­actly they want it. Lastly, they are re­quired to choose the colours they want the print to be in. Pepe Jeans’ cus­tomiza­tion ser­vice em­pow­ers the cus­tomer with the op­por­tu­nity for per­son­al­iza­tion; and therein lays a pow­er­ful tool that will rev­o­lu­tion­ize denim fashion in In­dia. Cur­rently, the Pepe Jeans cus­tom stu­dio fa­cil­ity is avail­able at 5 lo­ca­tions across In­dia, at their flag­ship stores in Mum­bai, Delhi, Gurugram, Ben­galuru and Kolkata.

In terms of back-end, the brand has the abil­ity to pre­dict fashion.

They have tied up with Sty­lu­mia, a fashion an­a­lyt­ics site that goes to all the web­sites and gath­ers data on which styles are con­sid­ered ‘in’ at the mo­ment and which colour and style is sell­ing well. This helps in de­cod­ing the con­sumer buy­ing needs. With this tool, Pepe Jeans is able to tap cru­cial in­for­ma­tion to pre­dict cur­rent fashion in a bet­ter way, to get the right kind of mer­chan­dise and un­der­stand the global trends. All these fac­tors re­ally help in mov­ing from art to art and science, and this mix­ture of art and science helps the brand to be­come more pro­duc­tive.

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