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 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.