Pepe Jeans

All set to bring in the global flavour, the In­dian coun­ter­part of Pepe Jeans Lon­don has me­di­ated the in­ter­na­tional de­sign con­cept at brand Pepe across a few stores in the coun­try. These flag­ship out­lets serve as con­cept ex­pe­ri­ence zones.

VM&RD - - CONTENTS - Nabamita Chat­ter­jee

Pepe Jeans Lon­don, one of the fa­mous in­ter­na­tional ap­parel brands, re­cently launched four flag­ship stores in line with the brand’s global store de­sign con­cept. The flag­ship stores are aptly lo­cated in Con­naught Place, New Delhi, Inor­bit Vashi and Oberoi Mall, Mum­bai and GVK One Mall, Hy­der­abad. The store lay­out is a replica of the brand’s in­ter­na­tional stores which pro­vides a vi­brant source of pi­o­neer­ing youth cul­ture and the per­fect gate­way to an all new in­ter­na­tion­ally driven ex­pe­ri­ence of fash­ion. Go­ing for­ward, Pepe Jeans will be align­ing all its fu­ture stores to its in­ter­na­tional for­mat. Delhi based fash­ion de­signer Mandira Wirk, who in­au­gu­rated the store in Con­naught Place, says, “Ev­ery­one has that one pair of den­ims which re­minds them of their child­hood days and there­fore it is plea­sure to as­so­ciate with a brand which stands for young fash­ion. With such an in­ter­na­tional ap­peal, the store looks fab­u­lous. I have stud­ied in Lon­don and this store def­i­nitely takes me back to my Lon­don mem­o­ries.” Spread across 3,500 sq. ft, the new re­tail des­ti­na­tion at F-Block, In­ner Cir­cle, Con­naught Place, prom­ises to be an in­no­va­tive, con­tem­po­rary and uni­ver­sally de­signed con­cept store, well de­signed with props, VM el­e­ments, in­no­va­tive fix­tures and var­i­ous wall dis­plays, at par with global stan­dards. The

store front has metal and acrylic brand­ing with a big trans-lit vis­ual on the top of the façade. Upon en­ter­ing this dou­ble-sto­ried store, one seem­ingly drifts onto the streets of Lon­don.

The fix­tures and the cash counter used in the store bear a rusted look. Sep­a­rate wall units and dis­play sys­tems ded­i­cated for var­i­ous col­lec­tions add to the grandeur of the store. The core denim wall of the store has been high­lighted with “Choose your fit” letters made of MDF and il­lu­mi­nated with artis­tic yel­low lights.

VM gim­micks which Pepe fondly calls Lon­don Street and Denim Com­pany pose ar­tis­ti­cally as matte fin­ish graf­fiti near the star­i­c­ase. The Men Fash­ion Wall as well has an­other unique VM con­cept. The fa­mous 73 Denim Wall with a huge white Union Jack back­ground high­lights the new fits, styles and washes in­tro­duced this sea­son and hung on the fo­cal wall in a funky way.

The mer­chan­dise dis­play be­low the wall pre­sents the en­tire collection in colour and washes in neat sized stacks in wooden bins. Ropes pass­ing through pul­leys in dif­fer­ent

di­rec­tions cre­ate a ran­dom pro­file to dis­play the prod­uct at dif­fer­ent lev­els and work as an im­por­tant fea­ture of dis­play. Trunks are used to stack den­ims hap­haz­ardly in a dis­or­gan­ised man­ner keep­ing the fash­ion state­ment in mind. The num­ber 73 which is the year when Pepe Jeans was born -- which is also name of Pepe Jeans fash­ion denim -- is hung ex­actly like den­ims, in­di­cat­ing the par­al­lels of the brand with its fash­ion den­ims. Other props like lamps, scis­sors and spools add to the vin­tage look of the store.

The men’s fash­ion wear range con­sist­ing of T-shirts, shirts, belts, and wal­lets are dis­played on the ground floor with props dis­played on the top shelves whereas ladies’ fash­ion wear which in­cludes T-shirts, shirts, dresses, and shorts are dis­played on the first floor. The store dis­plays 3,000 clas­sic Bri­tish in­spired mer­chan­dise from the lat­est Spring Sum­mer 2014 Collection.

Speak­ing about the stores, Kavin­dra Mishra –

CEO, Pepe Jeans In­dia said, “Pepe is set­ting a new bench­mark of the ul­ti­mate in­ter­na­tional re­tail shop­ping ex­pe­ri­ence. The in­ter­na­tional store lay­out has been de­signed to trans­port its cus­tomers to the streets of Lon­don and pro­vide qual­ity fash­ion prod­ucts with an in­ter­ac­tive en­vi­ron­ment. With this, Pepe Jeans is all set to show­case the most com­pre­hen­sive and trendi­est collection of den­ims and ca­sual wear which will pro­vide our con­sumers an exclusive shop­ping ex­pe­ri­ence un­like any other brand.”

The store lo­cated in GVK One Mall, Hy­der­abad, spread across 1,500 sq. ft, dis­plays around 1,800 clas­sic Bri­tish in­spired mer­chan­dise from the lat­est Spring Sum­mer 2014 Collection.

Pepe Jeans Lon­don dis­plays the Spring Sum­mer 20’14 sea­son which sports run­way-in­spired flo­ral prints, bold stripes and bright pops of or­ange, green, blue and sil­ver set against a pal­ette of navy blue and tiered tones of white.

The Mum­bai flag­ship stores at Inor­bit Vashi is spread around 1120 sq.ft. and the Oberoi is of 623 sq. ft.

Pepe Jeans prod­ucts are cur­rently sold through 165 EBOs, over 1,000 MBOs and 150 plus large for­mat stores in the In­dian mar­ket

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