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.
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