With plans to diversify into kids’ wear segment in the near future, Pepe Jeans is also looking at doubling its turnover in the next two to three years. At present, its turnover is Rs 250 crores. Sharing the company’s plans, Neha Shah, Marketing Manager, Pepe Jeans says, “Pepe Jeans currently caters to the youth and in the future may consider getting into the kids’ wear segment as that is booming in India. Pepe Jeans is already into accessories and provides belts, bags, wallets and socks, to help the consumer complete their casualwear wardrobe. Currently, the brand is present in 81 cities and aims to increase its geographical footprint by opening more stores in cities with a population above 300,000 in the coming years.” Currently, Pepe is sold through 185 EBOs, over 1,500 MBOs and 100 plus counters of LFS. “Our majority of share come from exclusive brand outlets followed by LFS,” Shah says adding, “Pepe Jeans is all about quality fashion at accessible pricing. With super premium brands entering India, Pepe Jeans pricing automatically became more affordable compared to others. Hence, we did not have to work on our pricing. The consumer is willing to pay a price for quality.” Pepe Jeans is a brand for the youth and for anyone who is young at heart. There are no target groups, only mentality groups. It is positioned as an international, fashion, premium jeans and casual wear brand. Talking about their plans for reaching out audiences in smaller towns, Shah explains that Tier II and III towns are ready for global brands as the want quality clothing. “Western influence, comfort, rise in income and increase in brand awareness has boosted global and super premium brands to enter smaller towns,” she states. Launched in India in 1989, Pepe Jeans is currently a leading player in the premium jeans and casual wear segment, enjoying a market share of over 25 percent. The company managed to get a dominant foothold in the Indian market over a span of 20 years and is the market leader in premium jeans and casual wear space. Pepe Jeans today is a complete casual wear brand and sells everything one would associate with casual wear including casual cotton shirts, denim shirts, light-weight jeans, T-shirts, shirts, jackets and accessories such as duffel bags, caps and most recently, cotton casual pants. Commenting on the latest offerings, Shah says, “The forthcoming collection is very vibrant, colorful with lots of awestruck styles and textures, eye-catching prints. This season Pepe has come up with London’s block-rocking women’s wear taking root from the thrift-store rock-chick styling of Spring Festival to the print-clash patterns of Summer Paradise. Pepe Jeans London promises an irresistible set of trend-lend must-haves from day to night and for men the collection gives a modern American wardrobe.”Source: Fashion-United
