With plans to increase its retail presence across cities and smaller towns of India by launching 50 more EBOs by 2011 – 2012, Pepe Jeans - the well-renowned premium jeans brand from PJL Clothing India - is eyeing a sizeable chunk of the Indian premium apparel market pie. While targeting a total of 263 EBO’s within this year in geographical locations across India that have a population above 3 lakhs, it hopes to take its annual turnover to Rs 500 crores from the existing Rs. 300 crores within the next fiscal year. The company has just launched its latest flagship store in Vijaywada in coastal Andhra Pradesh. Spread over a 2200 sq. ft retail area, the store is divided into zones and has a layout on par with Pepe’s stores worldwide.
Presently Pepe Jeans has stores in 81 towns and cities in India, and will be concentrating on smaller towns as part of its brand expansion plans. “Our present strategy is to strongly focus on innovation and quality. At Pepe Jeans we believe that it has to be the right blend of both fabric and style to create the perfect product. Hence our focus most certainly is both. We also realize that small towns are getting increasingly brand conscious, and therefore we have introduced a number of exclusive outlets in smaller towns. We support our global brand positioning and brand strategy by communicating through various media,” says Chetan Shah, Director of the Mumbai-based PJL Clothing India.
These media include working on a 360° approach on its marketing communications strategy, involving both above the line and below the line activities. While billboards, visual and print advertising constitute Pepe’s above the line strategy, these are strongly backed by point of sales material, innovative window displays and larger than life visual images in stores reinforcing the communication strategy. Targeting a primary audience of 16-25 year olds and a secondary audience of 25 – 40 yrs old, Pepe Jeans’ spring/summer ’11 collection, a contemporary, chic and tasteful collection of high fashion, feminine and voguish designs and international styles, is doing well currently in stores.
“This collection is an ideal blend of high fashion, eclectic silhouettes and relaxed urban styles this season. Pepe Jeans London unveils exciting looks and themes every month as part of its SS ‘11 Collection. Each range within the collection introduces an array of new styles and eclectic fabrics that are combined to create distinguished silhouettes, a colour palette that is extensively varied, and styles that are international in appeal this season. Priced at Rs 799 onwards, the Pepe Jeans spring/summer collection ’11 is available at Pepe Jeans London stores nationwide,” adds Shah. The men’s collection includes the East Quay, Treble Fest, Tran-Sport and Indigo Brothers ranging from bleached out shorts and sun soaked T-shirts to bright and colorful playful patterns such as stripes, checks and lightweight denims. The women’s collection is a blend of Piccadilly-inspired high fashion, eclectic and feminine silhouettes and relaxed urban styles with ranges such as Be Piccadilly, Cupido and Indigo Brothers.
With 175 plus exclusive stores, 90 plus large format store locations and 1500 plus multi-brand outlets, Pepe has established its presence all over India. With Pepe Jeans London having gone in for extensive reach and availability across India, the brand today has one of the highest market shares in the premium jeans and casual wear segment which is poised to rise even further over the next few years.