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New leadership to boost Pepe’s India presence

By FashionUnited

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Fashion

Pepe Jeans India has brought on board Kavindra Mishra as Chief Executive Officer. He took charge this July. With Mishra at the helm, the brand is now looking at pepping up its India business. Elaborating on Mishra’s responsibilities, Neha Shah,

Marketing Manager, Pepe Jeans India says that in his current role, Mishra will be responsible for growing the existing business portfolio and will be instrumental in designing effective strategies for Pepe Jeans India and embed them in the broad spectrum of their global strategy. “His appointment marks the beginning of an exciting new chapter in Pepe Jeans’ journey. With his rich experience in strategic planning, and retail, he is confident of executing a roadmap to achieve the next phase of growth for this company,” she explains.

Pepe Jeans
has completed 40 years of a successful journey since its inception in 1973. The brand that started on the streets of London’s Notting Hill, didn’t take long to woo the city’s most trend-savvy consumers. They flocked to Portobello market to lay their hands on a pair of the most in demand denims of the day. Detail rich denims with an unswerving attention to fit and fabrication helped set Pepe Jeans establish the brand across the globe.


Business expectations

With the reviving of economy, Pepe has witnessed an increase in sales this year and remarkably during the current end of season sale. “With upcoming festivals such as Onam, Dussehra and Diwali, we expect sales to rise further,” Shah explains.

In India, the brand is present in 182 EBOs and over 1,000 MBOs and over 100 large format stores. Pepe has chalked out an aggressive expansion strategy for the next few years. Pepe initially entered Tier II towns through MBOs. And as its products got acceptance, the brand has opened exclusive stores in Tier I, II cities.


Festive collection

Being a complete lifestyle brand, Pepe offers a huge variety of casual clothing. It gives complete wardrobe solutions to fashion conscious customers. “Our product range includes shirts, T-shirts, flat-knits, sweaters, sweat-shirts, and jackets in tops and a wide variety in denims, corduroys, cargos, shorts in bottoms.Complimenting the range are accessories that includes bags, wallets, caps, socks,belts and full range of winter accessories like gloves, skull-caps and scarves among others,” says Shah.

To celebrate the completion of 40 years, Pepe Jeans, plans to unveil its most directional women’s and men’s wear collection to date. London-led hipster looks take the spotlight alongside a trend-led reappraisal of the folk trend and a super sharp interpretation of the rock-chic aesthetic. Dark green tones, mid-blues, burgundy and mustard provide colour palette highlights. Oversized graphic print T-shirts, slogan sweatshirts and plaid shirts are paired with denims to create a street wear-inspired look. Materials for the Autumn/Winter 2013 include raw denim, plaids, cotton poplin, cotton voile, eyelet, ticking stripes, and chambray.

On the marketing front, Shah says, “We are coming up with innovative offers and executing new store launches. We are also tying up with college fests. With the introduction of new, eccentric and inventive styles that infuse ground breaking trends there has been a significant change in demand. For instance, teaming up a pair of denims with a formal shirt launches Pepe Jeans in the work wear category of attires as well.”
Pepe Jeans