Pepe to increase Indian marketing spend by 20 percent

British denim label Pepe Jeans is aggressively following the Indian strategy. The company plans to increase its India marketing spend by 20 percent in 2016 to launch television campaigns. It also aims to increase its store-count in India to 450-500 from existing 174. The new stores will open in both metro cities and Tier II and Tier III towns.

The company recently brought its global kidswear range to India, which is receiving an encouraging response. Pepe also plans to launch its international footwear range in India by next year. At present, the line is being test-marketed at some of its flagship stores based in metros. The company has also developed a custom studio in its Delhi's Connaught Place store, where shoppers can get their denims stamped with their choice of names or designs.

The aim is to double its sales in India to around Rs 1,500 crores over the next three years. Other than the company’s outlets, Pepe products are also available at 700 MBOs and ecommerce platforms such as Myntra and Jabong. However, now the company wants to grow sales through franchise EBOs rather than through MBOs.