Pepe Jeans focuses on products expansion to boost sales

As part of its rapid expansion policy in India, Pepe Jeans recently introduced new categories like shoes and kids’ wear. It hopes these new segments will further boost sales. For the first time ever, kids’ wear has been launched as a part of its Autumn/Winter 2015 collection. The company plans to run the adult campaign parallel to the kids’ wear campaign each season with the unique focus to each of its target audience through relevant collaborations, sponsorships and initiatives.

Neha Shah, Marketing Senior Manager says since sports is a great way to reach out to the youth, the brand has associated with the India-South Africa cricket series this year. The move will further help strengthen the brand’s customer outreach and connect. Besides, the brand continues to engage with its target group through its social media channels. The company works on a 360° marketing approach involving both Above-the-Line (ATL) and Below-the-Line (BTL) and advertises heavily in print and outdoor media to reach its audience.

Pepe Jeans has collaborated with key fashion and music initiatives this year to strengthen its connect with the youth. The brand was recently associated with the Kala Ghoda Arts festival in Mumbai and was also the title sponsor of the Grazia Young Fashion Awards. From Sienna Miller and Kate Moss to Alexa Chung and Brit super model Cara Delevingne, Pepe Jeans is on a mission to find and groom new talent in sync with its image as a young and mobile brand, points out Shah.

As a part of its pan India expansion policy, Pepe Jeans plans to open flagship stores in prime high-street like Linking Road in Mumbai and Tonk Road in Jaipur along with exclusive kids’ wear stores in popular malls such as South City in Kolkata and others. It is also in the process of opening multiple stores in key Tier II cities such as Bikaner, Simla, Siliguri etc.