Pepe Jeans to open 250 EBOs soon

Pepe Jeans, the well-renowned premium jeans brand from PJL Clothing India, is strongly focusing on growing its casual and denim wear segment for men and women. It plans to set up around 250 exclusive brand outlets by 2011 and increase stores in

cities with a population above 300,000. Currently, they have stores in around 81 cities and the aim is to double this number within the next three years to increase its geographical footprint in India.

With the market for branded jeans at over Rs 2,000 crore, Pepe has managed to build a dominant foothold in the Indian market over a span of 20 years. It is the market leader in the premium jeans and casual wear segment. Even amidst strong competition from denim wear brands such as Levi’s, Wrangler, Lee and Lee Cooper, Pepe Jeans claims to enjoy a market share of 25 per cent, which is one of the biggest in the international premium segment. As a brand Pepe Jeans aims to become a consistent player focused on the upper middle to upper segment in its pricing structure and distribution channels.

“Season after season Pepe Jeans follows the international fashion cycle – Spring Summer and Autumn Winter. Pepe Jean’s positioning has been consistently fashionable and stylish in terms of communication (advertising and promotions); and the same can be seen even with their latest autumn/winter ’10 campaign. Jeggings in fashionable prints for women and organic denims for men are the hottest trends. In fact, Pepe Jeans was one of the first brands to bring jeggings to India. And the trend is now a huge hit,” says Chetan Shah, Director, PJL Clothing India.

“For men this autumn/winter Pepe Jeans has introduced a stylish range of organic denims, in their endeavor to go green. In addition, the denim is manufactured and treated using ozone technology, a process that significantly reduces water consumption, use of energy and toxic chemicals, better known as the Zero wash. This technology produces a cleaner finish to the jeans in a much quicker time frame and uses minimal amounts of water during its cycle. Made from organically grown cotton, this eco-friendly range of denims from Pepe Jeans is gradually winning over new ground both on the farm and in the fashion scene. We also do a limited collection of accessories like wallets, socks, caps and bags as we are strongly focusing on our denim and casual wear section,” he adds.

The entire collection of Pepe Jeans is styled and designed in Europe each season. Pepe has three design offices in London and Madrid and their manufacturing is a combination of Europe and India. With 175 plus Pepe EBOs, 90 plus large format store locations and 1,500 plus MBOs, Pepe has established its presence all over India. The main objective of the exclusive outlets is to create a larger than life image of the brand as well as accessibility of the full brand collection both sourced in India as well as the international collection.