While most garment manufacturers in India take inspiration from international styles and fashions, Pepe Jeans, is making waves on the international front with its exclusive designs and styles called Jeggings. Pepe Jeans in India is the first brand to present Jeggings. The jegging fabric
comes from Turkey with the Pepe Jeans spring/summer SS ’10 collection. The original jeggings fabric used by Pepe comes from ISKO which is superior in terms of its weight, compactness, stretch ability and endurance to home laundering.
Along with making headway on the international shores, Pepe is also out with its spring/summer collection ’10 in India. Chetan Shah, Director , PJL Clothing India, makers of the brand Pepe says, “It is an ideal blend of high street elegance, eclectic bohemian styles and relaxed tom-boy looks for women. For men the collection emphasizes on high street fashion, classic summer and resort wear and relaxed casual college look.” Pepe Jeans London has a distinct offering in comparison to its competitors. The brand is positioned as an international, fashion, premium jeans and casual wear brand. “In India a very large audience falls under the age group 25 and 35 years respectively and that is the age group Pepe targets. It strongly focuses on youth between 16 to 25 years of age, offering a fashionable and jeans wear. Pepe’s positioning has been consistently fashionable and stylish in terms of communication (advertising and promotions),” says Shah.
Pepe Jeans works on a three-fold retail combination of EBOs, large format stores and MBOs. “The main objective of the exclusive outlets is to create a larger than life image of the brand. Also, they serve the purpose of brand image building as well as accessibility of the full collection that the brand offers. These three channels form the base of our strong distribution network across the country in Tier II and Tier III cities apart from the metros. Each one of these does not compete but complement each other and equally contribute to our overall growth,” explains Shah. Pepe Jeans London has gone for extensive reach and availability across India. With 100 plus Pepe exclusive stores, 90 plus large format store locations and 1,500 plus multi-brand outlets, Pepe has established its presence all over India. Today, Pepe has the highest market share in the premium jeans and casual wear segment. To increase their retail presence across all cities, they have earmarked to open 300 plus stores by the end of 2010. Their stores are approximately 800 sq. ft. to 1,200 sq. ft. in size. Currently, the annual turnover of the company is Rs 350 crores; and they hope to reach a sizeable Rs 500 crores by the next financial year.
