Piccadilly vibes in Pepe Jeans

India’s leading premium international denim brand, Pepe Jeans London is introducing the indie, funky vibes of Piccadilly Square, London soon. This collection is inspired from the busy Piccadilly Circus road junction. Piccadilly has a strong influence

of theatre and high fashion all blending along to create a funky look. The style is characterized by strong influences of the independent and bold street life. The color palette emphasizes blacks, charcoals and whites, depicting the stark strong personalities of the Piccadilly people. The range is called Be Piccadilly and attempts at creating an effortlessly eclectic and high fashion style.

For women, the spring/summer ’11 introduces a contemporary, chic and tasteful collection of high fashion, feminine and voguish designs, in a variety of international styles. For men, it introduces a contemporary, tasteful collection of high fashion and flamboyant designs, in a variety of international styles.

Every month as a part of its SS ‘11 Collection, the brand will keep introducing new looks and themes as innovation and product offering is the brand’s focus now. As Chetan Shan, Director, PJL Clothing explains, “Through 2009, the Indian market was in an extremely resilient phase. But as the economic condition stabilized in 2010, Pepe Jeans realized that the Indian consumer is certainly demonstrating more optimism. The brand has experienced better customer footfalls and overall sales. Our vision for the year is to focus on the product offering and to sustain market leadership through constant innovation.”

Pepe Jeans has also decided to crank up the ‘va va voom’ factor for its spring/summer ’11 ad campaign with hot celebrity model Anne Vyalitsyna and male super model Jon Kortajarena. Set against the backdrop of East London’s iconic Victoria Park the latest campaign finds Vyalitsyna rolling out Pepe Jeans hottest rock-tinged looks with a little help from the co-star, Kortajarena.

In India, Pepe Jeans is constantly introducing newer washes in denims and fits. Shah says, “Jeans in various styles and different washes are sure to be a hit this season. Skinny jeans for women and cigarette fit jeans for men are most likely to be a rage.” Also on the anvil is a new fit for ladies called Elite. This will be wider from the hip area and tapper at the bottom giving a slim look to the girls with slightly wider hips. <br/>
 The brand is positioned as an international, fashionable, premium jeans and casual wear brand. At the moment, the brand is focused on its denim range and not in any hurry to build up its accessories line. Pepe Jeans in India does a limited collection of accessories like wallets, socks, caps and bags. Children’s wear may be a consideration at some point in time.

Shah says “In India, Pepe Jeans enjoys a market share of 25 per cent-- the highest in the international premium segment of the casual wear market. All the international brands in the market are catering to Sec A, A+ consumers and hence competition is fierce as compared to other segments.” With 182 EBOs, 90 plus large format stores and 1,500 plus MBOs, Pepe has established its presence all over India. Shah says, “The annual turnover is currently Rs 350 crores and we hope to reach Rs 500 crores by the next fiscal. Also, we are looking to having around 250 EBOs by 2011. We also plan to set up stores in cities with a population of above 300,000. Currently, the brand has stores in 81 cities and aims double the number of cities by opening stores in newer locations within next three years.”