Pepe’s new autumn winter advertising campaign features latest Spanish International Soccer sensation Fernando Torres and supermodel Laeitita Casta, who has featured in Pirelli Calendar and is a French actress. Steven Klein, who has captured the likes of Madonna and Brad Pitt, to name a few, has created the campaign.
Says Chetan Shah, Country Head, Pepe Jeans India, “Pepe’s positioning in India is pretty much aligned with its global positioning; Pepe’s primary target segment is 17 to 25 age group (both male and female), SEC A+ and Sec A. Pepe projects itself as young, cool, extrovert, fashionable and casual. Standing apart as an individual but still being comfortable in a group or family environment epitomises the Pepe Jeans individual.”
He adds, “The new Pepe campaign, spinning across outdoor in 20 cities and in 10 top film and lifestyle magazines, has been shot by Steven Klein and features Fernanado Torres and Brazilian supermodel Laeticia Birkheuer. First and foremost, the black and white campaign sets it apart from the colour clutter across all media. In addition, the models together bring out all the pyschographic elements of the Pepe target audience. Finally, the overall visual creates aspiration.”
What has been the initial feedback for Pepe’s Autumn Winter collection? Shah says, “Phenomenal. Pepe has launched more than 400 styles for autumn-winter 04 i.e. in August 04 to January 05 selling season. This is the biggest and most comprehensive collection that Pepe has ever launched in India covering all product categories for guys and girls including core jeans, fashion jeans, cargo plants, T-shirts, Jackets in denim, canvas and leather, sweaters, sweatshirts, ladies long skirts and shirts. Pepe’s corduroy pants and stretch denim jeans have been a runaway success and we are virtually sold out even before Diwali shopping has begun.”
Pepe’s equity has increased manifold over the years. The consumer connect has been virtually 360 degrees: above the line has been primarily outdoor and print across all the metros and B –class cities. Below the line activities have ranged from in-store POS and promotions to sponsoring international acts like Michael Jackson, Bon Jovi, Deep Purple and Junoon for their India tours and extending to interactive activities across colleges, night clubs and youth hangouts.
How has Pepe maintained the line of differentiation, from its peers? Shah answers, “The differentiation has occurred over various parameters. As far as products are concerned, it is by far the most comprehensive jeans wear and casual mens and womens brand in India. The competition has been restricted primarily to specialize in jeans or shirts or knitwear or only in mens or ladies. Stand-alone retail stores- we have successfully launched 30 exclusive store over the last four years. This, along with almost 50 departmental store locations and 600-plus multi-brand outlets ensures Pepe retains the highest market share in the premium international jeans and casual wear segment. Plus, we are the most aggressively priced brand in the premium segment. We have successfully destroyed the myth that being premium/international does not mean being expensive.”
He adds, “Communication wise, Pepe’s mass media ad campaigns or below-the line activities have a common objective- break the clutter. Again in terms of product innovation, Pepe leads by constant product innovations in terms of styling, colors and fabrics. Pepe launches its new product lines before anyone else every season. It unveils 7- 10 new styles in the store shelves every 10 days throughout the year. Pepe’s jeans style called Comfort is the India’s single largest selling style of any jeans brand across all segments (premium and below). “
Shah maintains that the supply Chain Excellence-order fulfillment rate across Pepe’s retailers is by far the highest in the industry. He asserts that Pepe currently has the highest market share and is the no 1 jeans wear brand at the country’s topmost retail outlets.
PJL Clothing (India) Ltd., the Indian subsidiary of Pepe Jeans International was launched in 1989. Today Pepe has become one of the leading fashion brands in the premium segment. Pepe’s business can be broadly classified into 45% jeans and 55% fashion denim with women’s wear at 35%. Pepe merchandise is available at 23 exclusive Pepe showrooms in addition to other top retail outlets.