With the objective to develop a firm base in the Indian market, youth garments major Pepe Jeans India Limited has decided to focus on below-the-line-initiatives for product promotion. The group has planned to sponsor and organise fashion shows, road shows and various style awards running through the year. Managing Director Chetan Shah said, the purpose was to position Pepe in Indian market as an affordable, stylish, comfortable and youthful brand.
Further elaborating the firm’s strategy, he said that the latest advertising campaign of the product in India was international in nature. “There is no Indian model or agency involved. On one hand, while the advertising campaigns in print and electronic media will not be changed, the marketing strategy on the other hand, will be to partner and sponsor different style events in the country. Road shows will be conducted extensively across different colleges in India,” added Shah. Pepe Jeans would sponsor the MTV Style Awards in October. Keeping in line with these activities the music band ‘Junoon’ was sponsored recently in South India.
Currently there are 30 Pepe Jeans outlets in India. The denim major is planning to add seven more by the end of this financial year. As Shah informed, almost 50 per cent of these stores were run by franchise partners.
However, in line with the refreshed initiatives, Pepe would launch a new range of accessories and clothing items almost every month to offer the Indian consumer a wider choice. A tie-up with Lycra has recently been worked out keeping this objective in view.