We are focussed on OOH and digital media: Suresh Nambiar, Pepe Jeans
According to Nambiar, CEO, Pepe Jeans, the brand spends around 12% of its revenue on marketing in OOH, BTL and digital
Denim and casual wear jeans brand Pepe Jeans has entered the North India market with its new range of premium innerwear. The new segment by Pepe Jeans is the result of an equal joint venture between Pepe Jeans Europe BV and Dollar Industries Limited.
Interacting with us at the launch event, Suresh Nambiar, Chief Executive Officer, Pepe Jeans Inner fashion said, “After huge success of the initial launch in the south of India, the brand is now expanding into North India and we are positive to receive the same amount of appreciation that we got from the initial launch’
“There’s a lot more opportunity in the apparel segment and a lot of scope for business in the innerwear segment and we want to grab that opportunity”.
He further added that Pepe Jeans has been a known brand in India and this will help them to attain a market share soon. The brand’s salience is extremely strong and there's a loyalty factor for the brand also, which is a key advantage.
“We’re not in a hurry to grab market share across the board, we're looking at one region at a time, placing the products one by one”, Nambiar explained.
According to him, “The brand aims to be in the top three positions in the next four to five years and in the next year we will cover pan-India”.
The brand will also gear up with an outdoor campaign starting this festive season in the 25 major cities comprising North and South India. “Our largest presence is in the southern market, and we will boost our presence in northern markets as well with this launch", he said.
Nambiar also shared that the company is planning to cover the western and eastern parts of India by the next year.
On brands preferred marketing mediums, he explained, “Digital is one of our aggressive mediums, compared to a non-digital platform from an advertising point of view. As we are catering towards Tier cities also, we are focusing on Out-of-Home and BTL activities. The reason behind not advertising on TV is because our target audience has shifted to digital media and then OOH and BTL mediums have given us good results”.
The company claims to spend around 12% of its revenue on marketing in OOH, BTL, and digital activities.
When asked, what percentage of sales e-commerce contributes to the overall business, Nambiar replied, “We’re getting great traction over the last 10 months since we are available on Amazon. It's been around six months we are available on Flipkart and the traction is amazing. It caters to 20% to our top line”.
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