The A/W ’19 kids’ wear from Pepe Jeans London celebrates the iconic heritage of the brand through its archive logos and motifs. “The collection offers a colourful mix of knits and puffa jackets, plaid shirts and hoodies, zip-up tops and folksy-fun pieces for the girls,” says Neha Shah, Assistant General Manager-Marketing of the brand. “The outerwear staples tap into a retro charm ensuring that Pepe Jeans London kids are always warm,” she explains. The collection caters to children 4 to 12 years of age and consists of classic casuals and fashion denims.
High quality designs at right price points
Pepe Jeans London’s strength is its high quality and good design products that are introduced at the right price points and are accessible across key offline and online mediums. “Our target audience includes fashion conscious kids and parents who are not afraid to loosen their purse strings for quality products and latest trends,” adds Shah. The brand forayed into the kidswear after 16 successful years in the Indian market. It realised the potential of children’s fashion and introduced clothing for children in the age group 4 to 12 years. “This collection had more patterns and saturated colors, whereas our collection for older children was a bit more reminiscent of their adult fashion counterparts,” adds Shah.
Pepe Jeans has expanded its kidswear business across the country. Today, the brand’s kidswear is available across 74 brand stores nationally, as well as at popular large format outlets such as Lifestyle, Shoppers Stop and Central. Pepe Jeans Kidswear is also available on Amazon India, Flipkart, Myntra and Jabong.
Market booms as brands reorganise marketing strategies
“Kids have the ability to influence the buying decisions of parents and exert significant buying power,” says Shah. “Their purchase decisions are often influenced by their favorite TV characters or celebrities, movies, TV serials, friends, etc,” she adds. The kids wear industry is definitely blooming with brand reorganising their marketing strategies and merchandising around this. Brands are also innovating with natural, hygienic and flexible fabrics to suit their comfort.
High commitment, strategies to help tap kids’ denim market
Shah believes, the kids’ denim wear market offers several positive opportunities, but to tap it brands need to have a high-level of commitment and adopt well-formulated strategies. “Brands and retailers need to ensure better penetration beyond urban pockets and cater to the price-sensitive children’s segments in semi-urban and rural India,” she says. “Many kids’ denim brands have struggled with planning their retail expansions and thus have been forced to roll back plans or got entangled in high debt traps and unwarranted business litigations.” She says new entrants can shorten their learning curve by learning from the challenges and roadblocks faced by early entrants and existing players. “The ability of brands and retailers to address the specific requirements of children as well as their parents and to offer fashion solutions rather than mere products will be critical for their success,” she adds.