One of the first denim brands to introduce denim customisation service to customers, Pepe Jeans has tied up with Style Lumia, a fashion analytics site that gathers data on current styles and colors. This helps the brand to decode consumer needs. “We are able to predict current fashion in a better way to get the right kind of merchandise and understand global trends. All these factors help the brand become more productive,” explains Neha Shah, Assistant General Manager-Marketing, Pepe Jeans India.
Pepe Jeans Custom Studios are located at five locations across India viz. Mumbai, Delhi, Gurgaon, Bengaluru and Kolkata. “Denim customisation service lays a powerful tool in the hands of customers that will revolutionise denim fashion in India,” Shah says.
Styles dominating men’s denim segment
A brainchild of Kenya-based Shah brothers: Nitin, Arun & Milan Shah who revolutionised London’s fashion scenario by creating stylish and trendy jeans, Pepe Jeans was founded in 1973. The brand entered India in 1989 and manufactures a wide array of chic casual wear for men, women and kids. “Jeans is our core product and sells extremely well,” notes Shah. The brand’s current top three selling men’s denim styles are: tapered, distressed and comfort jeans.
“Distressed jeans have a slight taper - skimming the leg and fitting, especially around the thighs and calves,” notes Shah. “More flattering than skinny fit but more sculpted than the straight leg, tapered leg jeans achieve a ‘footballer’ aesthetic with a comfortable seat and streamlined calves and ankles,” she adds. Elaborating on distressed and comfort denims, Shah says, “This season’s distressed denim comes in all forms of ripped, bleached and raw edging. Similarly, joggers and faded skinnies for men are quite popular at the moment.”
Profound growth in women’s denim segment
Shah points out women’s denim wear have witnessed profound growth over the last decade. With westernisation and urbanisation and various other factors such as new technologies, styles, finishes, looks and trends, the denim category has captured not only the cities, but also Tier I, II towns. The top three selling women’s denim styles include skinny, mom jeans or baggy denims, and slim fits. Skinny jeans can be paired with almost anything, mom jeans are more comfy and stylish whereas slim fits are preferred by everyone because of their versatility and function,” she further states.
Reinventing denim fashion
Pepe Jeans London remains at the forefront of international denim-led fashion with each of its new collection. This has been possible due to the brand’s commitment to create strong fashion led collections, hottest multimedia marketing campaigns and exciting retail environments while remaining sincere to the Pepe Jeans DNA and in particular to its roots in London where the brand originated. “We stay true to our roots by reinventing denim fashion, using new washes and innovations season after season,” states Shah. The brand’s product portfolio also includes: T-shirts, flat knits, sweaters, sweat shirts, jackets as well as woven merchandise. Its accessories range comprises bags, wallets, caps, socks footwear.
“It is our constant endeavor to leverage technology to evolve customer experience,” avers Shah. “We aim to ensure a ‘wow’ experience for our customers every time they shop from Pepe Jeans – be it through our stores or e-retail,” she adds. The brand currently e-retails through partners like Myntra, Jabong, Amazon, Flipkart, Cilory and Ajio.