“There’s a lot happening at Pepe Jeans this year. Kids wear from Pepe Jeans is a strong line for the company globally; and we look forward to introducing the line for the first time in India in the coming season. Our growth story continues to grow stronger with each passing year. This year we also plan to open approximately 40 new stores across India.” Said Kavindra Mishra, CEO- India, Pepe Jeans London.
In an Interview with MediAvataar India, Kavindra divulged the impetus to their growth in the India market. Also, what makes them tick when it comes to the GenX.
Here is the complete Q&A…
MediAvataar: What does the brand Pepe jeans stand for in the Indian Market?
Kavindra: Pepe Jeans is more than a brand; it’s a lifestyle. Pepe Jeans is defined by fashion forward designs and a cool attitude. Inspired from London’s energy and street wear styles, every garment exudes a playful attitude. We make jeans that look great & fit well.
MediAvataar: With a flurry of international apparel brands entering the market via various touch points, how do you plan to stand out?
Kavindra: Pepe Jeans London remains at the front of the fashion pack with a winning formula based on its ability to deliver the strongest denim-led fashion. We realized that accessibility is key; hence we are focused on an Omni-channel approach.
MediAvataar: How do you see the e-commerce space in India? Where do you see it heading?
Kavindra: E-commerce has revolutionized the way in which brands do business. It has made brands highly accessible.
We sense a great opportunity in Tier III markets. With the help of e-commerce brands are able to reach out to these markets successfully. Consumers too are increasingly making purchases on e-commerce platforms. It allows them the convenience of making purchases in the comfort of their home. However a majority still prefer visiting the store to ensure a product touch and feel before purchase.
MediAvataar: How do you mange the counterfeit aspect of doing business in India?
Kavindra: We have enhanced our anti-counterfeiting efforts with a dedicated in-house legal team that is quick to take action. When consumers or partners from across India alert us about possibly fake goods passed off on the streets as merchandise from the brand, the legal team immediately takes the necessary action and precautions.
MediAvataar: What are you latest collaborations?
Kavindra: Pepe Jeans recently collaborated with the prestigious University of Cambridge, to launch a new collection together: the Cambridge Collection, a college-style line of menswear for spring/summer 2015. The collection is inspired by the traditional sports practiced at the University, such as rugby, rowing and cricket. This joint collection from Pepe Jeans and the University of Cambridge includes rugby-inspired polos, T-shirts and shirts bearing the Cambridge logo.
An interesting media collaboration for us this year was the Grazia Young Fashion Awards 2015. As a young and fashion forward brand, Pepe Jeans associated with the Grazia Young Fashion Awards – a platform that supports young talent in the field of fashion.
MediAvataar: Do you ever want to broaden the TG from youth to older consumers?
Kavindra: Pepe Jeans is for the young at heart. We believe that there are no target groups, just mentality groups. The brand caters to consumers who are style and fit conscious.
MediAvataar: Do you think that virtual space will ever get bigger and better than brick and mortar?
Kavindra: E-retail and brick and mortar stores are not competing ideas. Consumers today buy from varied channels, for instance, an EBO, departmental store or online. An Omni-channel strategy is the future of the retail industry.
MediAvataar: Tell us more about the latest marketing campaigns that you are running and how is it helping the brand?
Kavindra: Season after season Pepe Jeans unveils fashionable international campaigns in India. Our marketing approach each season consists of a robust print and outdoor plan, supported by PR and social media. This season we were also part of two great collaborations. Pepe Jeans was the sponsor of the music vertical of the prestigious HT Kala Ghoda Arts festival 2015. Pepe Jeans is synonymous with a youthful and rebellious spirit; and music is the truest form of this expression. Pepe Jeans was also the title sponsor of the Grazia Young Fashion Awards 2015. From Sienna Miller and Kate Moss to Alexa Chung and Brit super model Cara Delevingne, Pepe Jeans London continues to be passionate about discovering and nurturing new talent. As a young and fashion forward brand, Pepe Jeans associated with the Grazia Young Fashion Awards – a platform that supports young talent in the field of fashion.
MediAvataar: What do we expect in the future for the brand?
Kavindra: There’s a lot happening at Pepe Jeans this year. Kids wear from Pepe Jeans is a strong line for the company globally; and we look forward to introducing the line for the first time in India in the coming season.
Our growth story continues to grow stronger with each passing year. This year we also plan to open approximately 40 new stores across India.
MediAvataar: Your thoughts on the Apparel industry on the whole in India?
Kavindra: The future of the apparel industry looks promising, thanks to the strong domestic consumption. With consumerism and disposable income on the rise, the retail sector has experienced a rapid growth.