Pepe Jeans was one of the earliest apparel companies to enter India way back in 1989. The SpainP headquartered brand has changed its business model in India many times from a distribution to a completely owned global subsidiary. Manish Kapoor, Managing Director of Pepe Jeans in India, talks about the company's three-decade journey and the digital transformation of its stores, manufacturing process and the whole supply chain. Edited excerpts:
Pepe had entered India a few years ahead of the famous 1991 economic reforms and you have grown to be one of the biggest denim sellers in India. Could you tell us about your journey?
If we look at Pepe Jeans journey in India, we effectively say that we are running our fourth life. We entered India in 1989 and we were a popular European brand. We came into the country and made the same mistakes that a lot of foreign brands make while launching a European product in India like having European pricing that didn't work.
In 1992, a gentleman called Chetan Shah, who was an employee of Pepe said that we have to do this differently in India and it needs a different formula. We took up a license for Pepe in India and started doing product and positioning that was right for India. If you look at it, American brands brought functionality to fashion while European brands brought fashion to denim. And that's what clicked for Pepe. We became a very, very prominent player in the whole denim fashion space.
Again, there was a change of strategy for Pepe in India in 201112, when we said that while we are successful, our positioning between what we are in Europe and India is different. We need to change that and get closer to what we stand for the consumer as a brand globally. So, we took up 100 percent equity in the Indian business and started our third innings from there till 2018.
Denne historien er fra November 2023-utgaven av Images Retail.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra November 2023-utgaven av Images Retail.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Retail Sector Records Strongest Hi Leasing in 5 years: CBRE
Leasing in Bengaluru, Chennai, and Delhi-NCR accounted for 59% share during Jan-June 2024.
Lulu Mall Bengaluru Welcomes 5 New Brands
Lulu Mall, Bengaluru, operated by the multinational developer Lulu Group, has expanded its portfolio by welcoming five new retail brands, the company wrote on social media.
Gujarat gets its First IMAX at Palladium Ahmedabad
Mumbai-based PVR Cinemas opened a new theatre at Palladium Ahmedabad, a social media post by a company official.
Budget 2024-2025: What's in it for Retail?
An overview of all the retail ecosystem-related measures in the Budget 2024-2025 revealed by Finance Minister Nirmala Sitharaman in her 7th budget speech.
Identity As a Service (IDAAS) Simplified
An explainer on Identity and Access Management-As-A-Service (IDaaS) in the context of retail.
6 Ways in Which D2C Brands are Redefining Physical Stores
From quirky fixtures to restageable elements, D2C brands do it differently when they open brick-and-mortar stores
What Innovation Means for Different Leaders
A look at how representatives of different retail categories define innovation and how they approach and implement it in their businesses.
Elevating Experience Through Omnichannel Retail Strategies
Here's how retailers are blending online and offline to offer seamless and personalised customer experience.
How to Improve Customer Engagement with Generative AI
Ways in which retail businesses can embrace generative AI to create hyper-personalised, seamless conversations to secure a lasting competitive edge in the marketplace.
'Customers Do Not See Shoppers Stop.com as Just Another e-commerce Site'
Sreekanth Chetlur, Chief e-commerce Officer, Shoppers Stop speaks about the three-decadeold physical-first department store chain's e-commerce journey, goals and strategies
