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.
Bu hikaye Images Retail dergisinin November 2023 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye Images Retail dergisinin November 2023 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
McDonald's The Maharaja Mac Of Transit Retail
While McDonald’s serves as a great example of successfully Indianising a global brand, it is also an insightful case study in strategically making transit retail work
Founders, Market are Key for D2C Investors
Investors and brands across the retail landscape are the crucial factors considered when raising funds
Powering Consumption Growth India's Home and Household Market Report
The report from Deloitte India projects that India’s home and household market is witnessing strong demand, particularly in tier 2 and tier 3 cities that are emerging as growth hubs
Tech Infra Readiness Among Top Challenges in GenAI implementation
Tech infrastructure readiness is one of the top three challenges organisations in the technology, media, and telecom (TMT) sector face when implementing Generative AI (GenAI) solutions, a report stated.
Amazon India Introduces AI Chatbot Rufus Ahead of Festive Sale event
E -commerce major Amazon India launched a new generative AIpowered conversational shopping assistant, Rufus, ahead of the start of its festive sale event.
'Fusion of Art and Commerce Helps Virtuous Retail Create Culturally Rich Shopping Environments'
Sumi Gupta, board member of VR South Asia, who spearheads all things art and culture at the group, talks about the unique approach of curating art festivals in retail spaces to foster a deep community connection and drive commerce
Jumboking's Travel Retail Journey
About 95% of Jumboking's outlets are positioned at busy transit hubs benefiting from the high foot traffic these places enjoy
What's Driving the Success of Electronics on Q-commerce
Electronics are among the hottest selling items on q-commerce. Here's what's driving the trend and why the collaboration is a win-win for all stakeholders
Measuring the Influencer Effect
Influencer marketing has become a core part of every brand's marketing. But does it really benefit brands?
Mid-range Smartphone Users Lead in Premium Product Engagement
The study, conducted by Bobble AI’s Market Intelligence division, delves into the online shopping behaviour of smartphone users
