Spain-based denim and casualwear brand Pepe Jeans is pivoting from a denim-focussed brand to a lifestyle one by expanding its offerings and retail footprint, while also harnessing the reach of e-commerce.
Ankur Bisen on the Evolution of Jeans and Pepe Jeans’ Strategic Shift
Spain-based denim and casualwear brand Pepe Jeans is pivoting from a denim-focussed brand to a lifestyle one by expanding its offerings and retail footprint, while also harnessing the reach of e-commerce.
Dissecting the development, Ankur Bisen, senior partner and head for consumer, food and retail, Technopak states that in a price-conscious ecosystem like Indian, the market is inundated with fast fashion brands selling cheaper denim clothing. To differentiate itself from the crowded market, Pepe would want to retain its premium positioning. But this would come at a significant trade-off.
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