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Senior Manager - Marketing Pepe Jeans India
Kidswear is more unorganised than any other apparel segment
Pepe Jeans has plans to increase marketing spend in India by a flattering 20 per cent. In an exclusive interview with Fibre2Fashion.com, Neha Shah, Senior Manager - Marketing, Pepe Jeans India talks about the brand's plans in the country and India as a market for the brand.
By what percentage is the marketing spend likely to increase? Please elaborate.
We have for the first time launched kidswear in India as a part of AW '15. Each season, we plan to run the adult campaign parallel to the kidswear campaign. The focus and approach for each will be unique to the audience to which we want to reach out. We will also continue to reach out to our target audience through relevant collaborations, sponsorships and initiatives.
We are also looking at high-impact, broader-reach properties like cricket. Pepe Jeans is associated with the India-South Africa cricket series this year. We are looking at a continuous association with the sport in future.
Thus, with new categories added and objective looking for newer mediums or properties to drive outreach, the marketing spends are likely to go up by 20 per cent.
What strategies do you plan to deploy to achieve this goal?
The company works on a 360° marketing approach involving both Above-the-Line (ATL) and Below-the-Line (BTL). The brand advertises heavily in print and outdoor media to reach its audience. Pepe Jeans collaborated with key fashion and music initiatives this year to strengthen the connect with youth. The brand associated with the music vertical of the country's largest multi-cultural festival, the Kala Ghoda Arts festival to reach out to a large, young audience. Pepe was the title sponsor of the Grazia Young Fashion Awards in April, a platform that supports young talent in the field of fashion. From Sienna Miller and Kate Moss to Alexa Chung and Brit super model Cara Delevingne, Pepe Jeans continues to be passionate about discovering and nurturing new talent in sync with its image as a young and fashion forward brand.
Sports is yet another great avenue to reach out to the youth. Pepe Jeans has associated with the India-South Africa cricket series this year, which will further help strengthen its customer outreach and connect. Besides, the brand continues to engage with its target group through its social media channels.
What per cent of your marketing spend goes for online marketing?
Approximately 20 per cent of our marketing spend is allocated towards online marketing.