Senior Manager - Marketing Pepe Jeans India
What is the size of the kidswear market in India? What growth do you foresee in this niche?
Kids' apparel market is more unorganised than any other apparel segment. A huge volume of kids' apparel in India is dominated by local and unorganised players. However, the dynamics of this category is changing as the market and consumers continue to evolve. Increase in the amount of disposable income and retail blitz has brought a sea change in the Indian kids' apparel industry. With kidswear being considered a part of lifestyle segment, a strong emphasis is being placed on brands. Branded kidswear is one of the most propitious markets in India. Industry reports suggest that the category is expected to grow at a Compound Annual Growth Rate (CAGR) of 10.5 per cent, poised to reach US$ 22.4 billion by 2023 from US$ 8.3 billion in 2013.
Which new products do you plan to bring to India?
We recently introduced new categories like shoes and kidswear in India. Besides existing categories, we believe that the company's foray into these new segments will boost sales.
Please tell us something about your upcoming store launches.
Pepe Jeans plans to open flagship stores in prime high-street areas like Linking Road, Mumbai and Tonk Road, Jaipur. We will shortly open exclusive kidswear stores in popular malls such as South City in Kolkata and a few more. We are in the process of opening multiple stores in key tier II cities such as Bikaner, Simla, Siliguri and many more.
Which are your best-selling products?
Pepe Jeans India manufactures an array of chic casual wear for both men and women. Of the entire merchandise, men's segment accounts for 75 per cent, whilst 25 per cent consists of womenswear. Jeans is our core product. It is very popular and sells extremely well. Jeans come in a variety of fabrics, washes, fits and colours. The brand's product portfolio also includes corduroys, cargos, shorts, shirts (casual and party wear), T-shirts, flat knits, sweaters, sweat shirts, jackets and others. Its accessories range is diverse consisting of bags, wallets, caps, socks, et al. Pepe Jeans brings in new collections with better quality fabrics and washes each season. It also introduces exciting looks and themes on a regular basis.
How do you expect the tier II and tier III Indian market to shape up in the near future?
One cannot treat tier II and tier III markets simply as an extension of tier I markets. Companies moving to markets in smaller cities of India need to develop new strategies and formulas for them as they have some inherently different characteristics. Since tier I cities are highly saturated, its consumers are more likely to look for upgrades. On the other hand, tier 2 cities will have a greater number of first-time buyers of products, technology or services. Essentially, companies looking to penetrate into tier II and tier III markets need to develop appropriate products, sales and marketing strategies and business models. The tier II or tier III markets are definite growth drivers of the future. A good local market intelligence framework will help in the successful ascension of this market.
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