Manish Kapoor
Managing Director & Chief Executive Officer Pepe
Sustainability will lead the way
An iconic brand that is synonymously associated with denim and limitless creativity, Pepe Jeans London gives the foundations to exude self-confidence, uniqueness and authenticity. The company that has consistently reinvented the definition of denim to keep up with the trends chooses to describe itself as ‘Born in 1973 on the streets of Portobello, worn in the world today.’ In a chat with Fibre2Fashion, Pepe Jeans India Limited Managing Director and CEO Manish Kapoor talks about the denimwear industry, Indian consumers and sustainability.
What is the size of the global denimwear industry? At what rate is it growing?
The global denimwear industry is currently at $60 billion. It is expected to grow at CAGR of 4.5 per cent till 2030.
What is the share that India occupies in the above?
India has around 2.5 per cent share in the global denimwear industry.
What kind of fabric compositions, washes/finishes, fits, and styles are in trend?
The current trend is more towards sustainable blends in loose and straight fits.
What is the consumer sentiment and attitude in India when it comes to online shopping?
It is positive even though they are preferring offline for fashion during the last six months. While they remain deal/value seekers, consumers are also moving online for convenience and width.
There has also been a huge shift in consumer preferences when it comes to fit and comfort due to the pandemic. Are you seeing this trend in denimwear too?
Yes, there are changes, but they cannot be attributed to pandemic.
What is the next big thing in denims?
Sustainability will lead the way.
What kind of fabrics and innovations are you at Pepe working towards?
We call it Pepe Future. It involves looking at every stage of production and working with partners to reduce waste and incorporate sustainability as a way of life.
What strategic developments have been made at Pepe ever since you stepped in as MD & CEO?
Consumer centricity, digitisation, direct to market, and investments in the brand.
Thrifting, upcycling and sustainability have been big influences among Gen Z and millennials. What are your thoughts? Any work in progress in this direction?
As mentioned before, we are working on sustainability under the Pepe Future umbrella.
What has been your growth story for the last two years? What is the target set for next two?
We have grown at 50 per cent CAGR for the last two years and are looking at growing at 30 per cent CAGR for the next three years. The aim is to grow across channels, but DTC (direct-to-consumer) will remain the focus.
What is your personal favourite when it comes to denims?
Powerflex—our super stretch jeans.
What are the long-term plans at Pepe?
We are transforming ourselves into a denim led lifestyle business.
Published on: 10/10/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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