Pepe Jeans to increase investments in digital media to 60%

Pepe Jeans plans to increase the brand’s investment in digital media to 60 per cent this with focus on content creation rising to 18 per cent from the previous 5 per cent. For the upcoming Autumn/Winter’24 season, the brand plans to shift its focus to the women’s category, reveals Manish Kapoor, CEO.

Pepe Jeans recently launched its ‘Spring Summer Collection 2024’ with the theme ‘Wanderlust’. The collection aligns with the growing trend of experiential living amongst consumers, particularly the younger Gen Z and Alpha demographics. The marketing campaign for this collection emphasises on the brand's aim to resonate with consumers amid their pursuit of experiences, particularly travel and outdoor activities.

Reflecting on the evolving consumer behavior, Kapoor notes a shift from traditional occasion-based attire to a more versatile wardrobe catering to diverse lifestyles. He also emphasises on the burgeoning trend of athleisure and its evolution as a staple component of consumers' wardrobes.

Most of Pepe Jeans’ customers are within the 28 to 35 age bracket, particularly those engaged digitally, says Kapoor. Geographically, the brand’s sales are dominant in the North India, driven by the region’s longer winter season, he adds.