Pepe Jeans
v Introduction
of pepe jeans
Pepe Jeans London could be a denim and casual wear jeans
complete established within the Portobello Road space of London in 1973, and
based mostly in Sant Feliu DE Llobregat, Spain.
Carlos Ortega is that the chief executive officer, and owns
over two hundredth of the corporate.
v History
Pepe Jeans was supported in 1973 by 3 brothers World Health
Organization ran a weekend stall at Portobello Road Market in London, before
increasing to a store in Carnaby Street then into Europe in the 1980s.
In 1988, Pepe Jeans was owned by Arun, Nitin and Milan Shah.
In February 2015, Pepe Jeans and Hackett London (part of the
Pepe Jeans Group) were bought by the Lebanese group M1 and the LVMH subsidiary,
L Capital Asia. These companies were previously owned by Torreal Funds (31
percent), Artá Capital (16.4 percent), L Capital Europe (11.5 percent), and its
managers.
In 2015, Pepe Jeans declared the cluster was adding {a new|a
replacement a complete new} brand, Norton article of clothing, a tribute to
British people bike complete supported in 1898.
Manuel Baigorri; Kiel Porter (2014-07-28). "Pepe Jeans
aforesaid to rent Morgan Stanley to Sell Business". Bloomberg. Retrieved
2016-05-11.
"Pepe Jeans London might be sold".
Sportswear-international.com. Retrieved 2016-05-11.
"Pepe Jeans has already found a emptor | The Luxonomist
- Lujo, economía, moda, lifestyle". Theluxonomist.es. 2015-02-04.
Retrieved 2016-05-11.
"Pepe Jeans: from Portobello Road to non-public equity
sale?". telegraph.co.uk. Retrieved 21 August 2017.
"Close-Up Preview: Raoul Shah". drapersonline.com.
Retrieved 21 August 2017.
"Pepe Jeans Group bought by LVMH subsidiary and
Lebanese group". FashionUnited. February 11, 2015. Retrieved June 18,
2015.
"Pepe Jeans Group launches Norton Clothing".
Sportswear International. July 31, 2015.
PEPE
Founded: Pepe whole jeans began on London's Portobello Road
market. Company History: Lines have enclosed Basic, BSCO, Hardcore, Buffalo,
and Tommy Hilfiger labels; Pepe cluster Plc. bought by SEL International
Investments Corp. (in flip owned by
attire International Holdings Ltd., the parent company of Tommy Hilfiger),
1993; entered U.S. market with Pepe Jeans USA, 1993; acquired license for new
Tommy Hilfiger line of jeans, 1995; separate units for women's and men's Hilfiger
jeans formed, 1996; signed deal to distribute Tommy Hilfiger lines in Europe,
1997; signed licensing agreement with Keystone Industries, 1997; Pepe Jeans USA
unit sold to Tommy Hilfiger Corp., 1998; opened first U.S. Pepe stores, 2001.
Company Address: Pepe House, eleven Lower sq., recent Isle worth-on-Thames,
v Denim and
Differentiation
The latest store concept from Pepe Jeans is a clear sign
that the brand is hungry for growth, beyond just denim – evident instore
through its widened fashion offering.
Situated on London’s prestigious Regent Street, it latest
bricks-and-mortar investment is evidence of brand’s hunger for growth, and the
realisation that an offer built solely on only denim is rarely enough to engage
shoppers anymore. In fact, the front of the store doesn’t give the impression
of a denim specialist retailer at all. Instead, it’s more underplayed and looks
similar to the other millennial focused fashion brands that neighbour the
store, like Zara and Uniqlo.
v Well
thought-out, presented and delivered…
That’s not to say that Pepe Jeans has forgotten its denim
roots. Rather than feeling like a disconnected denim specialist brand with a
few other apparel products thrown into the mix, the store has been well
thought-out, presented and delivered, with a retail environment designed to
engage shoppers, and a number of instore features to suit.
Its familiar fabric remains in sight throughout, on table
fixtures and especially within its instore ‘Custom Studio’, similar to Levi’s
Studio in Stockholm – a workshop where shoppers can create their own denim
products; using laser design tools, ornaments, and distressing.
v Pepe Jeans,
London
The stores design is self-consciously eclectic with
gold-edged fixtures and cork details next to bright red and yellow walls. The
use of vibrant colors is striking and draws attention to specific key areas of
the store. At first glance, it may appear like a cookie cutter approach to
retail design and visual merchandising, pedaled by the current crop of populist
retailers such as Urban Outfitters. But rather than the haphazard, edgier look
that greets shoppers in UO stores, Pepe Jeans is visibly more contrived in its
instore execution. That could be viewed as a criticism, but it shouldn’t be. It
gives the brand a much more professional aesthetic – and it is all the better
for it.
Cutting-edge or ‘new’ it may not be, but this store does
present itself with purpose – progressing Pepe Jeans away from dated denim
label towards a brand that is very much more ‘of the moment’.
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