Published by MBA Skool Team, Last Updated: November 09, 2017
Marketing Strategy of Pepe Jeans analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Pepe Jeans marketing mix, help the brand succeed.
Pepe Jeans marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Pepe Jeans Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Pepe Jeans Product Strategy:
The product strategy and mix in Pepe Jeans marketing strategy can be explained as follows:
Pepe Jeans is a global clothing brand, which is known for its denim wear. Pepe Jeans’ product promise gives a taste of London, with tagline “Strength with age”. Pepe Jeans London’s products in its marketing mix can be categorized as below:
Main Products: Earlier it focused on young men and women, with its offering in summer and winter casual wear. Denim product provide this brand with most value. Slowly it has also ventured into teen and kids section also. Its popularity is in providing designs that are rebellious and iconoclastic.
Customized: The pepe jeans website also offers to design one’s own Denim products, with text, graphic and studs.
Special segment: Another special segment, called Norton, is specifically motorcycle gang design, to showcase even more rebellious side of Pepe Jeans wearers.
The brand has constantly ventured into new products and stood out for its designs. Hence, the products of Pepe jeans target the young at heart people, with a classy rebellious taste, with innovative designs and options to design.
Pepe Jeans Price/Pricing Strategy:
Below is the pricing strategy in Pepe Jeans marketing strategy:
Pepe Jeans offers high quality denim wear at affordable prices.
The pricing strategy in its marketing mix is matching the market cost. Clothing industry basically being an ever-growing industry with many competitors coming up, has a very low switching cost. Hence, it becomes important to differentiate and position the products wisely concentrating most on the target audience together with new innovations always coming up. To sustain in the highly competitive retail industry, Pepe Jeans differentiates itself by providing better quality at lesser cost. In customer’s perspective, Pepe Jeans is a brand with quality better than its competitors and pricing equal to them. Another differentiating strategy is innovations. It gives is customer the option to customize. Positioning itself as the brand of iconoclasts. The Denim products in India are of the range: Rs.999 to Rs.4999, which captures most of the upper middleclass market. Also, this strategy also showcase how they price their products according to the economy, to expand easily.
Following is the distribution strategy in the Pepe Jeans marketing mix:
Pepe Jeans have very concentrated presence around Europe and most sales there take place in their stores. Around other continents they have presence in 100+ countries with products available in both self-branded stores and malls, with other products.
Interestingly, Pepe jeans was against hanging the jeans and got it into a fight with retailers for this very reason. This shows how the brand not only values its product innovation but the placement of products. The products demands are raised by suppliers around 6 months in advance. Then Pepe jeans, prepares the design and with its suppliers, fulfil the required demand. The company has been extensively involved in online selling. In India Jabong, Myntra and other web stores are the hottest market for its products. Company’s own site also allows shipping to more than 50 countries around the world. It also has an added option to custom design. Pepe Jeans is concentrated mostly in Europe. It started its eastward expansion since 2014.
With growing economy and population size of China and India, it has come up with manufacturing plants here itself.
Pepe Jeans Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pepe Jeans marketing strategy is as follows:
Pepe Jeans uses almost all channels of media to advertise and market itself. Most events surround the likes and trends followed by the young men and women. It sponsors event related to sports, fashion awards and cultural mix events.
Branding: Pepe Jeans also derives value from its brand name. Associating itself with London, it promises the same cultural mix and extraordinary uniqueness of the city n its clothing line. Pepe Jeans always focuses on internationally acclaimed celebrities as its ambassadors, specially related to sports. Discounts coupons are available, both online and offline. Pepe Jeans uses advertisement to mock the social norms and extensively promoting to get out of the boundaries and stand as rebel. These are highly popular among young generation. Being an old brand, the name itself signifies a lot. Customers who buy it, attach themselves with their free-spirited personality. The clothing style themselves make the customers feel stand out and break the norms. Hence this completes the marketing mix of Pepe Jeans.
About Pepe Jeans:
Pepe Jeans is clothing brand that deals mostly in denim and casual wears. It was established in London (UK), in 1973 by three siblings, as a small street stall. Later it took form of the style statement for rebellious young generation of upper middle class. Most of the products are premium category jeans and casual wear with innovative styles. The industry is highly competitive with its very low switching cost and high number of players in the market. Pepe Jeans is the market star with a substantial share, with close competition with Lee, Levis, Gap and Wrangler.
It is present in more than 100 major countries of the world, with major stores in UK. Although it is considering to approach the east markets in a rush, for its increasing size.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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