MS.MRIDU VIJH Swati Mishra PGFBM 42151 - Portfolio 2016

“Indicative merchandising plan for Pepe
Jeans women’s wear in comparison with
other denim brands”
Submitted to
MS.MRIDU VIJH
Pearl Academy, Mumbai
SCHOOL OF CREATIVE BUSINESS
In complete fulfillment of the
P.G. Diploma in Fashion Business
(Merchandising) - 2014 -2016
by
Swati Mishra
PGFBM 42151
May 2, 2016
1
LETTER OF ACKNOWLEDGEMENT
I express my sincere gratitude to Pearl Academy for providing me with a platform to
work on a live industry project on the brand Pepe Jeans London. A hearty thanks to my
faculty mentor, Mrs. Mridu Vijh for her guidance and constant supervision as well as for
providing necessary information regarding the project.
I would like to express my special gratitude and thanks to my industry mentor, Mr.
Manish Joshi and the head merchandiser of Pepe Jeans, India, Ms. Shweta Pagare for
giving me the attention and time and for guiding me in the right direction to accomplish
this project.
My thanks and appreciations also go to the Pepe Jeans store employees for their
cooperation which helped in developing the project and my classmates who have
willingly helped me out with their abilities.
This case study is an original document and any references taken from other sources
have been duly acknowledged.
Faculty Mentor:
Mridu Vijh
Industry Mentor:
Manish Joshi
Student:
Swati Mishra
2
TABLE OF CONTENTS:
CHAPTER NO.
TITLE
PAGE NO.
1
Executive Summary
1
2
Literature review
2
2.1
Introduction to Pepe Jeans
2
2.2
Product Categories
4
2.3
Major Customers of Pepe
Jeans
5
2.4
Departmental structure of
Pepe Jeans
8
2.5
SWOT ANALYSIS
9
3
Denim market in India
10
3.1
Growth Drivers
12
3.2
Trend Analysis
12
Denim brands in India
13
4.1
Levi’s
13
4.2
ONLY
14
4
3
4.3
Lee
15
4.4
Jealous 21
16
4.5
United colors of Benetton
17
5
Understanding the need gap
18
6
Research methodology
19
6.1
Research Objective
19
6.2
Qualitative research
19
6.3
Quantitative Research
19
6.4
Qualitative research design
19
6.5
Merchandise plan evaluation
of Pepe jeans and competitors
20
6.6
Evaluations of graphical
representations
29
Indicative merchandise plan
38
Explanation of the Indicative
merchandise plan
40
8
8.1
9
Conclusion
4
41
10
References:
42
11
Appendix
43
List of images:
IMAGE NO.
TITLE
PAGE NO.
2.1
Pepe Jeans logo
2
2.2
Pepe Jeans ‘Made for Mischief’
campaign SS’14
3
2.3
Pepe Jeans promotional
campaign
3
2.4
Pepe Jeans custom studio,
Delhi
3
2.5
L73 range of women’s wear
denims
4
2.6
L73 range of women’s wear
denims
4
2.7
L73 range of women’s wear
denims
4
2.8
Women’s wear knits (tops)
4
2.9
Women’s wear knits (tops)
4
2.10
Women’s wear knits (tops)
4
2.11
Women’s wear wovens (tops)
5
2.12
Women’s wear wovens (tops)
5
2.13
Women’s wear wovens (tops)
5
5
2.14
Women’s wear dresses
5
2.15
Women’s wear dresses
5
2.16
Women’s wear dresses
5
2.17
Women’s wear skirts
5
2.18
Women’s wear skirts
5
2.19
Women’s wear skirts
5
2.20
Women’s wear non-denim
bottoms
6
2.21
Women’s wear non-denim
bottoms
6
2.22
Women’s wear non-denim
bottoms
6
2.23
Target Group Of Pepe Jeans
7
3.1
Denim market in India
11
4.1
Levi’s ad campaign for women
with Alicia Keys
13
4.2
ONLY ad campaign
14
4.3
Lee ad campaign for women
15
4.4
Jealous 21 butt out ad
campaign
16
4.5
UCB SS’16 ad campaign for
women
17
6
List of tables and Charts:
Item no.
2.4
Title
Departmental structure of Pepe
Jeans
Page no.
8
6.1
Division of product categoriesPepe Jeans
20
6.2
Division of product categoriesLevi’s
20
6.3
Division of product categoriesONLY
21
6.4
Division of product categoriesUCB
21
6.5
Division of product categoriesJealous 21
22
6.6
Division of product categories-Lee
22
6.7
Fits of the jeans-Pepe Jeans
23
6.8
Fits of the jeans-Levi’s
23
6.9
Fits of the jeans-ONLY
24
6.10
Fits of the jeans-UCB
24
6.11
Fits of the jeans-Jealous 21
25
6.12
Fits of the jeans-Lee
25
6.13
Product depth-Pepe Jeans
26
6.14
Product depth—Levi’s
26
6.15
Product depth-ONLY
27
6.16
Product depth-UCB
27
6.17
Product depth-Jealous 21
28
6.18
Product depth-Lee
28
7
6.19
Preferred denim brand
29
6.20
Attractive attribute of the
preferred brand
29
6.21
Most preferred fit for jeans
30
6.22
Preference of brand
30
6.23
Aspects considered when buying
a pair of jeans
31
6.24
Importance of graphics of logos
on a product
31
6.25
Preference for type of jeans
32
6.26
Acceptable price range
32
6.27
Most preferred product category
from Pepe Jeans
33
6.28
Most favorite aspect of the brand
33
6.29
Affordability of the brand
34
6.30
Other denim brands
34
6.31
Competition
35
6.32
Brand identity
35
6.33
Occupation
36
6.34
Annual Income
36
6.35
Gender
36
8.1
Indicative merchandise plan
37
8
CHAPTER 1
1. Executive summary:
In India, Pepe Jeans London is the no.1 international denim brand and has the highest
market share of more than 25%. The product is not only about the perfect fit but also
the brand value and the aspirations attached to it that draws the attention of the
consumers. Although, this is true to the word for the men’s wear and kid’s wear
collection, The attitude of the brand lacks to reflect on the women’s wear collection with
limited options available for the same. A competitor analysis in terms of the product
width and depth for women, a complete option plan of all categories of Pepe jeans and
consumer’s perspective of the brand will help them comprehend how and where it lacks
to recognize the need of its female consumers.
9
CHAPTER 2
2. Literature Review:
Problem Statement:
To study the women’s wear collection of various denim brands in India and Pepe Jeans
as well as understand the deficiency of brand essence and need gap present in terms of
options and styles available.
2.1 Introduction to Pepe Jeans:
Pepe Jeans is a renowned brand in the apparel industry and is amongst the top
international jeans and casual wear brand. Currently headquartered in Madrid, Spain Pepe Jeans London was started in a small market stall running only on weekends in
West London by three brothers from Kenya - Nitin, Arjun and Milan Shah in the year
1973. The brothers wanted to set up a British brand of jeans that would be known
globally. It was inspired by London street-wear style and was called Pepe because it was
a short two syllable word that was really fast to remember. By 1980, the brand was
competing against the big rival brands like Levi's, Lee, etc.
Pepe Jeans offers a wide range of products to its consumers and tries to cover the
intended target market through its advertising and promotions. It is present across the
globe in almost 100 countries with numerous loyal customers. The brand target
audience prefers to be individualistic and may have the attributes of having interest in
music and sports and keeping up with the latest trends being the most important of
them.
Over the years the brand has worked with innovative creatives and emerging models. A
young Kate Moss featured in the Autumn Winter 90/91 Direction Books and the tradition
continues with names like Cristiano Ronaldo, Sienna Miller, Laeticia Casta, Fernando
Torres, Ashton Kutcher or supermodels Natalia Vodionova and Daria Werbowy all
featuring in worldwide campaigns.
Image #2.1: Pepe Jeans logo
10
Image #2.2: Pepe Jeans ‘Made for Mischief’ campaign SS’14
Image #2.3: Pepe Jeans promotional campaign
Image #2.4: Pepe Jeans custom studio, Delhi
11
2.2 Product Categories for women:
 Denims (73)
 Non denim bottoms
 Top wear – Knits + Wovens
 Dresses
 Skirts
Image #2.5 ,2.6, 2.7: L73 range of women’s wear denims
Image #2.8, 2.9, 2.10: Women’s wear knits (tops)
12
Image #2.11, 2.12, 2.13: Women’s wear wovens (tops)
Image #2.14, 2.15, 2.16: Women’s wear dresses
Image #2.17, 2.18, 2.19: Women’s wear skirts
13
Image #2.20, 2.21, 2.22: Women’s wear non-denim bottoms
14
2.3 Major Customers of Pepe Jeans:
Pepe jeans focuses mainly on the young population between the ages of 18 to 35 for
their adult segment. Target age group for kids is divided into sections, Kids and Juniors
falling between the ages of 4 to 9 and 10 to 16 respectively. The brand target audience
prefers to be individualistic and may have the attributes of having interest in music and
sports and keeping up with the latest trends being the most important of them. Jeans is
not just an item of clothing for them, but is considered a religion.
Image #2.24: Target Group Of Pepe Jeans
15
2.4 Departmental structure of Pepe Jeans:
MD & CEO
VP- Human
Resources
Human
Resources
&Administ
ration
VP - Sales
VP - Finance
VP Operations
VP- Sourcing
and Design
Retail
Operations
Accounts
Commercial
Design
Key
Accounts /E
commerce
IT
Inventory
Planning &
Control
Denim
MIS
Sales
Support
Warehouse
Off Price
PurchaseNon Fabric
PurchaseFabric
Quality
Assurance
Merchandising
Buying/Mer
chandising
Global
Sourcing
VisualMerch
andising
Project
Regional
Managers
Table #2.1: Departmental structure of Pepe Jeans, India
16
Senior
ManagerMarketing
2.5 SWOT ANALYSIS:
2.5.1 Strengths:
 Over 300 stores in 5 continents around the world
 Target customers of the brand include young and socially savvy individuals who
are the biggest contributors to the growth of denim industry
 Part of the top four denim brands in India which include Levi’s, Wrangler and
Diesel
 Innovative fits and styles introduced every season
 Introduction of Pepe Jeans custom studio which allows the customers to
customize their denims
 International celebrity brand ambassadors instills recognition among its
consumers
 Impressive social media presence
2.5.2 Weaknesses:
 Limited collection available for women’s wear segment
 Very high market competition with globally recognized denim brands
 High probabilities of brand substitution
 Belated introduction of Kids wear as compared to already established competitor
brands
2.5.3 Opportunities:
 Rapidly growing denim market in India
 Growing popularity of denim wear as smart casuals/semi-formal clothing
 Shift of demand towards premium quality products due to rise in disposable
income
2.5.4




Threats:
Competitor brands having better options for women
Highly competitive price points in the market
With the growth in industry, new entrants seen in the market
Increase in the number of online stores and brands selling similar products
17
CHAPTER 3
3. Denim market in India:
Since the introduction of denim in India in 1986, the industry has evolved continuously,
witnessing a healthy positive growth for the past decade. The unbranded denims
constitute a higher share in the overall market as the demand for branded denims come
primarily from the limited number of mega-metros and metros. With the growing
penetration of denims and rising disposable incomes in semi-urban and rural areas,
general demand has shifted towards premium quality products and thereby, branded
denims may occupy a higher share in the market in the years to come. The major denim
fabric manufacturers in India are Arvind Mills (market leader with 14% share in 2014),
Aarvee Industries (9% share) and Nandan Denim (8% share). Primary raw material yarn
is sourced from the Indian manufacturers such as Alok Industries, Vardhman Textiles
group, Trident Group, K.P.R mills limited etc. Many yarn manufacturers have come up
with different innovations apart from traditional cotton yarn such as blended cotton
yarn, biodegradable yarn made from wood pulp etc., to attribute unique properties like
softness, flexibility, comfort etc., in the denim wear.
According to www.fashionatingworld.com ,” ‘Make In India’ boost to the country’s
denim segment” (Published on Wednesday, 23rd December 2015, Accessed on
Wednesday, 2nd March, 2016), the global market for denim is forecasted to reach $64.1
billion by 2020 while the Indian denim industry has shown continual growth over the
years and currently the country boasts of a denim manufacturing capacity of around 1.1
billion meters per annum. Its utilization levels are pegged at 80-85 per cent. Despite the
impressive statistics, the Indian denim manufacturing industry contributes 5 per cent to
the global scenario, reflecting the overall performance of the textiles industry.
Sector policies proposed by Government to promote “Make In India”

Technology Upgradation Fund Scheme has infused investment of more than INR
2,687 Billion in the industry. Support has been provided for modernization and
upgradation by providing credit at reduced rates and capital subsidies.

Scheme for Integrated Textile Parks provides world-class infrastructure to new
textile units. To date, 57 Textile Parks have been sanctioned with an investment
of INR 60 Billion. By 2017, 25 more textile parks are to be sanctioned.

Integrated Processing Development Scheme for sanctioning processing parks has
been initiated. INR 5 Billion has been earmarked for this scheme.

Integrated Skill Development Scheme has provided training to 1.5 Million people
to cover all sub-sectors of textiles such as textile and apparel, handicrafts,
handlooms, jute and sericulture.
18
In 2012, the denim market in India stood at Rs. 6,700 crore, with unbranded segment
accounting for 58 per cent. While the mid-premium market commanded 15 per cent
share, luxury comprised 16 per cent of the denim market in 2012. By 2017, however,
the unbranded segment will go down to 48 per cent, making room for more premium
and mid-premium segments. These segments will grow at about 20 per cent over the
next four years, almost double the growth in the unbranded segment. “Young people
have become brand conscious. And this is driving the growth of branded denim wear,”
says Kewal Kiran Jain, Chairman and MD, Kewal Kiran Clothing, the maker of Killer
Jeans. As quoted in the financial express, ‘Indian denim industry: It’s all in the jeans’ by
Abhishek Chakraborty (Published on 11th May, 2014, Accessed on 6th March, 2016),
Kavindra Mishra, CEO, Pepe Jeans India, feels this is one fabric that will never
completely go out of fashion. “The denim market in India is growing at a very fast pace,
with the market for branded jeans constituting over Rs.2,000 crore in the country. India
is growing at the rate of 10-15% per year,” he adds.
Image #3.1: Denim market in India
19
3.1 Growth Drivers:
 India is the most competitively positioned country in the World for denim
manufacturing and exports
 Denim jeans manufacturing cost is lowest in India
 India overtakes China in Denim exports
 Growing popularity of denim amongst kids and women driving the domestic
demand
 Westernization
 Demographic shift towards youth population
 Purchase behavior of Indian consumers
 ‘Make in India’ - a growth catalyst
 Government support for the textile industry
 FDI policy
 100% FDI is allowed under the automatic route in the textile sector;
investment is subject to all applicable regulations and laws.
3.2 Trend Analysis:
 India’s increasing price competitiveness
 Rising e-retailing prospect of Indian apparel industry
 Reducing weight of denims
 Rising brand aspirations in small towns
20
CHAPTER 4
4. Denim brands in India:
4.1 Levi’s:
The Levi’s brand epitomizes classic American style and effortless cool. Since the
invention and patent of riveted clothing by Jacob Davis and company founder Levi
Strauss in 1873, Levi’s jeans have become the most recognizable and imitated clothing
in the world — capturing the imagination and loyalty of people for generations. And
while the patent has long since expired, the Levi’s brand portfolio continues to evolve
through a relentless pioneering and innovative spirit that is unparalleled in the apparel
industry.
Levi’s has also invested in continuous advertising initiatives to maintain its original,
quality driven and contemporary brand image. Some of its most memorable advertising
initiatives were a number of television commercials aired from 1986 to 2003. By
consistently using recordings of popular music ranging from traditional pop and punk
rock throughout its commercials, Levi’s was able to portray a truly differentiated brand
image for its brand that has highlighted its signature authentic, quality driven yet
modern brand personality. This has in turn created a lot of emotional connection with its
existing and potential target markets, thus leading to strong brand loyalty throughout
the years.
As of today, Levi’s lovable brand image has helped its brand grow from a humble waist
overalls manufacturer to a global clothing company with operations in 110 countries
worldwide. With its excellent collection of products that directly reflects its iconic brand
personality, Levi’s continues to enjoy strong brand loyalty, mind and market share
among its target markets.
Image #4.1: Levi’s ad campaign for women with Alicia Keys
21
4.2 ONLY:
The ONLY brand was introduced to the Danish market in 1995 with its first store
opening in Oslo Arkaden in 1997. In 1996 ONLY opens in China, managed by the
Bestseller Fashion Group China. Today, there are more than 1,100 ONLY retail shops in
China. ONLY became an independent brand within the Bestseller company in 2000
which owns some of the world's most famous brands including Vero Moda and Jack &
Jones.
Today ONLY is an established and renowned retail chain with more than 300 shops in
Europe and the Middle East and is still growing. It is sold in more than 6,500 wholesale
shops and is present in 23 markets. Since 1995, ONLY has been known for designing
and producing stylish jeans to lead the denim patrons away from the grey, dreary and
monotonous fashion they had grown accustomed to. This Danish brand basically started
a revolution to spread the love of jeans everywhere with women's clothing which is
creative, fun and individual. ONLY clothing is made from excellent, high quality materials
and produced at extremely high standards. As a leading brand of jeans, the ONLY
collection has everything you can imagine in denim, appearing in all in different styles so
that there is something perfect for every girl, regardless of her taste and figure type.
Image #4.2: ONLY ad campaign
22
4.3 Lee:
Lee Jeans is a leading international retailer and manufacturer of denim wear and casual
wear. Headquartered in Merriam, Kansas, near Kansas City, Lee currently employs more
than 400 people across the United States. Lee Jeans' parent company, the VF
Corporation, is the largest publicly held apparel company in the world. It is traded on
the New York Stock Exchange under the symbol VFC. The VF Corporation is a leader in
branded apparel including denim wear, outdoor products, image apparel and
sportswear.
Lee Mercantile Company was founded by Henry David Lee in 1889, when Lee opened
his first garment factory in Salina, Kansas, producing dungarees and jackets. Through
the '20s, Lee introduced many new innovations to manufactured denim, most notably
the zipper fly. Throughout the '30s and '40s Lee continued to build on their brand,
becoming the nation's number 1 manufacturer of work clothes. The company continued
to expand its fashion lines throughout the '70s, '80s and '90s, launching Lee National
Denim Day in 1996. Today's Lee is all about bringing more fits, styles, finishes, features
and choices than ever before to market.
Image #4.3: Lee ad campaign for women
23
4.4 Jealous 21:
Jealous 21 is an exclusive women’s wear denim brand from Indus league (a division of
Future Lifestyle Fashion LTD) which happened to revolutionize the denim market in
India. Previously, only a single waist to hip ratio was available in the market which
rendered impossible for an Indian woman to find a pair of jeans that fit her perfectly.
Jealous 21 changed that by launching jeans that fit every body type through a unique
concept, three waist to hip ratios- Hottie for slim hips, Hourglass for medium hips and
Bootilicious for curvy hips. The primary aim was every young woman who enters a
Jealous 21 store does not leave disappointed.
Image #4.4: Jealous 21 butt out ad campaign
24
4.5 United Colors Of Benetton:
Benetton was started in 1963 as a small Italian company that produced hand-knitted
wool sweaters in classic colors. To appeal to the rapidly growing youth market, the
company decided to produce the sweaters in bold, bright, fun colors. To go along with
this new image, the company name was changed from "Benetton" to "United Colors of
Benetton."
Recently, however, United Colors of Benetton has become more famous for its radical
and innovative approach to advertising than for its clothing. Past campaigns have used
very graphic images and have focused on such controversial issues as the death penalty,
AIDS, race relations, cultural conflicts, world hunger and child labor. Benetton feels that
"the purpose of advertising is not to sell more; it has to do with the institutions'
publicity,
whose
aim
is
to
communicate
the
company's
values."
In addition to the advertising, Benetton launched an international magazine, Colors, in
1991, that is dedicated to its multi-racial and multi-cultural attitude. Colors is published
in eight bilingual editions and sold in 120 countries around the world.
The success of the magazine, catalogue, and provocative advertising has turned a small,
family-owned business into a global, 120 country-wide franchise, with clothing taking a
definite backseat to lifestyle.
Image #4.5: UCB SS’16 ad campaign for women
25
CHAPTER 5
5. Understanding the need gap:
 With the growing popularity of denim wear among the women in India, Pepe
Jeans has been unable to keep up with meeting their demands
 Very few options are available for women as compared to men
 With many established women’s wear only denim brands available in the market,
consumers would choose them over Pepe Jeans if not satisfied with choices
 Also, many e-commerce brands like Koovs, etc have introduced many product
categories for women at highly competitive prices, thereby increasing
competition which could result in consumers losing confidence in the brand
26
CHAPTER 6
6. RESEARCH METHODOLOGY:
6.1 Research objective:
 To understand the product width and depth available in the studied denim
brands for the women segment
 To study the consumer standpoint of the preference and understanding of the
mentioned denim brands
 To study the inexplicable consumer perception of Pepe Jeans
To fulfill the Research Objective, two methodologies were undertaken

Qualitative Research
Quantitative Research
6.2 Qualitative Research:
 Face-to-Face interviews were conducted with the decided Target Group in the
city using structured questionnaire.
 Online survey was taken using Google forms with structured questionnaire
among the Target Group.
6.3 Quantitative Research:
 Informal interviews with the stakeholders to acquire in-depth insight in the
brands
 Consumers
 Sales staff
 Collection of the merchandise plan for women’s wear for each brand
6.4 Qualitative research design:
Research is a descriptive research.
Sampling unit: Female denim patrons in Mumbai
Sample size: A sample size of 84 is decided upon
Sampling procedure:
 Convenience sampling
 Questionnaire
 Statistical techniques would be used to compute the data and
reach a conclusion
27
6.5 Merchandise plan evaluation of Pepe jeans and competitors
6.5.1 Division of product categories
Pepe Jeans
2%
33%
34%
KNITS
WOVENS
DENIMS
NON DENIMS
31%
 Jeans is the widest product category at Pepe Jeans, followed by knits
Levi’s
6%
23%
KNITS
WOVENS
40%
DENIMS
NON DENIMS
31%
 Jeans is the widest product category at Levi’s, followed by wovens
28
ONLY
7%
20%
KNITS
50%
WOVENS
DENIMS
NON DENIMS
23%
 Knits is the widest product category at ONLY, followed by wovens
United Colors Of Benetton
3%
18%
KNITS
WOVENS
51%
DENIMS
NON DENIMS
28%
 Knits is the widest product category at UCB, followed by wovens
29
Jealous 21
4%
32%
KNITS
WOVENS
40%
DENIMS
NON DENIMS
24%
 Jeans is the widest product category at Jealous 21, followed by knits
Lee
3%
32%
KNITS
40%
WOVENS
DENIMS
NON DENIMS
25%
 Jeans is the widest product category at Lee, followed by knits
30
6.5.2 Fits of the jeans
Pepe Jeans
4%
SKINNY
SLIM
33%
STRAIGHT
BOOTCUT
BOYFRIEND
59%
JEGGINGS
LEGGINGS
4%
 Pepe Jeans has mostly slim fit jeans
Levi’s
9%
SKINNY
SLIM
24%
STRAIGHT
48%
BOOTCUT
BOYFRIEND
JEGGINGS
LEGGINGS
19%
 Levi’s has mostly skinny fit jeans
31
ONLY
6%
SKINNY
6%
SLIM
13%
STRAIGHT
BOOTCUT
BOYFRIEND
JEGGINGS
75%
LEGGINGS
 ONLY has mostly skinny fit jeans
UCB
9%
SKINNY
SLIM
32%
STRAIGHT
BOOTCUT
36%
BOYFRIEND
JEGGINGS
LEGGINGS
23%
 UCB has mostly straight fit jeans
32
Jealous 21
11%
SKINNY
SLIM
STRAIGHT
47%
BOOTCUT
BOYFRIEND
42%
JEGGINGS
LEGGINGS
 Jealous 21 has mostly skinny fit jeans
Lee
17%
SKINNY
24%
SLIM
5%
STRAIGHT
BOOTCUT
7%
BOYFRIEND
JEGGINGS
LEGGINGS
47%
 Lee has mostly slim fit jeans
33
6.5.3 Product depth
Pepe Jeans
2%
27%
TOPS
31%
T-SHIRTS
DRESSES
SKIRTS
1%
9%
DENIMS
30%
NON-DENIMS
 Product depth of Pepe jeans is biased towards jeans
Levi’s
7%
TOPS
29%
T-SHIRTS
DRESSES
40%
SKIRTS
DENIMS
NON-DENIMS
24%
 Product depth of Levi’s is biased towards jeans
34
ONLY
6%
TOPS
18%
T-SHIRTS
46%
DRESSES
2%
SKIRTS
DENIMS
18%
NON-DENIMS
10%
 Product depth of ONLY is biased towards tops
UCB
3%
TOPS
19%
T-SHIRTS
46%
2%
DRESSES
6%
SKIRTS
DENIMS
NON-DENIMS
24%
 Product depth of UCB is biased towards tops
35
Jealous 21
5
36
TOPS
T-SHIRTS
49
DRESSES
SKIRTS
DENIMS
13
NON-DENIMS
23
2
 Product depth of Jealous 21 is biased towards jeans
Lee
2%
21%
TOPS
T-SHIRTS
35%
DRESSES
16%
SKIRTS
DENIMS
NON-DENIMS
26%
 Product depth of Lee is biased towards jeans
36
6.6 Evaluations of graphical representations:
6.6.1 Preferred denim brand
 Indian female denim patrons prefer Levi’s the most for their denim needs,
followed by Pepe Jeans
6.6.2 Attractive attribute of the preferred brand
 The fit of the products available at their preferred brand attracts them the most
37
6.6.3 Most preferred fit for jeans
 Slim fit jeans is the most preferred fit, followed by skinny. Pepe jeans only has
slim fit jeans for women therefore their jeans are liked by consumers
6.6.5 Preference of brand for categories other than jeans
Although Levi’s is primarily a denim brand, consumers seem to prefer it for other
product categories as well among the other mentioned brands
38
6.6.5 Aspects considered when buying a pair of jeans
 Fit is the most important aspect considered in purchase of a denim, followed by
style of the jeans
6.6.6 Importance of graphics of logos on a product
 Brand logos on products are least liked by female consumers. Pepe Jeans makes
t-shirts and tops with graphics and logos on them, consumers prefer to avoid
purchasing them
39
6.6.7 Preference for type of jeans
 Although new types of washes, colors and fabrics are now available in jeans,
consumers still prefer buying the classic indigo blue jeans
6.6.8 Acceptable price range for purchasing a pair jeans

2000 to 2999 is the most acceptable price range for purchasing a pair of
jeans. Since Pepe Jeans has this price point for most of their jeans category, it is
in the right direction in this area
40
6.6.9 Most preferred product category from Pepe Jeans
 Jeans are the most preferred product category that consumers prefer to
purchase from Pepe Jeans
6.6.10 Most favorite aspect of the brand
 The fits available at Pepe jeans is the best aspect of the brand according to
consumers
41
6.6.11 Affordability of the brand
 Majority of the consumers believe Pepe Jeans Products are affordable
6.6.12
Other
denim
brands
 Apart from Pepe Jeans, Consumers like to purchase from Levi’s, followed by
ONLY
42
6.6.13 Competition
 Consumers feel that Pepe Jeans products are not at par with the competitors
6.6.14 Brand identity
 The brand identity of Pepe Jeans is perceived to be a casual wear brand
43
6.6.15 Occupation
 Pepe Jeans is a very popular brand among students compared to working
population
6.6.16 Annual Income
 Most of the Pepe Jeans consumers appear to belong to the upper middle class
with annual family income of 12-24 lakh
6.6.16 Gender
 This was a complete female consumer survey
44
CHAPTER 8
8. Indicative merchandise plan:
CATEGORY
KNITS
STYLES
TOPS
INDICATIVE
PEPE
PLAN
FOR
PEPE JEANS
SLEEVELESS TOPS
PRINTED 3
SOLIDS
3
CHECKS
1
2
PRINTED 2
SOLIDS
1
2
PRINTED 3
SOLIDS
2
STRIPER 3
2
3
PRINTED 15
SOLIDS
3
22
3
SLEEVLESS T SHIRTS
HALF SLEEVE TOPS
HALF SLEEVE
SHIRTS
T-
FULL SLEEVE TOPS
PRINTED 2
SOLIDS
2
BOTTOMS
FULL LENGTH
PRINTED 1
SOLIDS
SHORTS
PRINTED
SOLIDS
2
DRESSES
PRINTED
SOLIDS
WOVENS
1
1
1
2
3
4
1
1
1
3
DRESSES
STRUCTURED
STRIPER
PRINTED
SOLIDS
CHECKS
45
FLOWY
PRINTED 3
SOLIDS
2
1
1
PRINTED
SOLIDS
1
SKIRTS
PENCIL
A-LINE
PRINTED 1
SOLIDS
2
SHIRTS
PRINTED
SOLIDS
CHECKS
STRIPER
5
7
7
2
3
2
1
PRINTED 3
SOLIDS
3
3
7
TOPS
FULL SLEEVE
HALF SLEEVE
PRINTED 4
SOLIDS
5
JUMPSUITS
DENIMS
PRINTED
SOLIDS
1
2
DISTRESSED
NON- DISTRESSED
4
9
DISTRESSED
NON- DISTRESSED
2
14
DISTRESSED
NON- DISTRESSED
3
7
DISTRESSED
NON- DISTRESSED
2
1
SKINNY
SLIM
2
14
STRAIGHT
BOOTCUT
BOYFRIEND
DISTRESSED
NON- DISTRESSED
JEGGINGS
LEGGINGS
46
2
1
9
1
9
1
DUNGREE
SHORTS
1
DISTRESSED
NON- DISTRESSED
2
CAPRI
NON
DENIMS
JACKETS
TOTAL
3
2
162
2
90
8.1 Explanation of the Indicative merchandise plan
 Top wear category of Pepe jeans is heavily biased towards t-shirts with graphics
or logos on them. To balance it out with other categories, the number of options
for t-shirts were reduced
 At least 1 or 2 options for non denim bottoms have been introduced
 Wovens work very well for Spring therefore the number of options for the same
has been increased
 Pepe Jeans only makes mid rise and low rise slim fit jeans which does not give a
lot of options for customers to choose from. Therefore, other fits such as skinny
and staright has been introduced
 Other product styles such as non denim jackets suitable for spring, dungarees
and shorts have been introduced
47
CHAPTER 9
9. Conclusion:
 Pepe Jeans needs a balance approach in terms of division of product categories
between its jeans and rest of the categories
 For categories other than jeans, female consumers choose other brands over
Pepe Jeans therefore, it is imperative that the brand needs a different outlook for
the women’s wear product categories
 Apart from the discrepancies, the quality of Pepe Jeans products is accepted and
liked by consumers
48
CHAPTER 10
10. References:






http://agoa.info/news/article/5537-the-global-market-for-denim-challenges-andopportunities.html (accessed on 2/3/16)
http://archive.financialexpress.com/news/indian-denim-industry-it-s-all-in-thejeans/1249449 (Accessed on 8/3/16)
http://www.makeinindia.com/sector/textiles-and-garments
(accessed
on
29/04/16)
http://www.researchandmarkets.com/research/5lwr8x/indian_denim
http://www.slideshare.net/amit7890us/jeans2-41101656
www.pinterest.com
49
CHAPTER 11
11. Appendix:
Questionnaire
50
51
52
Merchandise plan of Pepe jeans and other denim brands
PEPE
JEANS
CATEGORY STYLES
KNITS
TOPS
JEALOUS
LEVI'S ONLY UCB 21
LEE
SLEEVELESS
TOPS
SLEEVLESS
SHIRTS
PRINTED 1
SOLIDS
2
CHECKS
3
4
1
3
5
7
2
1
3
2
1
PRINTED 2
SOLIDS
1
4
5
2
1
2
1
PRINTED 2
SOLIDS
3
STRIPER
8
6
5
4
8
6
3
1
1
3
2
10
1
10
11
10
12
4
5
7
5
6
2
3
1
1
T
HALF SLEEVE
TOPS
HALF SLEEVE
T-SHIRTS
PRINTED 22
SOLIDS
3
22
4
FULL SLEEVE
TOPS
PRINTED
SOLIDS
BOTTOMS
FULL LENGTH
PRINTED
SOLIDS
2
SHORTS
PRINTED
SOLIDS
2
1
1
1
1
2
3
2
1
2
2
3
2
2
3
DRESSES
PRINTED
SOLIDS
WOVENS
1
DRESSES
STRUCTURED
STRIPER 1
PRINTED 1
SOLIDS
3
53
CHECKS
1
PRINTED 1
SOLIDS
1
1
1
1
FLOWY
1
2
1
2
2
1
2
4
SKIRTS
PENCIL
PRINTED
SOLIDS
1
A-LINE
PRINTED
SOLIDS
1
1
1
SHIRTS
PRINTED
SOLIDS
CHECKS
STRIPER
3
2
1
3
5
4
1
5
2
2
11
7
2
1
2
3
2
1
2
3
2
1
PRINTED 3
SOLIDS
7
2
3
2
1
2
2
1
2
1
PRINTED
SOLIDS
8
7
2
2
1
3
1
2
TOPS
FULL SLEEVE
HALF SLEEVE
JUMPSUITS
PRINTED
SOLIDS
DENIMS
1
1
2
2
SKINNY
DISTRESSED
NONDISTRESSED
4
12
16
4
7
18
6
6
9
13
11
SLIM
DISTRESSED
NONDISTRESSED
2
-
14
8
5
STARIGHT
DISTRESSED
NONDISTRESSED
2
8
2
8
3
BOOTCUT
DISTRESSED
NON-
2
54
DISTRESSED
BOYFRIEND
DISTRESSED
NONDISTRESSED
JEGGINGS
LEGGINGS
DUNGREE
SHORTS
1
1
2
9
1
DISTRESSED
NONDISTRESSED
4
4
1
7
2
5
7
1
CAPRI
NON
DENIM
BOTTOMS
JACKETS
2
TOTAL
90
55
5
109
5
1
104
123
2
118
104