Fastest growing denim and casual wearbrands
INTRODUCTION OF THE TOPIC
Pepe Jeansis one of the fastest growing denim and casual wearbrands in Europe. The brand has a presence in several countries around the world. Pepe Jeans were launched inIndiain 1989.
Pepe Jeans is the market leader in the international premium jeans wear segment with the highest market share of 25 per cent.
It was 1973. Jeans wear entrepreneurShantilal Parmar spottedNitin Shah, who worked for a petrol station, and made him a commissioned agent selling jeans. From that moment, Nitin learned all about the ropes of the jeans wear business, from washes, fabrics, and stitching.
After this, Nitin envisioned a denim empire and commissioned the help of his brothersArunandMilan Shah. The Kenya-born brothers decided to set up shop:Sholemay Ltd, Pepe Jeans. The brothers thought that naming it "Pepe" was a short, cute name which was easy to write (and remember).
The brothers sold their goods at a road side stall along Portobello Road Market in West London, which they rented and ran every Saturday, despite having full-time jobs at hand. As the business started to flourish, the company of Shantilal Parmar, Nitin Shah's former employer, created jeans for the brothers which they sold at their stall.
By 1975, the brothers already had four denim stalls in London. One of the stalls was stationed at Kensington Market, which was the selling place of many denim sellers who found success in the jean biz. With the expansion of their business, the brothers opened a Pepe Jeans boutique at Kings Road, London. After that, they opened another boutique at Carnaby Street and a 25,000-feet office and warehouse at the Avonmore Trading Estate.
Through the 1980's, the denim company became the center of attention of Europe's denim-toting audience, and was consequently heralded as one of Europe's best clothing lines. It trounced all big American denim brands, to everyone's surprise, and received international acclaim when it was launched in India in 1989.
Now, Pepe Jeans is estimated to be worth billions of dollars. The company manufactures shirts, pants, shorts, jerseys, and skirts for men, women, and kids. Pepe jeans shirts, which come in colors of yellow, lime, pink, green, and red, are renowned for its colored checks, highlighted stripes, and hand-embroidered embellishments.
Objective of the topic
- To develop a complete integrated marketing communication plan for PEPE JEANS.
- To evaluate the IMC tools from the social and ethical perspective.
- To develop the advertising and promotional plan from the social and ethical perspective.
- To find out the negative social consequences from the advertising and promotional plan.
Explanation of Objectives:
In developing the IMC plan we have to make firstly the outline of IMC plan. In IMC plan we have to do the situational analysis of Pepe jeans. In this we have to do the SWOT analysis of pepe jeans. And after that we have do the target market and target consumers analysis. And after that the competitive and product analysis.
And after that we have to set the objectives of IMC and the options in IMC like Advertising, promotion, event marketing and sponsorship, public relations and publicity.
As we have to develop the plan from the social and ethical perspective so we have use those IMC tools with respect to them to coverage the target consumers.
For the advertising plan, we use TV, internet and print media which include hoardings, news paper, and magazines etc.
For promotional plan we can use
Consumer promotion, which includes the method of price off, banded offers,
Trade promotion, which include the dealers gifts, display contest, cooperative advertising.