Pepe Jeans - Brand Management

Brand Equity and Value

A brand is the representation of ownership and product segregation manifested through names, logos and trademarks (Chernatony and Riley, 1998; Hankinson and Cowking, 1993). In the American Marketing Association (1960), the definition of a brand is a name or term, a symbol or design, or maybe a combination of the two which is intended to identify the product or service of the seller and enable them to differentiate it from its competitors. Brand equity expresses the value of a product compared to as if the same product didn’t have a brand name. Therefore brand equity is based on the added value of the product because of the brand name. Equity consists of brand awareness and brand image (Aaker, 1991; Ailawadi et.al, 2003). Pepe over the years has successfully established itself in the consumer minds by constantly delivering high quality products and numerous advertising campaigns. Pepe’s brand value has been focused and been a trademark in the category recognised for the commitment and service provided to the consumers. The brands are seen as corporate assets which have to be taken care of, invested in and have to be nurtured to grow. The brands are conceptualised as value enhancers which has led to the development of the concept of brand equity (Wood, 2000).

Pepe has been marketed keeping a target audience in mind and has managed to create a bond of trust and a relationship with the consumers. Pepe as a brand name through the consistent performance and every growing demand in the market by opening new stores and a modern youthful urban image has created a sense of comfort in the consumer mind. As per Biel (1993), the concept of brand equity is very consumer-centered and it said that the consequence is focused more on output rather than input. The brand’s differentiating factor is that Pepe is much more than just a denim company, it offers a complete casual wear line with knits, woven’s, non-denims and accessories under its umbrella. Pepe Jeans takes pride on the fashion forecasting abilities and setting trends with every collection they offer to their consumers. The consumer’s perception of the quality of the brand is what helps create brand equity.

Product Range

Based out of UK, Pepe is a complete lifestyle brand offers a huge variety of products in casual clothing to a fashion conscious customer. Pepe Jeans offers a complete solution for the wardrobe ranging from jeans to skirts to jackets and a huge array of accessories, bags, etc. According to Claudio D.A. and Verganti R. (2007), the consumer is looking for products which provide psychological satisfaction and goes beyond simple consumption. Today, the products offered define themselves through the meaning that is assumed, the connection they create with the user or just the symbolic nature that they emanate. Pepe is offering exactly what the consumer is looking for – best fit, comfort and style in the widest range possible vis-à-vis the competitor brands like Levi’s, Wrangler, Lee, Lee Cooper, etc.

 The design of the product is quite often interpreted as a means to innovate and continuously improve the portfolio of the product. However at the same time, it is important to consider that the identity of the product will increase the brand recall and help differentiate the product in the market (Karjalainen, 2001). Pepe had launched an innovative collection called ’73 Jeans’ which included jeans, woven, knits and accessories. The unique factor of the jeans was it has 5 pockets and soon the collection became a hi-end fashion statement. Another innovative concept called ‘Strength with Age’ centered around 73 Jeans collection comprising of washed down effects in woven and knits. Apart from this, Pepe value added products with elements like enamel buttons, premium washes, worn out finishes, etc. Also, approximately 35-40% of the range for men’s has Lycra and they are increasing with every season collection. Some of the other popular collections are – Gina, Frisky and Slinky (Neha Shah, Pepe Jeans 2009 - CONFIDENTIAL & SENTIVIVE INFORMATION – NOT TO BE RELEASED).

Market Segmentation

Perception of the consumer plays a very important role in the shopping behaviour. The perception is known to have positively influenced the satisfaction levels, word-of-mouth communication and loyalty towards a product which lead to the success of the particular brand (Eroglu et al. 2005; Paridon 2006; Stoel et al. 2005). Pepe has clearly defined their intended target market and works with a 3600 communication plan to reach out to them. Wood and Pierson (2006), and other researchers point out the importance of brand positioning and is said to be at the heart of the marketing strategy. As we have seen before, Pepe is inspired from London’s energy and street wear styles and is all about attitude; the brand has managed to create an impact of the message through its advertising and promotion. Nandan (2004) suggests that, the individuality of the brand is purely focused on how the brand is being delivered to the right audience. Pepe has put great emphasis to establish the individualistic brand image in the consumer mind associated with quality and the superiority in comparison to the competitor. The brand connected with the target audience which comprises primarily of the youth in the age bracket of 16-25 year olds. The brands values and attributes relate with the consumer’s psychological needs like confidence, affluence, etc. which in the case of Pepe is felt as the brand is meant for a fashion conscious consumer. The brand also appeals to the consumer who believes in originality and keep an interest for the non-conventional stuff. The pricing of the products has clearly segregated the brand and has focused on Sec A+ and A of the socio-economic segmentation. The brand also targets the consumers falling in the age bracket of 25-40 years old but treated it as secondary audience. The brands 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. (Neha Shah, Pepe Jeans 2009 - CONFIDENTIAL & SENTIVIVE INFORMATION – NOT TO BE RELEASED).

Pepe also experienced a target segment spill over and found that there was absence of a branded player in the teenage segment. The company saw this as an opportunity to enter the niche market and expand. In 2004, Pepe launched a completely new collection named ‘1016 Pepe Teens’ targeting the 10 to 16 year teenagers (http://www.expresstextile.com/20040715/fashionfolio01.shtml). This collection was a breakthrough in the segment and soon was launching exclusive outlets for this set. In India, Pepe Jeans London is the No.1 international brand and has the highest market share of more than 25%. For India, the brand doesn’t blindly follow their European designs but are customised for the Asian women as per the waist-to-hip ratio. (Neha Shah, Pepe Jeans 2009 - CONFIDENTIAL & SENTIVIVE INFORMATION – NOT TO BE RELEASED). 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.

Evaluation of the brand

Regarding the effectiveness of the brand, each brand has what the brand stands for and a promise to the customers though, as per the marketers there is no specific way to measure the effectiveness of a brand. As per Zambardino and Goodfellow (2007), the effectiveness of a brand depends on lot of different factors, such as image, positioning, equity, advertising, etc.  As far as the brand image is concerned, Pepe Jeans has been marketed to be the international premium denim and casual wear brand and has successfully managed to establish itself in the consumer mind. Many retailers differentiate themselves on the basis on the merchandise quality but they also keep in mind the way in which they offer their services to the customer. Also, stores with poor service increases the perceived risk in the decision making process (Odekerken-Schroder et al.2001). Pepe has been a rather consistent player and concentrates on the core of the brand. As a manufacturer, Pepe has a best order fulfilment rate in the industry without compromising on quality (Neha Shah, Pepe Jeans 2009 - CONFIDENTIAL & SENTIVIVE INFORMATION – NOT TO BE RELEASED).

The service that the brand provides post-sale is considered to be an important link for customer retention. The whole experience of buying the product till its purchase has a significant impact on the perception of the brand and customer loyalty, in the end overall retail performance (Petre et al. 2006). Pepe works on a structure of 50-50 i.e. 50% customer feedback and 50% creativity of the design team which is used in the creation of the jeans. All the Pepe stores across the world file a daily report to the head office which deals with complaints, suggestions, requests and compliments which are therefore entered in a ‘Customer book’. The designing and merchandising team also visits the stores regularly for customer feedback. All this together, helps the brand keep the close watch on the market and first-hand feedback helps them improves their services and products. The best way to retain customers is to keep them value for their money and if the customer is satisfied with the product and service provided, they will definitely come back.

According to Winchester and Romaniuk (2003), there is a 'bureaucratic' approach which is considered to be a negative quality for the brand from the perspective of the consumer. The brand image reveals the attributes of the brand but this may cause a difference in individual opinion. There is a chance that many see the same as an appealing image but to some it may come across as negative. Pepe’s advertising consists mostly of a visual exuding attitude and the brand logo placed beneath with no copy on the whole ad. The visual is usually bold and speaks for itself, but this may be a cause of offence to a certain section of the people. They tend to take an offense to the abstract and over-the-top advertising. On the other hand, the target audience of the brand is able to connect with that kind of advertising and creates and aspiration factor within them which also might be a cause for the motivation for buying the brand. They tend to be visually oriented and intrinsically motivated in shopping behaviour (Holbrook 1986). Pepe has always a part of larger than life events War of the DJs, Lycra MTV Style Awards, etc. and claims to be the most loved brands by the media. The brand has seen some of the best brand ambassadors like Ronaldo, Jessica Miller, Sienna Miller, etc.

As per Berry (2000), brand awareness of a company can be built on the basis of advertising, name, logo and appearance. Brand recall goes hand-in-hand with brand awareness which usually occurs, when a customer is making a purchase or using a service. In relation to Pepe Jeans, the two-word syllable makes it very easy to remember the brand name and the logo which is simple and straightforward. The advertising is unusual and bold which never misses an eye. Pepe does advertising with a consistent message across the world, as it believes that localisation might distort the identity of the brand. Putting it all together, there is immense awareness of the brand globally and brand recall is high in the consumer mind. Brand recall is the prime objective of the communication made to create brand awareness. (Lee and Ang, 2003). Pepe Jeans to connect with their target audience recently unveiled the Formula One ING Renault car in India. This speed machine caused a rage with the youth and the brand connected with the excitement. This was a launch to kick-start a road show organized by Pepe Jeans London across the popular malls in India (http://www.financialexpress.com/news/pepe-jeans-london-kickstarts-f1-roadshow/314737/ and http://in.biz.yahoo.com/080526/138/6u4h0.html).

Conclusion

So according to what has been discussed and analysed, Pepe Jeans is a youth brand which is loved across the globe and has a growing customer base. Seeing the current recession and introduction of own-label brands by supermarkets and departmental stores, all globally renowned brands have seen a marginal drop in their sales. The brand, to keep up has introduced new ranges in non-traditional designs. As a brand, they have had to face some hurdles like people took offense to their advertising or venturing in a new territory. The brand is successful and has not been involved in any controversy which has helped them have a clean brand image. They take pride in wearing the brand and the company takes pride in manufacturing Pepe. The brand is growing at a good pace and plans retails expansion across more countries and looks at tapping areas which have potential. As a brand, they are doing well and are a trusted name in the global market and should continue to do so.

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Appendixes

A: Abbreviations

B: References

C: Bibliography

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A. Abbreviations

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B. References         

1. Aaker D. A. (1991), ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’, The Free Press, New York, NY
2. Abraham K. (2005), ‘The steps to effective brand management’, Managing Intellectual property
3. Ailawadi K.L., Lehmann D.R. and Neslin S.A.,(2003), ‘Revenue Premium as an Outcome Measure of Brand Equity’, Volume: 67, Issue: 4
4. American Marketing Association (1960), ‘Marketing Definitions: A Glossary of Marketing Terms’, American Marketing Association, Chicago
5. Berry L.L (2000), ‘Cultivating service brand equity’, Journal of the Academy of Marketing Science, Vol. 28, No. 1
6. Biel, A. (1993), ‘Converting image into equity’, in Aaker, D. and Biel, A. (eds) ‘Brand Equity and Advertising: Advertising’s Role in Building Strong Brands’, Lawrence Erlbaum Associates, Hillsdale, NJ
7. Chernatony L. D. and Dall’Olmo Riley F. (1998), ‘Defining a ‘‘brand’’: Beyond the literature with expert interpretations’, Journal of Marketing Management, Vol. 14
8. Claudio D.A. and Verganti R. (2007), ‘Strategies of Innovation and Imitation of Product Languages’, Journal of Product Innovation Management, Vol. 24 Issue 6
9. Ditcher E. (1985) ‘What’s in an image’, Journal of Consumer Marketing, Vol. 2, No. 1, Winter
10. Eroglu, S.A., K. Machleit, and T.F. Barr. (2005), ‚Perceived retail crowding and shopping satisfaction: The role of shopping values’, Journal of Business Research 58, No. 8: 1146–53
11. Friedman, A. (1993), ‘RTW forecast: Soft looks can beat hard times’, Women’s Wear Daily
12. Hankinson, G. A. and Cowking, P. (1993), ‘Branding in Action’, McGraw-Hill, Maidenhead
13. Herzog H. (1963), ‘Behavioral science concepts for analyzing the consumer’, ‘Marketing and the Behavioral Sciences’, Selected Readings, Allyn and Bacon, Boston
14. Holbrook, M.B. (1986), ‘Aims, concepts, and methods for the representation of individual differences in aesthetic responses to design features’, Journal of Consumer Research 13: 337–47.
15. http://in.biz.yahoo.com/080526/138/6u4h0.html
16. http://www.expresstextile.com/20040715/fashionfolio01.shtml
17. http://www.financialexpress.com/news/pepe-jeans-london-kickstarts-f1-roadshow/314737/
18. Karjalainen, T.M. (2001), ‘Brand Identity References in Product Design Language: Identification and Differentiation of Products through Brand Associations’, In: Muotsosuhde, ed. S. Vihma. Helsinki: University of Art and Design, Publication Series
19. Kotler P. (1988), ‘Marketing Management: Analysis, Planning and Control’, Prentice-Hall, Englewood Cliffs, NJ
20. Lee Y.H. and Ang K.S. (2003), ‘Brand name suggestiveness: a Chinese language perspective’, International Journal of Research in Marketing, 23, 4, 323-58.
21. Muse, M. V., & Hartung, K. L. (1973), ‚Consumer perception of a dual brand name’, Journal of Retailing, 49
22. Nandnan S. (2004), ‘An exploration of the brand identity–brand image linkage: A communications perspective’ Received (in revised form): 3rd December, Park
23. Neha Shah, Assistant Marketing Manager, Pepe Jeans 2009 – [email protected] (Confidential phone conversation and emails exchanged)
24. Odekerken-Schroder, G., K. De Wulf, H. Kasper, M. Kleijnen, J. Hoekstra, and H. Commandeur. (2001), ‘The impact of quality on store loyalty: A contingency approach’, Total Quality Management 12, No. 3
25. Paridon, T.J. (2006), ‘Extending and clarifying causal relationships in research involving personal shopping value, consumer-self-confidence, and word of mouth communication’, Marketing Management Journal 16, No. 1
26. Park C.W., Jaworski B.J. and Maclnnis D.J.  (1986) ‘ Strategic brand concept – image management ’, Journal of Marketing , Vol. 50 , No. 4
27. Pepe Jeans Official website - http://www.pepejeans.com/company/history
28. Petre, M., S. Minocha, and D. Roberts. (2006), ‘Usability beyond the website: An empirically grounded e-commerce evaluation instrument for the total customer experience’, Behaviour and Information Technology 25, No. 2
29. Standard and Poor. (1995), Standard and Poor Industry Survey, (1254) 9
30. Stoel, L., V. Wickliffe, and K.H. Lee. (2004), ‚Attribute beliefs and spending as antecedents to shopping value’, Journal of Business Research 57, no. 10: 1067–73
31. Vranesvic T. and Stancec R. (2003), ‘The effect of the brand on the perceived quality of food products’, British Food Journal, Vol. 105 No. 11, pp. 811-25
32. Winchester M. K. and Romaniuk J. (2003) ‘Evaluative and descriptive response patterns to negative image attributes’, International Journal of Market Research, Quarter 1, Vol. 45 Issue 1
33. Wood L.M. and Pierson B. J. (2006) ‘The brand description of Sainsbury’s and Aldi: price and quality positioning’, International Journal of Retail & Distribution Volume: 34 Issue: 12 Page: 904 – 917
34. Wood, L. (2000) ‘Brands and brand equity: Definition and management’, Management Decision, Vol. 38, No. 9, pp. 662–669.
35. Zambardino A. and Goodfellow J. (2007) ‘Being 'Affective' in Branding?’, Journal of Marketing Management, Vol. 23 Issue 1/2, p27-37, 11p

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C: Bibliography

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