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K.V. Kurmanath

Hyderabad , Nov. 22

PEPE Jeans London has identified a potential business opportunity in the 10-16 age group, which it said was largely neglected by jeans players.

The company, which launched the first exclusive `1016' store for the customers in the age group in Mumbai last month, has decided to have more such stores in the league.

These stores sold casual wear and denims. "About 52 per cent of our population are below the age of 25. Of this, 15 million are estimated to be in the age group of 10-16 years," Mr Chetan Shah, Managing Director of Pepe Jeans London Clothing (India) Ltd, told Business Line.

"What they usually got was extended version of kids' wear, which the 10-16s didn't really like. They like to wear something that makes them look a bit older. But they didn't find such stuff as no one catered to this segment. We created this segment," he said.

Pepe's eyed eight million such customers living in metros where it has significant presence.

Besides tapping a new segment, the company intends to nurture them to the next level of clothing from its stable.

Pepe Jeans would expand its retailing network in the country by increasing its exclusive stores to 100 by 2008 from the present 30. "We will be present in 1,200 multi-brand outlets by 2008 as against the present 600," he said.

With regard to departmental stores, the company targets to reach out to 120 stores as against 50 at present.

In the long-term, the company sees a good opportunity in accessories. "With a range in accessories we might go for exclusive stores in this regard. Inner wear, too, could be an opportunity," he said.

More Stories on : New Products & Services | Readymade Garments

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