Graduation Research Project

“Consumer perceptual study for new product

development- A research study for Pepe Jeans”

A dissertation submitted in partial Fulfilment of the

requirement for the award of Degree in
Bachelor of Fashion Technology (Apparel Production)

Submitted
By

Harshal Shanwar
Batch 2014-2018

Under the Guidance of

Dr. Sushil Raturi

Associate professor

Department of Fashion Technology

National Institute of Fashion Technology, (Mumbai)

May,2018

1|Page
 Abstract

The report is about the graduation project as a part of the academic curriculum. The
internship was conducted at “PEPE JEANS LONDON” MUMBAI the project concentrated on
“Consumer perceptual study for new product development” Majorly. Other than that a
study on the major product categories and day to day activities were also focused upon. For
this report it was necessary to observe jeans category of PEPE JEANS LONDON, focusing on
the denim bottom wear jeans, problems of the concerned category, consumer expectation
study. They are able to deliver the same or needs to improvise. The styling project helped to
develop different looks for the brand so that the customer should be enthusiastic to shop
from the store and the project on PEPE JEANS LONDON denim bottom wear was carried out
in order to help the company improve on its position for the particular product segment.

2|Page
 Declaration

All the information is based on the data received or drawn while working for Pepe Jeans
India Private Limited and after personal research and understanding.
All the information in the report is verified to the best of author’s ability but does not accept
responsibility for the loss arising from decisions based on them.
This report has been prepared for the exclusive academic use of National Institute of
Fashion Technology, Mumbai.
All rights reserved. No part of the report may be reproduced or transmitted in any form or
by any means without the prior permission of the author.

Harshal Shanwar
Bachelor of fashion technology
NIFT Mumbai

3|Page
 Certificate

“This is to certify that this Project Report titled “Consumer perceptual study for new product
development” is based on my, Harshal Shanwar, original research work, conducted under
the guidance of Dr. Sushil Raturi Associate professor towards partial fulfillment of the
requirement for award of the Bachelor’s Degree in Fashion Technology (Apparel
Production), of the National Institute of Fashion Technology, Mumbai
No part of this work has been copied from any other source. Material, wherever borrowed
has been duly acknowledged.”

Signature of Guide

Date

4|Page
 Acknowledgments

I Harshal Shanwar would like to acknowledge that the experience I gained and the value
addition to my course content has been chiefly due to opportunity and exposure provided
by Pepe Jeans India Private Limited.
My special thanks to Mr. Kishan Nagesh Head of Denim department who in spite of his busy
schedules took time to guide, coach and mentor me in all disciplines related to buying
process and understanding denim washes and product development process for new
collections.
My special thanks to my NIFT Mumbai mentor, Dr.Sushil Raturi Associate professor for
preparing me with sound fundamentals to undertake this project.

Your Sincerely
Harshal Shanwar
Bachelor of fashion technology
NIFT Mumbai

5|Page
 Table of content

Chapter Title Page number

Chapter 1 Introduction 9
Chapter 2 Review of Literature 12
Chapter 3 Research Methodology 15
Chapter 4 Brand Study 17
Chapter 5 Trend and Forecasting 19
study
Chapter 6 Consumer perception 21
study
Chapter 6.1 Survey analysis 21
Chapter 6.2 Demographic study 1 29
Chapter 6.3 Demographic study 1 32
Chapter 7 Competition Analysis 38
Chapter 7.2 Perceptual mapping 47
Chapter 7.3 Store comparison 48
Chapter 8 SWOT Analysis 49
Chapter 9 Conclusion 50
Chapter 10 Bibliography 51
Chapter 11 Annexure 52

6|Page
 List of tables

 Table 4.1 – Pepe jeans photo

 Table 4.2 – Denim market in India
 Figure 6.1 – Trend styles against gender
 Figure 6.2 – Trend styles against Age
 Figure 6.3 – Styles against gender
 Figure 6.4 – Ratio of styles
 Figure 6.5 – Fits against gender
 Figure 6.6 – Ration of fits
 Figure 6.7 – Waist rise against gender
 Figure 6.8 – Ration of waist rise
 Figure 6.9 – Colour against gender
 Figure 6.10 – Ratio of colour
 Figure 6.11 – Material against gender
 Figure 6.12 – Ratio of material
 Figure 7.1 – Store comparison

7|Page
 List of figures

 Figure 1.1 – Pepe jeans photo

 Figure 2.1 – Denim market in India
 Figure 2.2 – City wise distribution of denim
 Figure 4.1 – Brand offering comparison male
 Figure 4.2 – Brand offering comparison female
 Figure 5.1 - Forecast reframe denim
 Figure 5.2 – Forecast patched denim
 Figure 5.3 – New trend styles
 Figure 6.1 – Trend styles against gender
 Figure 6.2 – Styles against gender
 Figure 6.3 – Fit against gender
 Figure 6.4 – Waist rise against gender
 Figure 6.5 – Colour against gender
 Figure 6.6 – Material against gender
 Figure 7.1 – Levis against fit
 Figure 7.2 – Spykar against fit
 Figure 7.3 – Lee against fit
 Figure 7.4 – Pepe against fit
 Figure 7.5 – Levis against style
 Figure 7.6 – Spykar against style
 Figure 7.7 – Lee against style
 Figure 7.8 – Pepe against style
 Figure 7.9 – Levis against colour
 Figure 7.10 – Spykar against colour
 Figure 7.11 – Lee against colour
 Figure 7.12 – Pepe against colour
 Figure 7.13 – Levis against waist rise
 Figure 7.14 – Spykar against waist rise
 Figure 7.15 – Lee against waist rise
 Figure 7.16 – Pepe against waist rise
 Figure 7.17 – Levis against Material
 Figure 7.18 – Spykar against Material
 Figure 7.19 – Lee against Material
 Figure 7.20 – Pepe against Material
 Figure 7.21 – Perceptual mapping

8|Page
 Chapter 1 - Introduction

Company Overview –

Figure – 1.1

Pepe Jeans London was established in the chic Portobello Road area of London in 1973.
From its origins as a tiny market stall to more than half a US $ billion dollar denim and casual
wear brand, Pepe has transformed itself to one of the fastest growing jeans-wear labels in
Europe.
The brand today has presence in more than 80 countries across the world. The brand is
currently the leading player in the premium jeans and casual wear segment, enjoying a
market share of more than 25 percent. Pepe Jeans is a well-known jeans brand. It has sales
in over 60 places around the world. Pepe Jeans was originally just a small market on the
Portobello road located in West London. The brand was named Pepe, because it was a short
word that could be written without much trouble. The supermodel Kate Moss’s first
advertising campaign was for Pepe Jeans. The brand was setup by three brothers in 1973.
Pepe Jeans are known for their diverse apparel collections.
They have the Utilitarian collection which comprises of fashion apparel with military attire
elements imbibed in it. They vary in colours from green, khakis, greys, tans and olives and
have other features like multiple pockets and loose fashion silhouettes. Pepe Jeans
contribute to both man and women’s wardrobe by their wide collection of trendy T-shirts,
shorts, pants, Jerseys and skirts. The shirts have coloured checks and highlighted stripes.
The Pepe clothing sports tones of red, yellow, pink, lime and green and some have hand
embroidered details.

9|Page
Pepe Jeans host many fashion shows and advertising campaigns and sign many famous
models and sports personalities. Pepe Jeans introduced art exhibitions in their birth place-
Portobello Road, London. They exhibit the work of local artists as well as international ones.
Pepe Jeans London recognized premium fashion brand, offering customers a range of high-
quality product lines including men’s, women’s and children’s casual apparel, denim,
accessories and a range of licensed product. Pepe Jeans London uses a variety of direct and
indirect distribution channels. Its business model is based on indirect selling through
wholesale and direct selling through retail and e-commerce.
Pepe Jeans London distributes to over 80 countries worldwide. They design clothing and
accessories that aim to appeal to a diverse range of customers with their "modern casual
classic cool" and "preppy with a twist" lifestyle looks. With this look they try to ‘define’ their
lifestyle brand. The Pepe Jeans London brand possesses strong world-wide brand
awareness.

Retail
Retail accounts for over 70% of Pepe Jeans London Europe sales. This consists principally of
sales generated from approximately 230 stores in the Europe. Our store base includes
flagships, which are our largest stores carrying the full range of Pepe Jeans London apparel
and accessories, and are situated in high-profile locations in major cities that enhance the
positioning and exposure of the brand; anchor stores, which are located on high-traffic retail
streets; and company stores, which are primarily located in premium outlet centres and
carry specially designed merchandise at a lower price point than our other stores.
Wholesale
Wholesale business represents approximately 30% of Pepe Jeans London sales. They are
continually expanding the brand’s presence in top doors at both department stores,
maximizing sales of key items and upgrading the in-store experience by creating clear and
impactful store presentations. Also licensed certain lifestyle product categories including
eyewear and accessories, which are also sold at many MBO, as well as through other
retailers.

Pepe Jeans India

In India, Pepe Jeans London is in top of the international denim brand and has the market
share of more than 20%. The product is about not only 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,

10 | P a g e
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.
The first section of the report deals with analysis of brand overview and detailed analysis of
competitors.
The second section of the report deals with primary research done by the researcher. It
includes data that was collected, analysed and interpreted with the help of statistical tools
like frequency distribution (bar and pie chart). On the analysis, conclusions were drawn and
requisite recommendations were provided.
The third section of the report deals with detailed analysis of the competitors based on
price range and product offering of each brand, followed by SWOT analysis.
The final section of this report consists of additional information that is related to the main
content of the report. Annexure includes questionnaire based on which the primary data
was collected and research study was conducted.
Pepe Jeans London was first launched in India in 1989. Pepe Jeans London Apparel,
accessories and Footwear collections are marketed by Pepe Jeans India Pvt. Ltd. Today, the
brand is available in over 1000 select points of sale covering over 98 cities across the
country and, is known as the leading international lifestyle brand present in the country.
Pepe Jeans London has been a pioneer in India, bringing international concepts into the
country ahead of its competitors. The brand’s persona is all about ‘Classic, European and
cool!’ 11

Pepe Jeans London Apparels India came to the country 28 years ago and with its British
heritage and appeal it connected very well with customers in the super premium segment.
The product range is varied across menswear and women’s wear categories of top wear and
bottom wear. The line is further divided into casual and denim. While Casual wear caters to
the urban, peppy, matured customer the denim line with its street and sexy edgy styling is
more targeted at teens and youngsters who are in their early 20s. Some key categories
include men’s shirts, women and men’s knits, denims, pants and dresses.

11 | P a g e
 Chapter 2 - Review of literature

Denim market in India

Market Size and Growth Denim is of the most promising category in India’s apparel market.
In 2013 the denim market of India was worth INR 13,500 Cr. which accounts for 5% of the
total apparel market of the country. The market is projected to grow at a Compound Annual
Growth Rate (CAGR) of 15% to become an INR 27,200 Cr. market in 2018

Figure – 2.1

The denim market in India is skewed towards men’s segments with 85% contribution
coming from it. Women’s denim segment contributes 9% to the market and the kids
segment the rest 6%. The women’s and kid’s denim segments are expected to witness
higher growth rates due to their lower base and increasing focus of brands and retailers on
those segments.

City-wise Distribution of Denim Market The value share of denim market is skewed in favour
of mega metros and metros which account for almost half of the total denim market at a
share of 49%. Though the markets of other urban areas and rural India contribute high in
volume terms, their combined share in market value is only 51%. As the penetration of
denim category and the awareness of denim quality increases in those cities and rural India,
their share in market value will start increasing with more number of consumers willing to
pay premium for the quality, design and fit.

12 | P a g e
 Figure – 2.3
Presence of Brands
In India unbranded denim products dominate the market with around 60% share of the
market. The share of brands in denim market stands at 40%. Most of the unbranded players
operate on the lower price segment of the market where awareness of quality of fabric,
finishing and washes, design and fit are relatively low. The emergence of semi-urban
clusters, areas having less number of farming communities, across the country has opened
up a plethora of opportunities for regional brands and retailers. A typical denim consumer
of the semi-urban cluster demonstrates a blend of the characteristics of urban and rural
consumers; like an urban consumer she/he shows awareness of brand and product quality
and like a rural consumer pricing and affordability plays a crucial role in her/his purchase
decision. The regional brands have focusing to cater to these typical requirements of the
semi-urban consumers. However presence of lots of unbranded players in such markets it a
market of intense competition to many national level brands. Driving Factors for Denim
Market

Some of the key driving factors for the denim market in India are:

 An aspiration youth ((15 to 29 year olds) with higher spending power than previous
generations, which make 26% of the consuming population

 A wide range of consumer segment that consider denim as an apparel of choice owing to
its comfort and style

 Favoured preference for denim amongst youth owing to its versatile association.

 Increasing usage of denim products by women and youth in smaller cities and rural India.

13 | P a g e
Denim Value Chain in India
India has an integrated value chain for denim products starting from fibre to retail. Denim is
primarily produced from cotton and India is expected to overcome China as the single
largest producer of cotton the world in 2014. The country is the second largest producer of
cotton yarn. The denim fabric production capacity of India is more than 1000 million meters
per year, and India is still witnessing entrance of more denim fabric manufacturers in the
industry. Denim fabric production in India is concentrated in the western and northern parts
of the country with more than 45% contribution coming from Gujarat alone where
Ahmedabad is the production hub. Denim apparel production in India remains a fragmented
industry where only 20-30% of denim apparel is manufactured in the organised units. The
denim apparel production activities are concentrated in Delhi/NCR, Mumbai, Bangalore and
Ahmedabad.

The denim market in India has been evolving fast with introduction of more styles, colours
and some distinct trends in the product offering. Some of the key trends in denim market
are:

 In India most of the denim manufacturers focus on the domestic markets as the value
realisation remains higher in domestic market than in export markets

 In the recent times the industry has witnessed entrance of new fabric manufacturers
which is expected to make the market for denim fabric more price competitive in the
coming years

 Cotton remains the fibre of choice in denim apparel. In blended denim fabrics polyester is
being used as weft threads

 The demand for stretch denim is growing at a faster rate in India market due to its
comfort and fit characteristics

 The colour of denim jeans is no longer limited to traditional blue colours. Indian youth has
started accepting denim in different colours including green, red, yellow etc.

14 | P a g e
 Chapter 3 - Research methodology

Project -
What drive the retail sector are Consumers, especially when it comes to the apparel retail.
There is high competition in Denim wear category. There is a product gap between what
competitive brands are offering to customers and what the customer’s preference towards
denim product.
So understanding buying behaviour of consumers and study of trends forecasting by
analysing and giving suggestion for a product range which will be more appealing to
consumers so that consumers will make more/repeat purchase and thus will become loyal
customer.
Also a Pepe jeans has limited styles in terms of denim other than its competitors, so a
research study to suggest product development of new styles for Pepe jeans.
Hence, this study will help Pepe to look into customer base what are their preference
towards denim jeans in terms of style, fit, fabric, colour and waist-rise.
And also this study will help to create new product development according to customer
perception

Objective -
 To conduct Brand study and Competition Analysis for pepe jeans.
 To study Trend and forecasting for denim Jeans (SS19).
 To study Consumer Preferences and perception towards denim product.
 To provide suggestion for new product development for men’s and ladies denim
jeans.

Methodology –

1. Competition Analysis – Observation method of data collection

i) Identification of Competition
ii) Visit to store and market
iii) Market scanning by looking into competition by 4 P’s

 Product ( Style, Design, Colour, Quality, Wash, Fit, Finish)

15 | P a g e
  Price

 Place ( Formats in EBO, MBO, Online,)

 Promotion

2) Trend Analysis for Denim (SS19) - Secondary data

Analysis of Trend and forecasting through WSGN.

3) Analysis of Consumer Perception – Primary data

i) Primary data will be collected by personal interview and using Google survey.
ii) A total of 300 customer will be used as a samples.
iii) Quota sampling method as follows.

Zone Age Sample size

18-22 23-28 29-34 35-40 41-45
M F M F M F M F M F
Tier 1 25 15 20 15 15 10 15 10 15 10 150
Tier 2 15 10 20 10 10 5 10 5 10 5 100
Tier 3 10 4 10 4 6 4 8 4 - - 50

The data collected will be analyse using Spreadsheet and Pivot table with Descriptive
Analysis, demography study, graphical method.

16 | P a g e
 Chapter 4 - Brand Study

This study showcases the number of options offered by Pepe and its competitor brands in
terms of fabric material, style, waist rise, fit and colour. It will provide insight into where
Pepe is lagging behind and parameter which needed to work on.

No. of options Offered (Male)

Brands Waist Rise Fit Style Colour Fabric

Pepe 3 5 2 5 2

Spykar 3 5 3 5 2

Levis 3 6 4 5 2

Lee 3 5 4 5 2

Table – 4.1

Male
7
6
5
4
3
2
1
0
Waist Rise Fit Style Colour Fabric
Pepe Spykar Levis Lee

Figure – 4.1

It shows that the all of these brands offer same options in waist rise, colour and fabric.
Also in term of fits Pepe offers almost same options, only Levis offers 6 fit options and other
offers 5 each.
But in terms of styles Pepe offers only 2 basic styles i.e. solid denim and distressed denim,
where as other brands offer 3-4 styles.

17 | P a g e
 No. of options Offered (Female)

Brands Waist Rise Fit Style Colour Fabric

Pepe 3 6 2 5 2

Spykar 3 5 4 5 2
Levis 3 6 5 5 2

Lee 3 6 6 5 2

Table – 4.2

Female
7
6
5
4
3
2
1
0
Waist Rise Fit Style Colour Fabric

Pepe Spykar Levis Lee

Figure – 4.2

In Ladies jeans also, expect for style in all other parameters Pepe offers equally good
options compare to other brands.
But in style Pepe offers very less options compare to other brands.

This study shows that Pepe is lagging in style options as compare to other brands.

18 | P a g e
 Chapter 5 -Trend and Forecasting study

The Trend and forecasting study has been conducted to understand upcoming trends in
denim for season spring summer 19.
Reframe Denims

19 | P a g e
Figure – 5.1
Patched Denim

Figure – 5.2
Reframe denim and patched denim are very much in trend.

Sources – WGSN, Pintrest, denimology and Wsgn tumblr

Introduction to two new styles patched

Denim for men’s and reframe denim for ladies.

To check if the customers will prefer to buy

this new trend styles, survey has been

Conducted to analysis the response for

the styles by customers.

On the basis of brainstorming and discussion

With forecasting team, WSGN data is studied

and suggestions were given.

20 | P a g e
Figure – 5.3
 Chapter 6 - Consumer Perception study

Consumer perception study has been conducted to understand, the customers preference
while purchasing a denim jeans. The parameter which customer preferred the most while
buying denim jeans.
This survey also feature the question about new trend style, to check if the introduction to
this new styles is feasible or not.
The sample size of the Consumer Survey that is conducted is around 300.

6.1 Survey analysis

21 | P a g e
22 | P a g e
23 | P a g e
24 | P a g e
25 | P a g e
26 | P a g e
Suggestions -

27 | P a g e
Major findings –

 Most people opt for price range of 1500-3000 rupees, pepe should offer more
options in this price segment.
 Levis is the most preferred brand for the jeans where as pepe jeans comes at second
preferred brand for the jeans, and then spykar at third.
 Fit is considered as a most important factor while buying a denim jeans, pepe should
focus more on fits.
 Pepe should introduced some more fit styles, since it’s a most prefred option while
buying denim. People are willing to try new things and seeking for new styles and
new fit, customers are going towards more fast fashion styles.
 Pepe should introduce new styles and new fits to customers along with their classic
styles , this will give customers more option and varity to choose from, so that brand
can increase the sale.
 Strechable material is most prefered by respondants. Ratio of strechable to non-
strechable fabric is 4: 1
 Solid (one shade) denimare most prefered followed by distressed denim by the
respondants.
 Medium blue, navy blue, black and then sky blue are most prefered by respondants
respectively.
 Medium rise is most preferred by the respondent in the waist rise.
 Slim fit and skinny fit are most preferred by the respondent.
 Through social media people get to know about brands , offers and new collection
Pepe jeans need to invest more in social media and tv commercials as well.

28 | P a g e
6.2 Demographic study - part 1
Demography study has been conducted in which product parameters are linked with
gender, since the project contains suggestion for two new products in two different
category.
Analysis is done for responses against the question about new trend styles.

1.New trend styles –

Responses of this question has been cross-tabulised with gender, by using spreadsheet and
pivot table.

29 | P a g e
Cross tubulisation – New Trend styles vs Gender

Would you prefer buying this type of trend styles?

Gender Yes No Maybe Grand Total

Male 28.93% 11.95% 11.95% 52.83%

Female 22.64% 12.58% 11.95% 47.17%

Grand Total 51.57% 24.53% 23.90% 100.00%

Table – 6.1

Figure – 6.1

Key findings -

51% of respondents said yes for this new styles, out of which 28.93% are male and 22.64%
are female.
51% is workable and considerable percentage and 23.90% people said maybe, with the
right marketing and advertising , Pepe jeans can turn those 23.90% people towards new
styles.

30 | P a g e
Cross tubulisation – New trend styles vs age group

Would you prefer buying this type of trend styles?

Age Yes No Maybe Grand Total

18-22 21.57% 13.30% 19.00% 56.67%
23-28 17.00% 8.23% 3.90% 27.67%
29-34 11.00% 3.00% 0.33% 13.00%
35-40 1.67% 0.67% 2.33%

41 and above 0.33% 0.33%

Grand Total 51.57% 24.53% 23.90% 100.00%

Table – 6.2

Key findings

Target customer of Pepe jeans is be age group 18-35.

And analysis shows that people who said yes for this style are comes in age group of 18-34.
So with this study, new styles can take into consideration and Pepe can work on this new
styles as customer’s response to this style is overall very good.

31 | P a g e
 6.3 Demographic study – part 2
Study of gender against the product parameters like style, fit, colour, material and waist
rise.

 Gender against styles

What type of styles you prefer in a Denim jeans?

Solid
Distressed Embroidery Jogger Patched Reframe Grand
Gender (One
Denim Denim Denim Denim Denim Total
Shade)
Male 12.00% 1.33% 5.67% 11.33% 1.00% 26.00% 57.33%

Female 11.00% 0.67% 1.33% 1.00% 9.00% 19.67% 42.67%

Grand
23.00% 2.00% 7.00% 12.33% 10.00% 45.67% 100.00%
Total

Table – 6.3

Figure – 6.2

Ratio

Solid
Distressed Embroidery Jogger Patched Reframe (One
Gender
Denim Denim Denim Denim Denim Shade)
5
Male 3 1 1 2 1

female 3 1 1 1 2 5

32 | P a g e
Table – 6.4
 Key findings -

Since solid and distressed denims are two most classic styles.
Solid and distressed denim are most preferred by both male and female.
But also there is 11.33% male opt for patched denim and 9% female opt for reframe denim.
These two styles can be also considered when it comes to trendy fast fashion styles.
The problem Pepe jeans have is they offer solid and distressed which are classy and always
in demand but along with those if Pepe jeans introduced styles like patched denim and
reframe denim, it can increase their sale because nowadays there is demand of these styles
and has fairly good amount of customer base.

 Gender against fits

What type of fits do you prefer?

Bootcut Boyfriend Regular Relaxed Skinny Tapered Grand

Gender Slim Fit
Fit Fit Fit Fit Fit Fit Total

Male 0.67% 0.33% 11.67% 3.67% 14.67% 18.00% 8.33% 57.33%

Female 0.33% 1.67% 4.33% 1.33% 11.00% 17.33% 6.67% 42.67%

Grand
1.00% 2.00% 16.00% 5.00% 25.67% 35.33% 15.00% 100.00%
Total

Table – 6.5

Figure – 6.3

33 | P a g e
 Key findings
Both in male and female slim and skinny fits are highly in demand by people. Regular fit and
Tapered fit are also preferred by people with 16% and 15% respectively.

Ratio

Bootcut Boyfrien Regular Relaxed Skinny Tapered

Gender Slim Fit
Fit d Fit Fit Fit Fit Fit

Male 1 1 3 1 5 5 3

female 1 1 2 1 5 5 3

Table – 6.6
 Gender against waist rise

What type of waist rise do you prefer?

Gender High waist raise Low waist raise Medium waist raise Grand Total
Male 6.33% 14.33% 36.67% 57.33%

Female 14.33% 5.33% 23.00% 42.67%

Grand Total 20.67% 19.67% 59.67% 100.00%

Table – 6.7

Figure – 6.4

34 | P a g e
Key findings
Medium waist rise is most preferred by both male and female.
High waist is 2nd preferred by female’s then low waist whereas in male low waist is 2nd
preferred then high waist.

Ratio

Gender High waist rise Medium waist rise Low waist rise

Male 1 3 2

female 2 3 1

Table – 6.8
 Gender against colour

Which colour of jeans you prefer to buy more?

Gender Black Grey Medium Blue Navy Blue Sky Blue Grand Total

Male 10.00% 4.67% 16.00% 19.00% 7.67% 57.33%

Female 9.00% 3.00% 13.00% 12.00% 5.67% 42.67%

Grand Total 19.00% 7.67% 29.00% 31.00% 13.33% 100.00%

Table – 6.9

Figure – 6.5

35 | P a g e
Key findings

Navy blue and medium blue are most preferred colours by both male and female.
Then black at 3rd and sky blue at 4th position.

Ratio

Medium
Gender Black Grey Navy Blue Sky Blue
Blue

Male 2 1 4 4 2

female 2 1 4 4 12

Table – 6.10

 Gender against material

What type of material do you prefer?

Gender Stretchable Non-Stretchable Grand Total

Male 45.67% 11.67% 57.33%

Female 37.33% 5.33% 42.67%

Grand Total 83.00% 17.00% 100.00%

Table – 6.11

36 | P a g e
Figure – 6.6
Key findings
Both male and female preferred most for stretchable fabric material.
83% people opt for stretchable fabric and rest 17% opt for non-stretchable fabric.

Ratio

Gender Stretchable Non Stretchable

Male 4 1

female 4 1

Table – 6.12

37 | P a g e
 Chapter 7- Competition analysis
In order to understand the scope for pepe jeans in Indian denim market analysis of
competitor brands is done on the basis of following factors –
1. Fit
2. Style
3. Colour
4. Waist rise
5. Material

Fit
Fit is one of the most important parameter for customers while purchasing denim jeans.
Below we will analyse various fits provided by the various brand and where the Pepe jeans
stand.

Levis

Levis vs fits
38% Levis offered Customer Prefered
35.33%

25.67%
22%
18%
16% 15%
10%
5% 5% 5%
3% 2%
1%

Slim fit Skinny fit Regular fit Bootcut fit Relaxed fit Tapered fit Boyfriend fit

Spykar Figure – 7.1

Spykar vs fits
Spykar offered Customer Prefered

35.33%
30%
25.67% 26%

18% 19%
16% 15%

5%
2% 2% 3% 2%
1%

Slim fit Skinny fit Regular fit Bootcut fit Relaxed fit Tapered fit Boyfriend fit

38 | P a g e
Figure – 7.2
Lee

Lee vs fits
Lee offered Customer Prefered

35.33%

28%
25.67% 26%

16% 16% 17%

15%

8%
5% 5%
1% 2%
0%

Slim fit Skinny fit Regular fit Bootcut fit Relaxed fit Tapered fit Boyfriend fit

Figure – 7.3

Pepe

Pepe vs fits
Spykar offered Customer Prefered
37%
35.33%

25% 25.67%
22%
16% 15%

8%
5% 5%
3% 2%
1% 0%

Slim fit Skinny fit Regular fit Bootcut fit Relaxed fit Tapered fit Boyfriend fit

Figure – 7.4
Key findings –
 There is demand in tapered fit but Pepe jeans is offering less styles.
 In slim fit and skinny fit pepe jeans are offering almost equal percentage of styles as
customer preferred.
 In Regular fir also pepe jeans is offering less styles.
 Whereas in Bootcut and boyfriend fit Pepe jeans is offering more than preferred by
customers.

39 | P a g e
Style –
In style various brands provide many options in jeans to the customers.
Below we will analyse various Styles provided by the various brand and where the Pepe
jeans stand.

Levis

Levis vs style
Levis offered Customer Prefered
45.67%
40%
32%
23%

12.33% 12% 10%

7% 7% 5%
2% 4%

Solid Distressed Denim Patched Denim Jogger Denim Embroidery Reframe Denim
Denim

Figure – 7.5

Spykar

Spykar vs style
Spykar offered Customer Prefered
45.67%
43%

28%
23%

12.33%
8% 9% 10%
7% 5% 7%
2%

Solid Distressed Denim Patched Denim Jogger Denim Embroidery Reframe Denim
Denim

Figure – 7.6

40 | P a g e
Lee

Lee vs style
Lee offered Customer Prefered

49%
45.67%

23%
19%
12.33% 12% 10%
8% 7% 7%
5%
2%

Solid Distressed Denim Patched Denim Jogger Denim Embroidery Reframe Denim
Denim

Figure – 7.7
Pepe

Pepe vs style
Pepe offered Customer Prefered

52%
45.67%

26%
23%
12.33% 15%
10%
7% 7%
0% 2% 0%

Solid Distressed Denim Patched Denim Jogger Denim Embroidery Reframe Denim
Denim

Figure – 7.8

Key findings-
 In solid denim Pepe is providing 7% more than required options
 In distressed denim Pepe is providing fairly equal options as preferred by customers.
 But in jogger denim they are offering 8% extra.
 Even in embroidery they are providing 5% more options.
 There is demand in patched denim by 12.33% and reframe denim by 10% by
customer base, still Pepe jeans are not providing any options in patched and reframe
denim.

41 | P a g e
Colour –
Colour options provided by brands are almost same, these colour options differ by the
amount of percentage offered by brands.

Levis

Levis vs Colour
Levis offered Customer Prefered

31%
29.00%
25%
23%
19.00%
17%
15% 15%
13.33%

7.67%

Black Grey Navy Blue Medium Blue Sky Blue

Figure – 7.9

Spykar

Spykar vs colour
Spykar offered Customer Prefered
33%
31%
29.00%
27%
23%
19.00%

13.33%
12%
7.67%
5%

Black Grey Navy Blue Medium Blue Sky Blue

Figure – 7.10

42 | P a g e
Lee

Lee vs colour
Lee offered Customer Prefered

31%
29.00%
27%
25%
21%
19.00%
15%
12% 13.33%
7.67%

Black Grey Navy Blue Medium Blue Sky Blue

Figure – 7.11

Pepe

Pepe vs colour
Pepe offered Customer Prefered
32% 31%
29.00% 30%

19.00%
17%
12% 13.33%

7.67% 9%

Black Grey Navy Blue Medium Blue Sky Blue

Figure – 7.12
Key findings –
 In Navy blue, Medium blue and black, Pepe jeans offers roughly same amount of
percentage preferred by customers.
 In Grey Pepe jeans offers 5% more and in sky blue it offers 4% less options in jeans.

43 | P a g e
Waist rise –
Levis

Levis vs waist rise

Levis offered Customer Prefered

59.67%
52%

26%
20.67% 22% 19.67%

High waist Medium waist Low waist

Figure – 7.13
Spykar

Spykar vs waist rise

Spykar offered Customer Prefered

59.67%
56%

25%
19% 20.67% 19.67%

High waist Medium waist Low waist

Lee Figure – 7.14

Lee vs waist rise

Lee offered Customer Prefered

59.67%
50%

27%
23% 20.67% 19.67%

44 | P a g eHigh waist Medium waist Low waist

Figure – 7.15
Pepe

Pepe vs waist rise

Pepe offered Customer Prefered

58% 59.67%

20.67% 24%
18% 19.67%

High waist Medium waist Low waist

Figure – 7.16
Key findings

 In Medium waist rise Pepe jeans offers almost same options as preferred by
customers.
 In High waist rise Pepe jeans offers less options than preferred by customers.
 In Low waist rise Pepe jeans offers more options than preferred by customers.

Material –
Levis

Levis vs material
Levis offered Customer Prefered

79% 83%

21% 17%

Stretchable Non-Stretchable

Figure – 7.17

45 | P a g e
Spykar

Spykar vs material
Spykar offered Customer Prefered

85% 83%

15% 17%

Stretchable Non-Stretchable

Figure – 7.18

Lee

Lee vs material
Lee offered Customer Prefered

80.00% 83%

20.00% 17%

Stretchable Non-Stretchable

Figure – 7.19
Pepe

Pepe vs material
Pepe offered Customer Prefered

83%
77.00%

23.00%
17%

Stretchable Non-Stretchable

Figure – 7.20
46 | P a g e
Key findings –
 Demand for the stretchable material is more but pepe jeans providing less of
stretchable material as compared to other brands.
 Demand for the non-stretchable material is less but still pepe jeans providing more
of non-stretchable material.

7.1 Perceptual mapping

Figure – 7.21

Key findings
 Pepe offers limited range of styles in denim bottom wear
 Also the price range of pepe jeans products are higher.
 Pepe jeans need to introduce more styles in denim bottom wear.
 Also need to add more range in high price as well as mid-price so that customer can
have more options to choose from.

47 | P a g e
7.2 Store analysis -

Brand MBO EBO

Levis 1500 500
Spykar 900 300

Lee 700 250

Pepe 1000 220

Table – 7.1

 Levis is leader in bottom wear because one of the reason is that they have around
2000 stores in India they even present tier ii & tier iii cities so Pepe jean need to
focus on to open stores more in tier ii cities by this way they can come more close
customers.
 Pepe jeans need to add more stores in India to compete with other leading brands
 Even Spykar stores are available in tier 1, tier 2 and tier 3 cities, provide customers
much more options to shop in.
 Pepe jeans also needs to add more accessories like bags, belts & footwear many
more other accessories to attract more customers to showrooms.

48 | P a g e
 Chapter 8 -SWOT analysis

SWOT Analysis

1. Pepe Jeans is present over 100 countries and employs more than 5000
employees all over the world.
2. The brand is the fastest growing denim brand and is 500 million denim
and casual wear brand.
4. The brand has entered the elite segment of the top four denim
producers in the world.
Strengths 5. Pepe jeans is very strong in solid colour jeans.
6. Introduction of Pepe Jeans custom studio which allows the customers to
customize their denims
7. The brand has a heavy brand following and is has a strong financial
position in the denim industry.
8. The brand has signed international celebrity brand ambassadors which
enhances the brand equity.

1. Limited styles available for Denim bottom wear jeans

2. The brand has several competitors hence high brand switching
3.Low social media presence and less brand visibility
Weaknesses
4. Limited Store Locations.
5. More Focused on already saturated and highly competitive Tier cities
market in India.

1. Expanding the product range and give, more trendy options for jeans
wear.
2. Largest share of growing Youth population in India will ensure
continuous growth of the market.
Opportunities
3. The brand can also start its own website for India, for selling its
merchandise especially for jeans as it has emerged as an effective medium
for selling.

1. Increase in the number of online stores and brands selling similar

products.
Threats
2. Brand Switching is more. Competitor brands having better options in
jeans for women.

49 | P a g e
 Chapter 9 – Conclusion and Suggestion

 Pepe jeans is offering very less number of option in styles, with respect to its
competitors.
 Pepe jeans need to introduce more styles in bottom wear (jeans).
 Pepe jeans products are mostly at high price range, Pepe jeans should also be
offering more options in price range of 1500-3000.
 Pepe jeans needs to work on their promotional strategies and increase their visibility
like other competitive brand. They should be active more on social media, which is
the biggest source of communication today.
 Pepe jeans should make their products with preference ratio of both male and
female so demands and needs of customers can be fulfilled accordingly.
 Pepe should also be making new trendy styles, which is in demand by customers and
in India people are willing to try new things and customer base is shifting more
towards fast fashion.
 Pepe should make new products according to customer perception.
 Pepe should open more stores in tier 2 and tier 3 cities also for more availability.
 I observed there is growing market and customer demand for distressed denim,
patched denim and reframe denim.
 Tapered fit is also emerging as a product of choice among people, Pepe should work
more on tapered fit products.
 Customer of today going out to buy the jeans are now looking for a diverse variety in
jeans styles and fits among products and offering options of same regular styles and
fits is limit to what a customer is looking for in jeans.
 Competitor of Pepe jeans are pushing more towards variety of styles and fits which
helps them lead the market.
About Introduction to new styles

 51% of respondents said yes for this new styles, out of which 28.93% are male and
22.64% are female.
 51% is workable and considerable percentage and 23.90% people said maybe, with
the right marketing and advertising , Pepe jeans can turn those 23.90% people
towards new styles.
 Target customer of Pepe jeans is be age group 18-35.
 And analysis shows that people who said yes for this style are comes in age group of
18-34.
 So with this study, new styles can take into consideration and Pepe can work on this
new styles as customer’s response to this style is overall very good.

50 | P a g e
 Chapter 10 - Bibliography

 http://www.technopak.com/Files/denim-market-in-india.pdf
 https://www.mbaskool.com
 https://writepass.com/journal/2011/10
 https://www.ukessays.com
 https://research-methodology.net/a-brief-literature-review-on-consumer-buying-behaviour
 www.textilelearner.com
 https://www.pinterest.com.au
 https://en.wikipedia.org/wiki/4P
 https://www.pepejeans.com/en_nl
 https://www.myntra.com/pepe-jeans
 http://www.spykar.com
 http://global.levi.com
 https://www.lee.com
 https://www.wgsn.com/en
 https://www.denimpremierevision.com/presentation/pics-vids/
 https://denimology.com/2015/03/trending-patched-jeans

51 | P a g e
 Chapter 11 - Annexure

Preferences while Buying a Denim Jeans

I'm a Final year student of B.F.Tech, NIFT, Mumbai. As a part of my graduation project, I'm
undertaking this survey so as to understand the buying behaviour and preference of Indian consumer
while buying a Denim jeans. All the information you enter is totally anonymous in nature. So, please
take out 2-5 minutes of your valuable time to fill this survey. Thank you Harshal Shanwar NIFT
Mumbai

*Required
When do you prefer wearing Denim Jeans? *
o Always
o Sometimes
o Occasionally
o Never

Which brands do you prefer while buying jeans? *

Tick on Maximum 2 preferable options
o Tommy Hilfiger
o Levi's
o H&M
o ZARA
o Pepe Jeans
o Spykar
o Jack&Jones
o Flying machine
o Vedo Mora
o Forever 21
o Max
o Other:

Is the brand name important while buying a Denim jeans? *

o Very Important
o Important
o Any Brand with good jeans
o Don't care about brand

52 | P a g e
When purchasing a Denim jeans what price range do you opt for? *
o Below 1500
o 1500-3000
o 3000-4500
o 4500-6000
o Above 6000

How frequently do you purchase a Denim jeans? *

o Once in a 2 months
o Once in a 4 months
o Once in a 6 months
o Once in a 8 months
o Once in a 10 months
o Once in a year

Rate the following attributes on their level of significance to you, while

purchasing a Denim jeans? *

53 | P a g e
What do you like most about your favourite jeans from wardrobe? *
o Comfort
o Look
o Fit
o Style
o Colour

What type of styles you prefer in a Denim jeans? *

54 | P a g e
o Solid (One Shade)
O Distressed Denim
o Patched Denim
o Jogger Denim
o Embroidery or Printed Denim
o Reframe Denim

Would you prefer buying this type of trend styles ? *

o Yes
o No
o Maybe

What type of material do you prefer? *

o Stretchable
o Non-Stretchable

What type of waist rise do you prefer? *

o High waist raise
o Medium waist raise
o Low waist raise

55 | P a g e
Which color of jeans you prefer to buy more *
o Black
o Grey
o Navy Blue
o Medium Blue
o Sky Blue
o Other:

Ladies Denim Jeans Fits

Men's Denim Jeans Fits

What type of fits do you prefer? *

o Skinny Fit
o Slim Fit
o Regular Fit
o Bootcut Fit
o Relaxed Fit
o Tapered Fit
o Boyfriend Fit
o Other:

56 | P a g e
What medium do you prefer for shopping *
o Online
o Store

Through what medium you get to know about new brand offers &
collection *
o TV
o Social media
o Newspaper
o Word of mouth
o Blog
o Messages

Any Suggestions? *
In terms of style, design, fit, etc for a Denim jeans products.
Your answer
Name *
\
Gender *
o Female
o Male
o Prefer not to say

Age *
o 18-22
o 23-28
o 29-34
o 35-40
o 41 and above

Occupation *
o Student
o Working Profession
o Business
o Other

City Region *
o Tier 1 - Chennai, Mumbai, Calcutta , Bangalore, Hyderabad and New Delhi etc.
o Tier 2 - Ahmadabad, Pune, Kochi, Jaipur, Surat, Patna, Chandigarh, Kolhapur, Nashik,
Nagpur etc.
o Tier 3 - Sangli, Roorkee, Kanuur, Jammu, Ranchi, Jodhpur, Solapur, Ahemadnagar etc.

City * ____________

SUBMIT

57 | P a g e
58 | P a g e
59 | P a g e