Pepe Jeans plans to increase its India marketing spend by 20 per cent in 2016. The British denim company also intends to increase campaign for visibility of the brand through more television advertisements.

“We will continue to reach out to our target audience through relevant collaborations, sponsorships and initiatives, Pepe Jeans India CEO, Kavindra Mishra said. “We are looking to associate with sports and music. Cricket is one such platform that we are quite keen on. The Kala Ghoda Arts Festival in Mumbai is also a great opportunity to reach out to music enthusiasts in the city.”

The company said it has received a good response to the kids wear category, which was launched recently in India, with sales exceeding expectations. “The Pepe Jeans Kids Wear sales, especially in large format stores, have even surpassed that of many popular brands,” Mishra said.

It also plans to bring its international footwear range to India by next year. At present, the footwear range is available across some of its flagship stores in metro cities. The company is testing the market to arrive at the right pricing.

As a part of its marketing initiative, Pepe Jeans has set up a custom studio in its flagship store in Delhi’s Connaught Place, where shoppers can get their denims stamped with their choice of names or designs. The concept, which exists internationally and is being expanded throughout Europe, has been introduced in the country for the first time by the company.