Pepe Jeans India has plans to enhance its adoption of technology and also increase physical store numbers.

The denim and casual wear brand is exploring augmented reality (AR) and virtual reality (VR) to improve shopping experience of its customers

“Pepe Jeans India is exploring AR and VR technologies for enabling Virtual Try-on (VTO), including the development of a smart mirror,” Pepe Jeans India’s Satish Karunakaran told India Retailing.

“This smart mirror is capable of enabling customers to choose garments, visualise the fit, share images on Instagram, and facilitate automatic checkout processes,” Karunakaran added

As per Karunakaran, before 2017, Pepe Jeans India had not invested significantly in technology. But in the same year they implemented ERP software which covers numerous business processes.

“This ERP software helped increase operational efficiency and enabled real-time reporting and now the brand has adopted te SalesForce Commerce Cloud on its business to customer website,” he stated.

Pepe Jeans India has also upgraded its human resources department to feature Darwinbox and GPS-based attendance systems.

Alongside, the brand also aims to open 100 new stores in the coming three years and expects 35-40% of its business will come from direct to customer retail, both online and in its stores.

Pepe Jeans was launched in 1973 in UK and as a denim pioneer, has consistently reinvented the definition of denim to keep up with the trends.

It is an iconic brand that is synonymously associated with denim and limitless creativity and gives its customers the foundations to exude self-confidence, uniqueness and authenticity.