Pepe Jeans India is developing both its technological and physical presence in the Indian market. The denim and casual wear industry is researching augmented and virtual reality to improve the shopping experience, while backend technology has helped to optimize operations.
“Pepe Jeans India is exploring augmented reality (AR) and virtual reality (VR) technologies for enabling Virtual Try-on (VTO), including the development of a smart mirror,” said Satish Karunakaran, director of transformation at Pepe Jeans India, in an interview with India Retailing. “This smart mirror is capable of enabling customers to choose garments, visualize the fit, share images on Instagram, and facilitate automatic checkout processes.”
According to Karunakaran, Pepe Jeans India did not make substantial investments in technology before to 2017. That year, the company introduced SAP, an end-to-end ERP software that covers a wide range of business operations, increasing operational efficiency and allowing for real-time reporting. The company has now put SalesForce Commerce Cloud on its business-to-customer website and improved its human resources department to include Darwinbox and GPS-based attendance tools.
Pepe Jeans India Limited is also increasing its physical footprint in India, with plans to open 100 additional stores over the next three years, according to the Press Trust of India. The company expects direct-to-customer retail to account for 35% to 40% of Pepe Jeans’ India business, both online and in stores. The company is also on target to achieve a revenue of Rs 2,000 crore.
