Pepe Jeans London is a British brand specialized in the production of men's, women's and children's clothing, as well as shoes and accessories. The brand is the embodiment of the rebellious spirit of London, which in all its glory was manifested in 1960-1970. The brand is distinguished by originality, carelessness and high comfort of its product.
When working on this project, we collaborated with foreign partners – official representatives of the Pepe Jeans London brand. Among the tasks that we implemented were:
Work with a brand of such a high level as Pepe Jeans London implies strict compliance with the standards of the brand. However, for the application of brand’s standards outside the United Kingdom, it is critical to adapt to official information, taking into account the specific features of the market of a particular country. This is the task we performed for Ukrainian brand stores of Pepe Jeans.
We received only the basis from our foreign partners – visual solutions for the creation of tags, patches, stickers on tags and window displays, design elements of the storefront and interiors, and other printed products. Further, we refined it, focusing on the peculiarities of the perception of Ukrainian customers and the established rules of this segment in our country.
As a part of the adaptation and production of graphical products for the Ukrainian market, we participated in the development of window displays design. We chose the appropriate format of design elements and created a catchy, eye-catching slogan. For example, the size of the discount percentages we received from a brand’s spokesperson could range from small items to large-scale visualizations. Up to the full size of the showcase glass.
We carried out a comprehensive adaptation of the unique concept for each advertising campaign to achieve the main task of effective window display design – to attract customers.
If the main task of the window display is to attract customers, the purpose of the store design is to keep them and lead to the purchase. In this context, the design of the commercial space involves not so much work with the color of the walls and the distribution of decorative elements in the hall, as the use of sales technologies. These include:
Inspired by the uniqueness of the brand, as an interior element to place the goods on it, we have designed the rope denim walls with the UK flag on the background, painted on a large sheet of rough plywood. In such a way we focused on the main products of Pepe Jeans and originality of the brand.
We performed the adaptation of the concepts of the printed image products under the specifics of the Ukrainian market. We also curated the production of business cards, flyers, packaging, instructions, tags and stickers on tags, signs of the size of discounts for putting them at the window displays, shelf talkers and other elements of interior design.
This task was a part of the system support of the project. The update of printed materials was carried out regularly – every season or even several times during a season.
Adaptation and refinement of visual solutions that we received from foreign partners were necessary in almost every case. Without this, the foreign graphic elements simply would not have worked. In the context of the Ukrainian market, it was often too faded and invisible.
We worked with the size of individual elements of the layout and color – often used solid colors or color combinations of the British flag. Our modified design has always been directly focused on the client, which manifested itself in the form of increased sales.
All of the above tasks that we have implemented for Pepe Jeans were carried out within the framework of holistic support of the project. We were responsible for the implementation of marketing activities provided by a single strategy of the official representative, here in Ukraine.
We carried out a massive advertising campaign. This system of interaction with the consumer involves contact with the brand at every possible point of communication. This means that from the first moment after the start of the advertising campaign, potential customers continuously receive targeted information about discounts or a new collection – through outdoor advertising, on the Internet, on the radio, in the shopping Mall. Each of these interactions is designed to lead the customer to shop and purchase.
We not only adapted the concepts of printed products, developed and produced the design of window displays and interior elements, but also provided the logistics of all the necessary materials for the simultaneous launch of advertising campaigns in all Pepe Jeans brand stores.
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