Pepe Jeans London – this is a British brand specializing in the production of men's, women's and children's clothing, as well as footwear and accessories. The brand is the epitome of the rebellious spirit of London, which in all its glory appeared in 1960-1970. The brand is distinguished by originality, carelessness and convenience of models.
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:
Working with a brand of such high level as Pepe Jeans London implies strict adherence to brand standards. However, for their use outside the United Kingdom, it is necessary to adapt official information to the specificities of the specific country’s market. This is the task we performed for the Ukrainian Pepe Jeans brand stores.
From foreign partners, we received a basis - visual solutions for the creation of tags, stripes, stickers on labels and showcases, design elements for shop windows and store interiors, and other printed materials. Then we refined it, focusing on the peculiarities of the perception of Ukrainian customers and the well-established rules of this segment in our country.
As part of the adaptation and production of graphic products for the Ukrainian market, we took part in the design of shop windows. We chose the appropriate format for the design elements and created a catchy, eye-catching slogan. For example, the size of discount percentage indicators, which we received from an official representative of a brand, could vary from small elements to large-scale visualizations. Up to full zakleyka space showcases.
We performed a comprehensive adaptation of a unique concept for each advertising campaign in order to achieve the main task of effective window dressing - to attract customers.
If the main task of the storefront is to attract customers, then the purpose of the store design is to keep them and lead to the purchase. In this context, the design of the retail space involves not so much work with the color of the walls and the distribution of decorative elements throughout the hall, as the use of sales technologies. These include:
Inspired by the uniqueness of the brand, we developed the denim walls with the flag of the United Kingdom painted on a scale sheet of coarse plywood as an element of the interior for placing goods. So we focused on the main products of Pepe Jeans and the originality of the brand.
We carried out the adaptation of the concepts of printed image products to the specifics of the Ukrainian market. They also supervised the production of: business cards, flyers, packages, instructions, tags and stickers on tags, discount size indicators for pasting display windows, shelf brackets and other interior design elements.
This task was part of the project's system support. Updating of printed products was carried out regularly - every season or even several times a season.
Adaptation and refinement of visual solutions that we received from foreign partners were necessary in almost every case. Without this, the schedule simply wouldn't work. In the context of the Ukrainian market, it often turned out to be too faded and imperceptible.
We worked with the size of the individual elements of the layout and color - most often used solid colors or color combinations of the British flag. The design that we finalized has always been directly focused on the customer, which gave results in the form of increased sales.
All the above tasks that we implemented for Pepe Jeans were performed as part of the holistic support of the project. We were responsible for the implementation of marketing activities provided for by the unified strategy of the official representative, here in Ukraine.
Conducted massive advertising campaigns. Such a 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 an 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 intended to lead the customer to visit the store and purchase.
We not only adapted print concepts, developed and produced the design of shop windows and interior elements of the store, but also provided the logistics of all the necessary materials for the simultaneous launch of advertising campaigns in all Pepe Jeans branded stores.
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