Pepe Jeans India looks to harness technology for growth, boosts operational efficiency

Pepe Jeans India is expanding both its adoption of technology and its brick-and-mortar footprint in the Indian market. The denim and casual wear business is exploring augmented reality and virtual reality to ameliorate the shopping experience and has seen backend technology streamline its 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,” Pepe Jeans India’s director of transformation Satish Karunakaran told India Retailing in an interview. “This smart mirror is capable of enabling customers to choose garments, visualise the fit, share images on Instagram, and facilitate automatic checkout processes.”
 
Prior to 2017, Pepe Jeans India had not invested significantly in technology, according to Karunakaran. That year, the business implemented SAP, an end-to-end ERP software which covers numerous business processes, which increased operational efficiency and enabled real-time reporting. The business has now implemented the SalesForce Commerce Cloud on its business to customer website and has also upgraded its human resources department to feature Darwinbox and GPS-based attendance systems.
 
Pepe Jeans India Limited is also expanding its brick-and-mortar footprint across India and aims to open 100 new stores in the coming three years, the Press Trust of India reported. The business projects that between 35% and 40% of Pepe Jeans’ India business will come from direct to customer retail, both online and in its stores. The business is also on track to reach a revenue total of Rs 2,000 crore.