Denim brand Pepe Jeans has opened its first flagship store on Regent Street in the brand’s hometown of London. Located in the centre of the city’s shopping district, the store spans 1,500 square feet and offers the whole range of Pepe Jeans’ womenswear, menswear, denim, accessories and footwear across a single floor.
Chief marketing officer of Pepe Jeans, Mark Blenkinsop said, “This store represents a new chapter for the Pepe Jeans brand. London was the birthplace for the brand, and so it’s only right that we enhanced the brand’s visibility in the capital.
“London continues to be a global reference point for fashion and style, and we are really excited to [have] brand presence of Regent Street, arguably the best in London to deliver both a premium brand perception and strong footfall.”
The new flagship store was designed by Martin Brudniziki Design Studio and is the first Pepe Jeans store to use the new concepts. The interior store display aims to deliver a truly innovative retail experience.
One innovation is the interactive changing rooms, which the brand plans to roll out to all of its stores following a successful trial at its Regent Street flagship. The changing rooms detect clothing items shoppers are trying on using radio frequency technology. An interactive display then advises which products best match the clothes the shopper already has, and also offers options on colours and sizes. The interactive changing rooms create a personal touch for the customers’ shopping experience.
The store interior features walls with bold, geometric vinyl graphics, striped tiled floors, furnishings in bright, cheerful colours and props that relate to the manufacturing of the product. The brand’s summer range of accessories and shoes are displayed on open shelving, accompanied by an exclusive piece of artwork – a collaboration between Pepe Jeans and the renowned artist Ian Berry.