Euro role for Stevens as Pepe redesigns jeans PR

Pepe Jeans has promoted Neil Stevens to European PR manager, from his post as PR manager for the UK.

Pepe Jeans has promoted Neil Stevens to European PR manager, from

his post as PR manager for the UK.



Stevens replaces Hester Hettinga, who left the jeans company last year

to found her own consultancy. He will report to Pepe’s European

marketing director Vicki Reed, based in the company’s European

headquarters in Amsterdam. Reed joined Pepe last July after seven years

at Nike.



Stevens’ key role will be to act as primary spokesperson for Pepe

throughout Europe, through contact with trade and consumer press. He

will work closely with Pepe’s marketing team and retains responsibility

for PR in the UK.



Pepe holds fourth place in the UK jeans market, which is dominated by

the American brands Levi, Wrangler and Lee. It does not currently use PR

agencies in Europe, and has no plans to do so.



’Our objective is to become a stronger jeans brand. We want to unify the

image of Pepe across Europe, but we will use different strategies in

each country,’ said Reed.



Pepe’s strongest European market is in Spain, where it is the number two

behind Levi. The company pulled out of the US market in 1996, but plans

to re-enter it in the next year.



’It’s a very tough and competitive market, especially for a UK jeans

company,’ said Reed.



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