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
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.