A WWD article for Thursday, February 9th titled, Pepsi Goes Beyond the Pop reports that the soda pop company is designing a brand new apparel line targeted for girls and boys between the ages of eight and 16. But, the licensee company that has designed the Pepsi Jeans line in Europe, is not stopping there: “A sportswear line for 18- to 24-year-olds is already in the works for the summer of 2007… “ Here’s what they have to offer, according to the article:
[Pepsi] unveiled the collection at the Porte de Versailles in Paris last weekend. Using Pepsi logos and advertisements from the Forties and Fifties, the collection hums with a heritage feel.
Granted, when I was in the fourth grade, I was obsessed with my Pepsi-logo-ed t-shirts, and my mom couldn't get me to change my shirt for weeks at a time...but the love affair didn’t go beyond that. I know, what is such a fashionable person doing wearing a corporate logo on her chest? Hey, I was in the fourth grade, I thought Pepsi was cool, and it was the early 90’s, those logos for companies were everywhere: Think the Camel Cigarette Camel; the Marlboro Man; and Newport Cigarette logos (coincidence that they were all cig companies??? I think not).
Pertaining to today's generation, I think it is risky for a company to try to branch out into the apparel arena when all they have produced are shirts and members only jackets in the 80s and 90s.
Okay, so Pepsi, Diet Pepsi, Coke and Diet Coke have had some cool commercials, targetting the 16-24 demographic, but beyond the pop, would these consumers really want to wear a Pepsi Logo Jean. I think not! There is too much competition with celebrity apparel and accessory lines.
According to the article, the pricing strategy is thus:
Manufactured in Mauritius, the new Pepsi jeans and cargo pants wholesale between 16 and 24 euros, or $19 and $29, and sturdy yet elegant parkas with sheepskin linings go for 33 euros to 50 euros, or $39 to $59 at wholesale. Valléau has plans to open a 750-square-foot Pepsi Jeans shop near the Les Halles district in central Paris in July. He said plans for six Pepsi Jeans stores in Dubai were also under way, and the first two openings are expected by September.
As stated above, the company has no plans to expand the line into the American apparel arena, which is already overloaded with apparel choices by celebrities, established sportswear companies, and high-end/luxury designers. Frankly, Pepsi is not a cool brand to wear on an American Teen's behind: They’re just too classy for that!
