Lee Brand analyses presentationPresentation Transcript
Founding History Lee Mercantile Company was founded by Henry David Lee in 1889, when Lee opened his first garment factory in Salina, Kansas, producing dungarees and jackets .
Short brief of Company Profile Founded by Henry David lee in 1889 Headquarters in Kansas city, Kansas, USA Brand Name: Lee Jeans Product Type or Description: One True Fit Category for this Entry: Apparel and Accessories Campaign Title: “Find Your One True Fit” Agency: Fallon Worldwide Client: Lee Jeans www.lee.com
Company Overview LEE, like art...is innovative, provocative and cutting edge which is reflected in our unique fits and washes. Lee has huge authentic heritage, dating as far back as 1800's giving the brand a level of credibility!Lee is the second leading denim brand internationally and has now opened it's first South African Concept Store @ Gateway Theatre of shopping. Showcasing the hottest cuts made and imported from Europe, the Philippines and Australia as well as the best of Lee's local ranges
MarketingChallenge In 1949, Lee introduced the first women's jean, the "Lady Lee Riders”. In 1983, Lee was the first brand to offer women multiple fits. In 2003, Lee was attributed by a 24-year-old woman as a brand responsible for "horrible decades of fashion”.
Market Strategy Lee Jeans this fall plans to expand its reach among young women with One True Fit, a new style and fit concept based on its popular five-pocket jean. The introduction is part of a strategy to freshen the brand that also includes a push targeting male teens and young boys. Advertise by TV , print, POP, a new script icon and packaging, and online efforts
The Brand That Is Fit Lee Jeans had a reputation for being strong & fit. It was unbelievably strong, according to Ripley's, are you "Believe It or Not"
Target Markets North America Australia Philippines Southeast Asia East Europe Hong Kong Japan & Korea West Europe China
Core Values Core Values are at the heart of Lee One True Fit is aimed strong
Main power of Lee jeans
Campaign Objectives Gain retailer confidence in the One True Fit launch by achieving a strong product sell-in. Build awareness of One True Fit and increase target's purchase consideration. Improve key fashion and brand imagery measures. Achieve and exceed sales goals measures.
Advertising TV print POP Packaging script icon • Direct Mail • Public Relations • Sales Promotion • Interactive/Online
Ads for why we choice Lee
Lee Jeans - Related Companies Golden age group inc Rio jeans ltd Great beginnings maternity Aare denims & exports ltd Twig land fashions ltd Paradise fashion Magi jeans Slick fit
Difference between Lee vs. Levi’s First, the price: Lee jeans can usually be purchased for 1/3 less than Levi's. Second,the colors shades: The color of blue is different on Lee and Levi.
Since its inception in 1996, Lee National Denim Day® has adhered to a simple philosophy: ONE DAY, ONE CAUSE, ONE CURE®. In 14 years, that philosophy has become a mantra for millions and has made an impact Lee Jeans never dreamed possible.