2. The Brand
- History
- Product range
- Menswear range
Competitive Market survey
-Levis
-Jack and Jones
-Wrangler
Trend forecasting SS14
-Denim
-Shirts
-Bottoms
Theme – “VINTAGE MONOTONY”
Range developments
3. OBJECTIVE:
To study the Brand , analyze market,
spot the up coming trend and then
develop a range for SS/14 Menswear
4. ABOUT THE BRAND
American brand for Denim Jeans
Founded by Henry David Lee in 1889
Brand is owned by VF Corporation
Headquarters in Kansas city, Kansas, USA
Categories: Apparel and Accessories
Tagline: Find your perfect fit
Core values : Fit and strength
5. Brand History
1889:Founded by Henry David Lee as work wear
1911:Started garment factory to produce overall
dungarees.
1919:Lee launched “Buddy Lee", first consumer
promotion campaign.
1926:Zipper fly were introduced known as “Lee
whizits”
1943:Lee changed its official name to “H.D.Lee
company inc.”
6. 1949:Lee introduced Lady lee riders for women, designed to fit
better than standard men’s jeans
1959:Birth of biker cult, transformation of denim from work to pop culture.
1982:Stone washed jeans was introduced followed by acid wash
1964:Stretch pants for work and play
1992:Lee basics were launched in order to appeal younger consumers
1995:Launched in India.
