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  • 1. JUNIOR DENIM CLIENT™ JONES APPAREL GROUP
  • 2. LEI JEANS OVERVIEW LEI, a junior denim brand owned by Jones Apparel Group, was at one time famous for it’s awesome fits. LEI has lost its leadership position. “How can we regain it’s popularity?” Jones asked. We were hired to re-imagine and redesign the entire brand. Based on Girlapproved standards, LEI wasn’t the only junior brand with issues, the entire category had lost their values, independence and spunk. Our alignment of LEI with the wholesome, cheeky spirit of America brought explosive growth. LEI’s healthy and innocent attitude stood out amongst the oversexualized state of denim. This not only attracted girls, but also the retailers. LEI won over Walmart, and now is their exclusive junior denim brand.
  • 3. GIRLAPPROVED DELIVERABLES GA SERVICES SUMMARY JONES APPAREL EXECUTIVE TEAM NEEDS RESEARCH OPPORTUNITY IDENTIFICATION BRAND TEAM BRAND POSITIONING LICENSING PARTNERS BRAND STRATEGY IDENTITY DESIGN DELIVERED DISTRIBUTED EXPLOSIVE GROWTH AD AGENCY JUNIOR DENIM BLUEPRINT PACKAGING DESIGN BRANDED FASHION DESIGN DIGITAL AGENCY COMMUINCATIONS STRATEGY ACTIVATION STRATEGY PR FIRM PROMOTIONS IN-STORE DESIGN RETAILERS GIRLAPPROVED JUNIOR DENIM
  • 4. LEI JEANS RESULTSECONOMIC UTILITY CHART WALMART EXTENDS LEI BEYOND DENIM CREATES FOOTWEAR, JEWELRY, SPORTSWEAR 2003 JONES BUYS LEI FOR $385 MILLION DOLLARS $32 MILLION IN ADDITIONAL REVENUES GROWTH INCREASE IN THE FIRST QUARTER LEI IS ENDORSED BY TAYLOR SWIFT WHOLESOME IMAGE A WIN FOR TEEN GIRLS SALES DROP BY $170 MILLION FROM $248 MILLION TO $70 MILLION SPRING 2008 WALMART AWARDS LEI AS EXCLUSIVE JUNIOR DENIM CLEAN AND WHOLESOME IMAGE ALIGNS WITH WALMART’S VALUES GROWTH FALL 2007 LEI LAUNCHES REBRANDING MONEY GIRLAPPROVED JUNIOR DENIM
  • 5. J U NI OR DE NI MEXPLOSIVE G U Y ’S H A I R P O R T U N I T Y OP GIRLAPPROVED JUNIOR DENIM
  • 6. OPPORTUNITY SPACEBODY LANGUAGE SLUTTY + WEAK FEMININE + STRONG GIRLAPPROVED JUNIOR DENIM
  • 7. OPPORTUNITY SPACEBODY LANGUAGE EXPLOSIVE The denim industry is filled with oversexualized ads that do not align with the modern image of the proud and independent female. Girls are craving for ads with body language that conveys both feminity and strength. SLUTTY + WEAK FEMININE + STRONG GIRLAPPROVED JUNIOR DENIM
  • 8. OPPORTUNITY SPACEATTITUDE + PERSONALITY FAKE FIERCE REAL + SASSY FAKE BLISS GIRLAPPROVED JUNIOR DENIM
  • 9. OPPORTUNITY SPACEATTITUDE + PERSONALITY EXPLOSIVE Both fake fierce and fake bliss are inauthentic. No Post88 wants to be either of these girls. American girls are known for their spunk and independence. Portraying this girl in the junior denim industry will unlock explosive growth. FAKE FIERCE REAL + SASSY FAKE BLISS GIRLAPPROVED JUNIOR DENIM
  • 10. OPPORTUNITY SPACEJUNIOR DENIM BRANDS GENERIC COMMODITY DENIM AUTHORITY GIRLAPPROVED JUNIOR DENIM
  • 11. OPPORTUNITY SPACEJUNIOR DENIM BRANDS EXPLOSIVE Currently, junior denim is a commodity. All brands follow the same prototype. They think that by following what’s “in”, they’ll win the girl. But females want a brand with expert knowledge: proud brands that lead with quality and standards. GENERIC COMMODITY DENIM AUTHORITY GIRLAPPROVED JUNIOR DENIM
  • 12. EXPLOSIVE OPPORTUNITYInvent a junior denim authority that rekindles its American roots.SUPPORTING OPPORTUNITIESCreate an female image that embodies the spunk + wit of the American girl.Provide authority, craftsmanship, quality, and reliability to the denim industry.Lead girls through their adolescent years with a powerful voice, not trends. GIRLAPPROVED JUNIOR DENIM
  • 13. BRAND POSITIONINGA denim authority that is as sassy, independent, and fun as the American girl.BRAND PROMISEReturn to American ideals, both in denim craftsmanship + brand personality.MARKETAmerican girls from 13-18. GIRLAPPROVED JUNIOR DENIM
  • 14. DENIM OPPORTUNITYThe Post88 American girl believes in the history and foundations of hercountry. Nothing captures America like a great pair of jeans. Unfortunatelythe denim industry has lost touch with its roots. The image of the proud, hardworking, free, forward thinking, fun-loving American is now missing fromdenim. The denim brand that rekindles it’s American heritage will also rekindleits loyalty and growth. GIRLAPPROVED JUNIOR DENIM
  • 15. LE I JE A NS FINAL DESIGN GIRLAPPROVED JUNIOR DENIM
  • 16. INTRODUCINGTHE NEW LEILEI says “NO!” to prevailing denim normsand returns to the true American roots ofthe denim industry. From its visualidentity, wit, and craftsmanship, LEI isUSA all the way! LEI brings to life theintelligent, independent, cheeky spiritthat makes the USA (and its girls) soappealing and original. GIRLAPPROVED JUNIOR DENIM
  • 17. THE LEI LOGOTo symbolize LEI’s complete rejection ofthe current denim values - we took the“i” in LEI turned it upside down andconverted it into an exclaimation point.The new LEI is a brand that is ready toflip the state of the industry on its head(of course always with a smile and wink) GIRLAPPROVED JUNIOR DENIM
  • 18. THE LEI ICONLike the American girls that she wasmodelled after, the LEI brand characterexpresses an attidude that is teasinglyrebellious. By sticking out her tongue,she playfully declares her independence. GIRLAPPROVED JUNIOR DENIM
  • 19. TEDDYTeddy is the brand mascot for LEI. Wewanted an character that represented trueAmerican spirit. Japan has “Hello Kitty”, soAmerica needs its own national iconiccounterpart. The teddy bear has a historicrelationship with our President TeddyRoosevelt, whose love for animals saved abear from death. We borrowed elementslike his glasses, and his chubby frame tocreate an all-American, truly lovable icon. GIRLAPPROVED JUNIOR DENIM
  • 20. THE LITTLE SISTERThe “Little Sister” is a sub-line. Werecognized that every girl goes throughawkward years where’re not quite kids,but not teenagers either. This lineaddresses some of the physiologicallyawkward issues that girl’s face. ( “I’m tallenough for juniors but i have no hips” “Idon’t really need a bra, but i don’t wantmy nippples to show). GIRLAPPROVED JUNIOR DENIM
  • 21. GIRLAPPROVED JUNIOR DENIM
  • 22. ON JEAN BRANDING : STITCHES + BUTTONS + RIVETS GIRLAPPROVED JUNIOR DENIM
  • 23. ON JEAN BRANDING : LABELS GIRLAPPROVED JUNIOR DENIM
  • 24. BOOTCUT BOOTC LONGER UT G LONG #1 PHUG ST YLE HI TT your BU HIPHUGGER STYLE#1 your BUTT BOOTCUT LONG HIPHUGGER STYLE#1ON JEAN BRANDING : LABELS GIRLAPPROVED JUNIOR DENIM
  • 25. yourPROMOTIONAL BUTTONS + FLAG GIRLAPPROVED JUNIOR DENIM
  • 26. F LARE LO WRISE A play off of old postage this branding treatment works on everythingBRANDING INK STAMPS + SAMPLE APPLICATION GIRLAPPROVED JUNIOR DENIM
  • 27. a distressed flag speaks to american nostalgia girls feelBRANDING FLAGS + SAMPLE APPLICATION GIRLAPPROVED JUNIOR DENIM
  • 28. BRANDING PATCHES + SAMPLE APPLICATION GIRLAPPROVED JUNIOR DENIM
  • 29. EL IT LE! DECLARES TS L AB INDEPENDENCE T BU NE LL R O E F 2007 A E ND D W U IT E U N US GA UN G 21 IRLITED st A ce PP STA RE as ntu ROV TE AL seen ry ED S d GI by eni RL m SCOMMUNICATIONS : AMERICAN ADS GIRLAPPROVED JUNIOR DENIM
  • 30. NO B EHIN LEFT D BEHI ND pledging to SERVING turn heads AMERICAN GIRLSCOMMUNICATIONS : AMERICAN ADS GIRLAPPROVED JUNIOR DENIM
  • 31. LE I JE A NS FINAL BRAND GIRLAPPROVED JUNIOR DENIM
  • 32. CORPORATE WEBSITE GIRLAPPROVED JUNIOR DENIM
  • 33. GA GIRLS AT LEI’S LAUNCH PARTY! GIRLAPPROVED JUNIOR DENIM
  • 34. COMMUNICATIONS : AMERICAN ADS GIRLAPPROVED JUNIOR DENIM
  • 35. COMMUNICATIONS : AMERICAN ADS GIRLAPPROVED JUNIOR DENIM
  • 36. COMMUNICATIONS : PHOTOGRAPHY PROTOTYPE GIRLAPPROVED JUNIOR DENIM
  • 37. COMMUNICATIONS : PRINT ADS GIRLAPPROVED JUNIOR DENIM
  • 38. “ TAYLOR SWIFT PERFECTLY EXEMPLIFIES THE SPIRIT OF L.E.I. TAYLOR HAS THE AUTHENTICITY, SPIRIT, WIT AND INTELLIGENCE OF THE MODERN AMERICAN “ GIRL. JACK GROSS GROUP CHIEF EXECUTIVE OFFICER JONES APPAREL GROUPTAYLOR SWIFT SIGNS TO LEI GIRLAPPROVED JUNIOR DENIM
  • 39. TAYLOR SWIFT SIGNS TO LEI GIRLAPPROVED JUNIOR DENIM
  • 40. 2009 WEBSITE GIRLAPPROVED JUNIOR DENIM
  • 41. 2011 WEBSITE GIRLAPPROVED JUNIOR DENIM
  • 42. 2011 CAMPAIGN GIRLAPPROVED JUNIOR DENIM
  • 43. ™ THIS IS A GIRLAPPROVED ORIGINAL INVENTION GIRLAPPROVED 40 PRINCE ST. 4D© GIRLAPPROVED 2010 NEW YORK, NY 10012ALL TEXT, DOCUMENTS, IMAGES, PATTERNS AND MOVIES CONTAINED HEREIN 212.334.3477ARE THE PROPERTY OF GIRLAPPROVED AND MAY NOT BE SHARED, USED, RE- CONTACT@GIRLAPPROVED.USPRINED OR DISSEMINATED WITHOUT PERMISSION FROM GIRLAPPROVED. GIRLAPPROVED.US

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