Marketing Jeans to a New Target Market: Research and Campaign

1. Jacqueline Trouveroy
Sophia Reddi, Belle Chen

2. History of Lee
● Established in 1912 by Henry David Lee
● Lee recognized that many people in his area
needed durable work-wear
● Lee began selling jeans in his grocery store in
Kansas, becoming a household name in 1913
● Invented the zipper fly
● Brand known for workwear

3. First Target Market
Ads began targeting blue collar
workers
-people on construction sites
-advertised as the best quality work clothing

4. Previous Target Market
● Teenagers and young adults
● Sex is known to sell
○ Jeans have been sexualized, so they thought they would try
to go with the trend
○ Backfired-said ads were too sexually explicit and very close to
child pornography (2006)

5. Customer Insights
● Comfortable and inexpensive
● Ads aren’t memorable
● College professor
● 17 year old employee said his
parents bought for him

6. Target Market
Susan and Robert
● 40 year-old parents
● Moderate to high education
● 4 kids- 3 boys, 1 girl (all play soccer)
● JCPenney, Dunkin doughnuts, Walmart
● Drives Ford Explorer

7. “Family Genes”
Ad campaign targeting parents
who shop for themselves and their kids.
Each of our ads is going to come back to our “Family Genes” message

8. Allocations for Advertising Platforms

9. Magazine- Family Circle
- Parenting
challenges
- Fun suggestions for
family activities
- Healthy and
delicious
Print:
$196,200/ month
$2,354,400/ year

10. Radio Script “Family Genes”
Little brother: “Mom, I don’t want to wear his hand-me-
downs!”
Mom: “Honey, they’re still good jeans and they don’t fit
your brother anymore”
Little brother: “But they’re his jeans! I want my own”
Mom: “Families shares the same “genes”...”
Radio Announcer: “Pick up a pair of Lee Jeans that you
will share with your family for generations”
Radio:
$460/ month
$5,520/ year

11. Commercial Storyboard
● We want to create an emotional connection with the consumer
● Our commercial will associate a daughter’s emotional connection and
memories with her mother’s jeans
● We will play the song “My girl” by The Temptations or “Little Wonders” by Rob
Thomas or “What A Wonderful World” by Louis Armstrong

13. TV Shows
TV Ads:
$1,700,000/ month
$20,000,000/ year

14. Lee Mom
“You can tackle anything in
your Lee Jeans”
You can tackle anything in your Lee
Jeans
Billboards:
$83,400/ month
$1,000,000/ year

15. #FamilyGenes

16. Lee Dad
You can tackle anything in your Lee
Jeans

17. #FamilyGenes

18. “Family Genes Day”
● Viral event
● Instagram and Facebook promotion on November 26th 2017
● People post pictures doing family activities in their jeans and do
#FamilyGenesDay

19. Facebook
Family comes first! My mom always dressed me in Lee
Jeans so I love getting them for my kids!
#FamilyGenesDay
Mom posts picture
with her daughter in
her jeans with the
hashtag
#FamilyGenesDay
Susan Smith
Susan Smith

20. Instagram
Always matching! #FamilyGenesDay

21. Celebrate today with your family. #FamilyGenesDay

22. Thank you!