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L MNS
The document discusses developing a menswear range for an American denim brand for Spring/Summer 2014. It provides background on the brand's history and current product ranges. It then analyzes competitors in the market and identifies trends in denim, shirts, and bottoms for the upcoming season. The trends include colored bottoms, graphic chest prints on shirts influenced by music, and a monochrome graphic direction. Based on this analysis, the proposed theme for the brand's 2014 range is "Vintage Monotony" and will focus on developing the range.
L MNS
- 1. BY SHIPRA KAUSHAMBI NIFT ,BANGALORE
- 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 theBrand , analyze market, spot the up coming trend and then develop a range for SS/14 Menswear
- 4. ABOUT THE BRAND Americanbrand 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 byHenry 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 Ladylee 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.
- 9. DENIMS SIZE: 28”-42” PRICE RANGE:Rs1799-3499
- 10. SHIRTS FIT: Slim Sizes: S,M, L, XL, XXL, XXXL Price range: Rs 1199 –2199 Window pane checks, Gingham checks, Stripes, Solid colors T-SHIRTS FIT: Regular , Slim Sizes: S, M, L, XL, XXL, XXXL Price range: Rs 599 - 1499
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- 13. FITS (DENIM) Skinny straightStraight Regular taper Skinny
- 14. Original Regular straight Sizes:28 ,30 ,32, 34, 36, 38, 40 Price range: Rs 2599- 5699
- 15. SHIRTS FITS: SLIM, REGULAR SIZE:S, M, L, XL, XXL, XXL PRICE RANGE: Rs 1499- 2499 CHECKS, STRIPES, SOLID POLO SHIRTS SIZE: S, M, L, XL, XXL PRICE RANGE: 1299-1399 BOLD AND VERY THIN STRIPES T SHIRTS SIZE: S, M, L, XL, XXL PRICE RANGE:Rs 900-1500
- 16. SHIRTS FITS: SLIM, REGULAR SIZE:S, M, L, XL, XXL PREMIUM (Formal) PRICE RANGE: Rs 2195 – 4500 VINTAGE (Casual) PRICE RANGE: Rs 1695-2500 ORIGINAL (Semi casual) PRICE RANGE: FABRIC: Cotton, Linen, Lycra STYLE: Contrast collar/ placket/ cuff/ yoke, Patch pocket with flap, Shoulder flap TECHNIQUE: Pigment print, Flock print , Ombre dying COLOR: Maroon, White, Hues of blue, Brown, Olive, Camouflage, Grey
- 17. DENIMS SIZE: 28” –42” PREMIUM: 3945- 6495 VINTAGE: Rs 2195- 6945 ORIGINAL: Rs FABRIC: Cotton, Lycra, Elastane STYLE: Colored denim, Ripped and Overlocked, Suspenders, Slim-fit, Straight & Boot-cut TECHNIQUES: Patchwork, Ripped, Dip-dye, Acid wash, Bleached denim COLORS: Black , Maroon, Orange, Ochre, Dusk blue, Olive, Red
- 18. T-SHIRT SIZE: S, M,L, XL, XXL FABRIC: Cotton, Linen, Lycra STYLE: Contrast Patch pocket/ collar/ placket/ sleeve, Stripped, Ribbed neckline, Unfinished edge TECHNIQUE: Flock prints, Color blocking, Dip-dye, Patchwork COLOR: White, Black, Grey, Shades of blue SHORTS FABRIC: Cotton, Lycra, Elastane STYLE: High waisted, Double waistband, Drawstring, Fabric belt, Cargo style Bermudas TECHNIQUES: Checks, Printed, Garment dying, Dip-dye, Digital print COLOR: Blue, Khaki, Olive, White
- 19. SHIRTS FITS: REGULAR, SLIM SIZE:S, M, L, XL, XXL PRICE RANGE: Rs 1096-1695 PLAID , WINDOWPANE CHECKS , FEW SOLIDS AND STRIPES HUES OF BLUE, MAROON, PEACH POLO TSHIRTS SIZE: S, M, L, XL, XXL PRICE RANGE: Rs 1195- 1395 BOLD STRIPES, SOLID COLOR CHEST PANEL AND STRIPES T-SHIRTS SIZE: S, M, L, XL, XXL PRICE RANGE: Rs 1096- 1695 CHEST PRINTS
- 20. DENIMS SIZE: 28 –40 PRICE RANGE:Rs 1499-3395 SLIM REGULAR RELAXED LOOSE
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- 22. COLORED BOTTOMS SOLID COLOR SHIRTS CHESTPRINTS (MUSIC)
- 23. TREND FORECASTING SS/14 D1: Iam a Photographer
- 28. GRAPHIC DIRECTION Shinny/Glossy Polaroid Geometric Layered Images Monochromewith pop up colors Black & White Photography
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Editor's Notes
- #6 Headquarters in Kansas city, Kansas , USACategories : Apparel and AccessoriesCampaign Title : Find your perfect fitCore values: Fit and Strong