Lee Cooper is a 100-year-old UK-based apparel brand known for jeans. It entered the Indian market in 1994 through a joint venture with Future Group. Lee Cooper aims to be seen as a complete lifestyle brand in India and has three product lines targeted at different consumer segments. The company's latest collection, Red Diamond, is designed for trendy consumers. Lee Cooper positions itself as a brand for the working class youth and uses various marketing strategies like collaborations and events to promote the brand in India.

1. REPOSITIONING OF LEE COOPER Presented By: Ritesh Kumar Singh ISMC, NOIDA.

2. Lee Cooper Lee Cooper the UK-based apparel brand, Group Limited is a designer, distributor, and marketer of branded. jeans, clothing. 100-years old, it is the third leading brand of jeans in UK. headquarter in London. Company also deals in shoes and the eyewear and undergarments, bags, belts category. Lee Cooper have the presence in more than 70 countries worldwide.

3. Lee Cooper in India. Entered in the Indian market since 1994. Lee Cooper, the international brand brought to India by the Future Group. 50:50 joint venture between Lee Cooper International Limited & Future Group. Lee Cooper also wants to be seen as a complete lifestyle brand in India through product extensions: eyewear (including prescription optics), watches, fragrances, socks and accessories.

5. Segmentation Lee Cooper has three sharply-chiseled product lines targeted at different consumer segments:- Platinum. Red Diamond. Originals.

6. Lee Cooper launches Red Diamond This high fashion collection is a step up from the core Lee Cooper product lines from the earlier collections. Catering to the rebellious, irreverent, straight-talking generation, the collection is specially designed for the real trendy look. Announcing the launch of the new season, Mr. Ameet Panchal, CEO Lee Cooper (India) Pvt. Ltd said, “The inspiration for the SS08 Red Diamond line is beauty and the geek. This is the reason they get attracted to each other. A right combination of the inner self and the external beauty is what took inspiration from for our latest Red Diamond collection.”

7. Positioning “ Industry, Strength, Life, Work” Most of the brands follows American street culture i.e., rough and tough trend, but Lee Cooper positioned itself for working class youth. Music is the backbone of this culture. Industry, strength, life, work' is a theme that translates throughout the world. It is a coming together of work, late nights spent in back-street pubs, weekend gigs and then back to work on a Monday morning.

8. Marketing strategy Of Lee Cooper Lee Cooper has collaboration with a numbers of fashion designers, artists and celebrities. Supplying denim jackets and suits for over 1,200 members of the British Olympic and para-Olympic team for the opening ceremony of 2008 Beijing Olympics. French fashion designer, France’s leading interior and technical designer and former Olympic 100 meter gold medalist. Company also have a collaboration with Apple to produce the first ever “Beatles Denim Collection”,

9. Latest Venture in India Noida-based M&B Footwear India Pvt Ltd—which has a brand licensee agreement with London-based Lee Cooper International—has recently commissioned a new plant for manufacturing Lee Cooper and ID shoes at Badi, in Himachal Pradesh, at an investment of Rs 4 crore. Commercial production is expected to commence in the next 15 days to produce two lakh pairs of shoes per month at the new plant. At present, the company’s existing plant at Noida has the capacity to produce 55,000 pairs of shoes per month. “ So far, Lee Cooper has been growing at the rate of 25 per cent in India and by setting up our second facility in Badi, we hope to spur the growth rate even further.” As part of the distribution strategy, the number of retailers will go up from 430 to 550 and distributors from 16 to 19 within a year.

10. Promotional Activities Conventional advertising ,PR and word-of mouth to create buzz. Company also uses Covert ads i.e. advertising through movies. Its website, use of new media is limited. “SMS, texting, paying for banners are the new form which company is started applying on high scale. Companies items are available in Lee Cooper Exclusives, Central, Ebony, Globus, Pantaloons, Pyramid, Lifestyle and other multi branded outlets.

11. Lee cooper with Mtv for fashion shows.

12. Print media The images have been devised to represent Lee Cooper's full product offering. The stylish images shot, by Michael Dwornik, aim to not only inspire and capture their loyal consumer base but also tap into the younger market of brand aware consumers. The campaign shifts Lee Cooper beyond its traditional status of mainstream denim manufacturers and encapsulates a wider variety of fashion styles including women's and men's jeans.

13. Market share & Competitors international branded jeans in India is around Rs 500 crore (Rs 5,000 million. Lee Cooper has around 20 per cent of the market share. Besides Lee Cooper, Levi's, Lee, Jordache, Pepe, Flying Machine, Texwood, Claws, Numero Uno, Gap all competing for a slice of the pie, in the market.

15. Lee Cooper Ad Exec Arrested For Poster in India It was in limelight because of a billboard that featured a model with her Lee Cooper denim's pulled down to waist level. The Indian-based brand manager was thrown in jail because of a few people's objection to the ads and is now currently out on bail and awaiting response from a court

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