CLIENT
Lee Jeans
Gordon Harton, Pres.
Kathy Collins, VP Mktg. Communications
Liz Cahill, Dir. of Advertising and PR
Shawn Travalent, Manager- Consumer Research
AGENCY
Sarah Pepin, Account Supervisor
Courtney Culligan, Copywriter
Rob White, Pres.
Bruce Bildsten, Creative Dir.
Adrian Ho, Planning Dir.
Chris Lawrence, Account Dir.
SUMMARY
For decades Lee enjoyed the position of category leader in women's denim. That changed in the mid-90's when several niche brands entered the women's market and collectively started a denim revolution. Younger consumers rejected older established brands like Lee, in favor of the more contemporary labels. The Lee brand was flagged for being unfashionable, uncool and on the way out. Reversing the slide would require a complete overhaul of the brand and products and the launch of the silver-bullet sub-brand, One True Fit. Results show significant gains in Lee's fashion imagery, coolness and purchase consideration. Sales also indicated Lee had finally established a strong foothold with young women.
