Lee Apparel Company: The Brand That Fits campaign

Barbra Brady

The beginning of the 1990s was a watershed period in the blue jeans industry. Jeans makers were coming out of an industrywide downturn in the 1980s with rejuvenated sales and a robust arena of competitors.

Lee Apparel Company: The Brand That Fits campaign

Barbra Brady

Overview

The beginning of the 1990s was a watershed period in the blue jeans industry. Jeans makers were coming out of an industrywide downturn in the 1980s with rejuvenated sales and a robust arena of competitors. In an effort to make up for lackluster sales in the '80s, jeans makers were compelled to make a comeback and win the attention of retailers and consumers. This made for lively competition on the advertising front, with jeans-making pioneers such as VF Corporation's Lee Jeans and Levi Strauss & Co. trying to distinguish...

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