K - L: Lee Dungarees, Lee Jeans

 

The Lee Apparel Company, a division of VF Corporation, piloted an image-altering advertising campaign that began in the autumn of 1995 and continued through 1997. Lee hoped to update its brand image i ...

In 2003, Lee Jeans, a division of VF Corporation, was a 114-year-old company whose brand of women's jeans, Lady Lee Riders, had been a staple of closets for more than 50 years. But Lee was lo ...

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. ...

This study explains that due to the events on September 11th the majority of advertising for the autumn of 2001 had to be withdrawn due to its content (it featured the brand’s icon character surviving ...

Faced with the realisation that growing share in the category would eventually mean nothing if the main distribution channel continued to suffer, Lee Dungarees turned to an innovative, fully integrate ...

The Lee brand was in serious trouble in 1997. Lee had been nearly abandoned by the younger jeans wearer, the life blood of the business. After the campaign Lee grew its share impressively while nich ...