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Case Study

Lee was at the top of its game in China in the 90s but focused on retail expansion rather than marketing.

Case Study

Lee Jeans, a denim brand with a dusty image and declining awareness and that's been de-positioned for decades by countless other, far more hip, up-and-coming labels.

Case Study

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.

Case Study

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.

Case Study

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.

Case Study

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study explains that due to the events on September 11th the majority of advertising for the autumn of 2001 had to be withdrawn due to its content (it featured the brand’s icon character surviving explosions).

Case Study

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 integrated communication plan to solve their key business issue to get consumers to want the brand so much they would seek it out in stores they had routinely abandoned.

Case Study

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.