VF Corporation: Find Your One True Fit campaign
Rayna BaileyOVERVIEW
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 losing young women customers to trendier brands that were tailored and marketed directly to them. Lee's challenge was to shake off the perception of young women that the brand was unfashionable, uncool, and a style their mothers wore, not a pair of jeans a hip young woman would buy.
To change this perception and...