VF Corporation: Cut To Be Noticed campaign
Mariko FujinakaOVERVIEW
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 in the increasingly cutthroat denim market to become relevant to a younger, hipper consumer group. Lee brand jeans had long been the favorite among female adults, and the company's marketing campaigns revolved around the message that Lee jeans were comfortable and fit well. In the 1990s, however, competition in the jeans market grew, and comfort was no longer...