LEE is one of the three classics of American cowboy culture. LEE has come a long way in establishing American cowboy culture. Through different stages of development, LEE has always maintained a posture that is both practical and fashionable. During the evolution of jeans from practicality to fashion, LEE plays an important role. Company founder H.D. LEE was originally a manufacturer of work clothes. In this century, he mainly supplied daily work clothes to farmers and workers in the Midwest and West of the United States. Some classics from that time are still popular today, such as the "BIB'N'BRACE" overalls with suspenders and the "UNION ALL" long-sleeved overalls that became the uniform of the US military in World War I. It was a pioneering work in 1910 that the company's products could become a national image.
Lee's other revolutionary initiative occurred in 1926, when LEE's first zipper jeans were born, which was the world's first zipper jeans. At this time, LEE's promotional slogan is "TAILORED SIZES", which is innovative and unique. After World War II, with the success of its Wild West jeans image, LEE spread to East Coast cities and spread across the country. The western image has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous LEE leather brand appeared. With the success of LEE RIDER in the market, LEE has become a registered classic product.
In 1975, in addition to the Western image, LEE injected a new marketing plan: the first plan to develop women's jeans. The launch of a series called "FIT FOR GIRLS" opened up a new side of the women's clothing market. Since 1986, LEE has developed different customer types in the entire denim industry market:
LEE BASIC-Five A series of jeans with classic styles and cuts of different fashion trends, as well as different styles such as casual pants and chinos (CHINOS)
ROUGH RIDER - traditional style, but with high quality and trendy cuts. The packaging method is a symbol of LEE's product guarantee and market position as an expert in jeans manufacturers.
LEE GIRLS - a women's clothing series tailored to fit the female figure, with a new and contemporary design.
Today, LEE's long history has made it a mainstream brand of American jeans. Its products still maintain a certain level and value from both a traditional and avant-garde perspective, and have become the code name for jeans that are both classic and fashionable. .
The corporate brand ranked 462nd in the 2006 "Top 500 World Brands" compiled by the World Brand Lab.
LEE jeans have a history of more than a hundred years since their birth. With its original and classic design, LEE jeans have become a classic and authoritative brand in the jeans world, and are known as one of the three major jeans brands in the world for their simplicity. The pure style has attracted the attention of fashion-conscious men around the world, and represents the European fashion trend of men's clothing brands.
LEE's autumn and winter fashion conference broke the traditional format of models walking on the T-stage to show the latest clothing to guests. Showing the "backstage" and matching it with special scenes, the media and fashion matching experts present will choose from many autumn and winter clothes. The creative team of Beijing BED TAPAS & BAR, VF Group unexpectedly chose this young girl The well-known place is located in the old Drum Tower area of ??old Beijing. The layout of the site, ancient courtyards, old wooden beams, deck chairs, and ancient beds all tell the world about the long history here and the traditional culture of the ancient capital, and LEE amp ; Wrangler's own cultural heritage echoes each other, and the combination is just right.
The unique U-shaped crotch is more comfortable.
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LEE Sicily
[Edit this paragraph]LEE - Brand Strategy
LEE
In 1950, the sales of Levis, the largest denim brand in the United States, were US$2 million. By 1975, sales had reached US$1 billion. Huge profits have attracted many competitors. In the fierce market competition, Lee's brand jeans stand out and become the second largest brand of denim clothing in the United States. They are also favored by women in the market and are unrivaled. In the United States, when female consumers were asked what brand of denim they would buy next, 40% of women would say Lee`s. By 1992, when the denim clothing market was weak and sales dropped by 2%, Lee's company increased by 38.4% over the previous year, and its market share increased by 7.6%. During the same period, the company's largest competitor Levi's market share The share dropped by 17 percentage points. By August 1992, Lee's denim market share reached 20%. More importantly, the leaders of Lee’s company found that Lee’s consumers have great brand loyalty. They predict that these consumers will continue to wear Lee’s brand jeans even if they grow old in the future.
"The most personal jeans" is Lee%'s classic advertising copy. The word "sticker" vividly expresses the unique characteristics of Lee's.
Curve denim: "close" to the target market
In the United States, the target consumer group of Levis, the largest denim brand, is men. For a hundred years since its inception, jeans have been recognized as men's clothing, so the women's market has been greatly ignored. Lee’s, which is nearly 40 years behind it, can quickly become the second brand. One of the keys to success is correct positioning. Lee’s captures the main body of the female market—qualitative research on women aged 25 to 44 shows that denim is a testimony of their youth, and “fitting” is what they care about most. What most women need is jeans that fit well around the waist and hips and allow for free movement. According to estimates, they have to try on an average of 16 pairs of jeans to find one they like. Therefore, Lee’s is smartly positioned here. In terms of design, the traditional straight-line cutting is changed to highlight the female figure and lines, and a five-pocket jacket is specially developed for these women. Its representative product is the "Relaxed Rider" brand. Curved denim caters to women’s aesthetic psychology. This innovation can be said to be a revolution in the clothing industry, and this creativity also laid the foundation for the success of Lee’s.