Lee Reinforces Denim Leadership with Innovative Brand Platform
Lee, the renowned American denim brand established in 1889, is revitalizing its market presence with the launch of its new brand platform, “Built Like Lee.” This initiative is not only a tribute to the brand’s rich heritage but also a strategic move to connect with younger audiences.
Overview of the “Built Like Lee” Campaign
The “Built Like Lee” platform features a 30-second advertisement showcasing a diverse group of individuals donning iconic Lee pieces, such as the Lee Rider jacket and 101 jeans. The campaign aims to highlight both the craftsmanship that made Lee a household name and the stories of those who wear its apparel.
Key Features of the Brand Strategy
- Heritage and Modern Connection: Celebrating its legacy, Lee emphasizes its role in shaping contemporary culture while appealing to a new generation of consumers.
- Multimedia Approach: The campaign employs connected TV, social media, in-store promotions, and influencer partnerships, marking its first collaboration with creative agency Yard.
- Cultural Resonance: CEO Ruth Bernstein notes the importance of aligning the brand’s historical narrative with current societal values, inviting today’s “builders” to see themselves in Lee’s story.
Research-Driven Insights
The campaign also stems from comprehensive consumer research that identified two core customer segments: loyal fans seeking comfort and authenticity and younger “trendy sophisticates” eager to express their style. This research was instrumental in shaping Lee’s future marketing strategies.
Expanding Reach Through Media and Events
Starting on September 15, the campaign has rolled out across platforms like Hulu, YouTube, and Spotify, with additional events in key fashion capitals including New York and Paris. The aim is to foster connections with influencers and consumers who resonate with the campaign’s ethos.
Conclusion
As Lee navigates a challenging retail landscape, the “Built Like Lee” initiative not only reinforces its longstanding commitment to quality but also positions the brand for future growth. By embracing its historical roots while adapting to modern consumer desires, Lee sets the stage for a revived denim legacy.
