Lee Jeans USA - Any Time Dress

Lee Jeans USA 

Lee's brand collaboration with Brooklyn Circus, among others, aims to help the brand valve into new consumer groups and solidify its place in the contemporary consumer ecosystem. — Lee

Why it matters name recognition isn't enough to contend in moment’s presto- moving vesture frugality — youthful consumers are looking to connect with brands that tell a story and align with their values.

In an period of increased casualization, the denim frugality is growing fast According to Allied Market Research, the global jeans request size was worth$56.2 billion in 2020, and is projected to reach$88.1 billion by 2030.
Against that background, Lee is tapping into niche collaborations and quaint appeal to snare Gen Z attention and denim request share from other heritage markers, presto- fashion retailers, and upstart brands.
In business since 1889, Lee has come a long way from producing reliable dungarees and jackets to workers on roads and in mines. In themid-20th century, the brand helped elevate blue jeans as a hallmark of youth culture, as denim ultimately integrated into the everyday wardrobes of global consumers of all periods.

Lee is now possessed by Greensboro, North Carolina- grounded Kontoor Brands( KTB), a intimately traded global vesture company that also owns fellow heritage denim brand Wrangler.

According to Jane Hali

 CEO of retail exploration establishment Jane Hali Associates, Wrangler makes up 64 of the business and Lee 26.

“ The challenge for us has really been reframing the supereminent brand( Lee) through a ultramodern, more ultra expensive lens and reaching that new youngish consumer, ” Chris Waldeck, EVP,Co-COO. To do so, the brand has targeted Gen Z consumers on multiple fronts including capsule collaborations with indie contrivers, and an Library collection inspired by quaint styles.

Kontoor remains a crucial player in the denim request, according to Allied Market Research, though it faces boosted competition from upstart brands and other heritage markers looking to resuscitate for the coming generation. still, “ Both Wrangler and Lee are gaining instigation as the brands evolve and feed to consumer interest, ” Hali said.

Balancing old and new ‘ When we suppose about the youngish consumer moment, what they are looking for is the story behind the product we've the unique occasion to tell some veritably rich stories ’
 still, not every generation of teens and youthful grown-ups approach shopping for jeans in the same way.

Some, similar as its sustainable collection with fast- fashion mammoth H&M, are largely a profit play, with a larger scale and reach. 

One particularly meaningful illustration of brand community is the cooperation with Coca- Cola, released to the Asia- Pacific request. Lee had historically handed the uniforms for Coke delivery motorists and was suitable to tap into its libraries to find correspondence and design alleviation dating back to the first half of the 20th century.

A collaboration with developer Ouigi Theodore and his luxury life shop Brooklyn Circus, on the other hand, was each about brand structure.

 

The value of quaint

While Lee isn't yet situating resale as a major profit channel, the brand is acutely apprehensive of the power of the secondary request. rather, Waldeck said, “ it's an occasion for us to tell stories about libraries. ”

Gen Z’s love of secondary fashion is well proved, particularly their taste for stretch( or stretch- inspired) denim. For heritage markers like Lee, this turns the providence store or digital resale platform into a form of free advertising, where youthful consumers can discover and make an affinity for the brand.

To capture this interest in quaint denim wetlands and outlines, Lee launched the Lee Libraries, a capsule of classic, authenticated pieces from the 1960s and 1970s available simply on the brand’s point.

While the multifariousness is small and the price point advanced than average for new Lee particulars, the Libraries helps make credibility among a demographic that's well- clued in quaint style. 

“ It’s harvesting that authenticity from our libraries, but at the same time making sure we ’re taking those heritage designs and outlines and giving them some new fashion-forward look and feel, ” said Waldeck. At the same time, the brand is prioritizing accoutrements invention to achieve not only sustainability but better performing jeans.