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Lee Jeans - A case study
Transcript of Lee Jeans - A case study
By James C, Gerard, James W, Cem, James P.
Symbolic Branding, its link to postmodernism, functions and strategies
- Can also be seen in terms of high involvement brands
- Heavily intertwined with postmodernism
- Functions of symbolic branding operate in two directions:
1) Social symbolism
2) Self symbolism
Gender Identity & Brand as a Friend
- A brand responsible for horrible fashion
- Overlooked under 30's market
- Targeted women between 22-28 years old
- Dedicated fashion shoppers
- Focus on feeling good rather than external looks of a female
- Came up with One True Fit Campaign
- Presented a sincere and reflective look into target market's world
- Focus on expressing happiness, dreads, etc.
- Woman are better able to integrate emotional factors into their decision-making processes and take a broader rational view of life (Evans et al., 2000)
Building a brand in mindspace
- An introduction to Lee Jeans
- Symbolic Branding - Its link to postmodernism, functions and strategies
- Building a brand in mindspace
- Gender Identity and Brand as a Friend
- Postmodernism and individualism
- Repositioning the brand
Lee Jeans - One True Fit
Postmodernism and individualism
Maslow's Hierarchy of Needs
- One True Fit:
In 2003 One True Fit was Lee Jean’s new line of female Jeans, it had a unique design created to flatter the figure of today’s young and modern woman.
- Purpose and Challenge:
Strengthen its connection with younger contemporary female consumers who were feeling ignored.
Shake off young women’s perception that the brand was unfashionable
Identify an effective media that can educate the target market about One True Fit and why it is so special.
- Within the USA, Lee Jeans spends more than $40 million per year on advertising.
- Past Advertising success:
A guerrilla marketing campaign that consisted of viral adverts
Highlighting the products functional worth as being indestructible, whilst the iconic mascot made them desirable.
- This time was different however.
- Lee wanted to target there excellent new product line to the young adult female market.
- So they changed the benefit :
'From sturdiness – to sexiness'
- The Adverts consisted of:
+ Contemporary music
+ Attractive - happy girls
- The Tag line is Find your.. followed by a different aspirational trait
- Finishing with Find Your One true Fit.
- Aired on ABC, CBS, NBC, Fox, MTV, and E! Entertainment Television.
- The "Find Your One True Fit" campaign was well received
- Lee reported a 20 percent overall sales increase compared with the same period in 2002.
- Consumers' positive perception of the brand jumped from 25 percent prior to the campaign to 47 percent after it had begun.
- In 2003 Marie Claire named One True Fit an "Editor's Pick," and in 2004 Health Magazine named the brand "Dream Jeans." In 2005 the campaign won a Silver EFFIE
- Changing the identity of the brand in the minds of stakeholders and competitors.
- Aaker (1996) describes The Brand Position as: the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands
- Brand-as-a-friend Symbolic Brand Strategy where the jeans were experiencing the life ‘firsts’ with the wearer and helping her find internally driven sense of self-worth.
Repositioning continued: Target Markets and Sacrifice Groups
+ Target market: multiple jean fits for the female segment
+ Actual market: brand loyal women predominantly over 30 year olds
+Sacrifice group: Trendy, external image conscious 22-28 year olds
+ Target market: women aged 22-28 – “who ultimately, are the next generation of jean users”.
+ Sacrifice group: Loyal women over 30 as the jeans were designed for 22-28 fashion conscious women.
Repositioning: How did they do it?
- ‘The brand that fits’ to ‘One True Fit’
- Women aged 22-28 considered dedicated fashion shoppers. Would pay a price and shop the most.
- Fashion was an integral part of self-expression, life priorities shifting.
- First time situations.
- Focus on internally-driven sense of self-worth.
- Feeling good on the inside more important.
Repositioning: How did they do it?
- Strategy played on what was right for their current life theme.
- All-woman team focused on happiness and dreads, disturbances and merriment's, flaws and securities.
‘searching’ featured in the campaign.
- Brand of jeans that fit the young female and her outlook on life.
- Not to be confused with Lee Cooper!
- Leading international retailer
- Headquarters in Kansas
- Founded in 1869, acquired in 1969
- 0.3% brand share in the US Apparel market as of 2013
- DID YOU KNOW: Lee Jeans introduced the zipper fly
Symbolic Branding continued
Strategies for symbolic branding can be divided into three areas:
1. Strategies based on personal meaning
+ Brands and romance
+ Instant heritage
+ Experience Brand
2. Strategies based on social differentiation:
+ Cool and cultural capital
+ Gender identity
3. Strategies based on social integration:
+ Brand community
+ Brand mythologies
Thank you for listening!
- Lee utilised gender identity & brand as a friend
- Lee realised that the market was changing, views were changing and women were changing
- Lee changed their advertising to target a younger audience who were concerned with fashion rather function, culminating with Find Your One True Fit
- Lee Jeans differentiated from the competition by focusing on an internally driven sense of self-worth rather than purely external-driven