As Lee appears to be like to lift its profile, develop its digital revenues and develop its wholesale enterprise, the premium denim and attire model will roll out an promoting marketing campaign as we speak known as LeeOriginals.
Produced in collaboration with photographer Mark Seliger, the marketing campaign highlights individuals who create their very own path. The marketing campaign’s appears to be like had been curated by costume designer and stylist Arianne Phillips.
“This marketing campaign embraces optimism, authenticity and tenacity — traits which are inherent to the Lee model and shared with our shoppers,” mentioned Brigid Stevens, senior director of selling, Lee North America. “Originality has at all times pushed innovation and fueled creativity, and we’re thrilled to collaborate with Mark and Arianne. Their potential to seize and have fun the distinctive character and persona of every forged member displays what has at all times made Lee authentic…the tales behind those that put on them.”
The forged consists of Levi Dylan, mannequin and actor; Quannah Chasinghorse, mannequin; Haden McKenna, skateboarder; Kenya Kinski-Jones, local weather disaster ambassador, and Annahstasia Enuke, singer and artist, amongst others.
Requested to elaborate on the marketing campaign, Stevens advised WWD that everybody writes their very own story. “Each tear, each free sew of our denims that comes from being well-worn is a chunk of that narrative and as they age every pair turns into, bespoke. Each piece, uniquely imprinted by the individual carrying them, and inherently, Authentic.”
As for what makes this marketing campaign completely different from what Lee has carried out earlier than, Stevens added, “Lee has at all times been about nice model, crafted with goal. We proceed to design our legendary denim giving nod to our heritage whereas additionally increasing into nondenim. Within the marketing campaign, you’ll see our newly reintroduced Chetopa Twill, Excessive Consolation pants, in addition to our iconic Lee brand delivered to life by way of our graphic Ts.”
Seliger mentioned, “Working along with Lee was an ideal mixture of recent and legacy. We picked our forged due to who they’re and their reflection of persona and magnificence. The thought was to discover a frequent thread in composition and let these superb folks take it from there.”
The digital-first marketing campaign will launch on streaming, YouTube and digital channels beginning as we speak, in addition to throughout Lee’s social media channels and e-commerce web page. An out-of-home marketing campaign may also seem in SoHo, Williamsburg and Bushwick, in collaboration with inventive company Noble Folks.
The title monitor of “Strut” by Lenny Kravitz is featured within the video.
Since Lee and Wranger had been spun off from VF Corp. right into a publicly traded Kontoor Brands in 2019, each manufacturers have been making extra inroads at main U.S. retailers and elevating their worldwide profile.
As reported, with a requirement for a extra informal wardrobe, Kontoor outlined its imaginative and prescient to spend money on its Lee and Wrangler choices earlier this 12 months, develop in China and develop its digital revenues. Kontoor has been gearing as much as develop its general digital choices, a technique more and more embraced by retailers in the course of the pandemic. Because the spin-off, Kontoor’s digital wholesale enterprise has grown by its tie-ups with retailers together with Amazon Inc., Walmart Inc. and Kohl’s Corp.
Kontoor said last May that it plans to develop its digital enterprise from 5 p.c of revenues in 2020 to 10 p.c by 2023, a rise that may contain brining in additional than $150 million in incremental income, in response to the corporate.
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