Home > Encyclopedia of Major Marketing Campaigns > Lee Apparel Company

• THE BRAND THAT FITS Campaign
• The Brand That Is Fit
• Further Reading

1 Lee Dr.
Merriam
Kansas
66202-3699
USA
tel: (913)384-4000
fax: (913)384-0190
website: http://www.leejeans.com

THE BRAND THAT FITS Campaign

Overview

The beginning of the 1990s was a watershed period in the blue jeans industry. Jeans makers were coming out of an industrywide downturn in the 1980s with rejuvenated sales and a robust arena of competitors. In an effort to make up for lackluster sales in the '80s, jeans makers were compelled to make a comeback and win the attention of retailers and consumers. This made for lively competition on the advertising front, with jeans-making pioneers such as...