Lee is reasserting its legacy as a American denim model based in 1889 with a brand new model platform and world promoting marketing campaign. The trouble additionally marks the primary expression of a contemporary artistic imaginative and prescient meant to assist the model forge a stronger reference to a brand new technology.
“Constructed Like Lee” celebrates Lee’s heritage, optimism and craftsmanship (the model claims to be the primary to make use of a zipper in denims within the Nineteen Twenties). The marketing campaign spans related TV, social media, in-store, influencer partnerships and out-of-home occasions and is the primary effort produced by Lee alongside artistic company Yard. Past the denim itself, “Constructed Like Lee” spotlights the individuals who put on the pants — individuals the model describes as future builders and go-getters.
“The long-lasting skylines, the world we reside in now was constructed by individuals carrying Lee, and we needed to take that heritage and align it with the builders of right this moment and the builders of tomorrow,” mentioned Ruth Bernstein, CEO of Yard, of the Lee model.
A 30-second spot soundtracked to a model of Mt. Pleasure’s “Come With Me” begins with the road: “Some chase perfection, others chase chance.” A various forged is depicted on the go and carrying objects just like the Lee Rider jacket and 101 jean, amongst others. The model’s signature button — which has been stitched into its denim for over a century — is spotlighted all through as a visible cue to togetherness.
“The place some see partitions the builder sees a window, the place some see challenges the builder sees chance — the script was actually about embodying this and celebrating the mindset of the builder and alluring everybody else to hitch,” Bernstein mentioned.
Bringing heritage to the subsequent technology
Lee’s model platform and inventive imaginative and prescient had been knowledgeable by in-depth client analysis, together with a segmentation research to assist the corporate higher perceive present followers of the model and future-proof its advertising technique for the subsequent technology. Among the many findings, the research revealed its core client to be somebody on the lookout for necessities and eager to really feel each snug and put collectively. They crave authenticity and belief from a model.
The research additionally revealed a chance section, which the model describes as a youthful, “fashionable sophisticate” client, mentioned Brigid Stevens, Lee’s vice chairman of worldwide model advertising. The exec described these consumers as individuals with a traditional type who might not put on the boldest, TikTok-viral fashions, however as a substitute want to outline developments by their very own lens.
“I believe the marketing campaign completely displays that,” Stevens mentioned. “Quite a lot of the kinds and silhouettes you’ll see are ones that resonate with each of these client segments, but additionally have been part of our model for the final 100-plus years.”
Calling again to Lee’s previous is essential to asserting its legacy, however the transfer was additionally impressed by youthful shoppers, lots of whom are discovering iconic kinds from the ‘90s and early aughts for the primary time by secondhand and classic markets. Because the model appears to be like to develop its attain, it’s necessary for its artistic work to be reflective of society at giant, Stevens mentioned. “Constructed Like Lee” is anticipated to be a multiyear platform.
“We’re a model that has been round for 135 years and will likely be round for the subsequent 135 years, so we actually need this to be a model that could be a reflection of our trendy, various world so that customers can see themselves in it,” she mentioned.
Absent from its marketing campaign is the usage of celeb expertise, an intentional alternative as a part of Lee’s technique to focus extra on the model story and client that distinguishes it from the current work of its opponents. Notably, adverts with out a celeb carried out higher in early testing, in response to Stevens, although the crew hasn’t dominated out utilizing celebrities sooner or later.
“This spot wanted to be about Lee — it wanted to be about Lee and the shoppers who put on our product,” Stevens mentioned. “There’s plenty of cultural relevancy placing a face to a model, it creates pleasure, however I believe our objective was expressing our new artistic imaginative and prescient from a model perspective and reintroducing this subsequent technology of shoppers to who Lee is.”
‘New locations and areas’
A digital-first media plan was intentional for “Constructed Like Lee” as a part of its efforts to achieve youthful audiences. The marketing campaign spans Peacock, Amazon Prime, Disney+, Hulu and YouTube together with social platforms TikTok and Meta and audio platform Spotify. The trouble, which debuted Sept. 15 throughout the U.S. and Europe and has since expanded to areas together with Mexico and South America, may also embrace occasions in New York and Paris, the latter of which can convey collectively editors, tastemakers and influencers who embody the marketing campaign’s ethos.
Lee’s effort comes on the heels of plenty of different denim-focused campaigns from manufacturers like Hole and American Eagle, the latter of which discovered itself embroiled in controversy for its tie-up with actress Sydney Sweeney. Amid a client purchasing panorama that may be tumultuous, company Yard labored to align carefully with the correlation between Lee and its goal shoppers, Bernstein defined. “Constructed Like Lee” was conceptualized and launched over the course of six months after Yard was awarded the Lee account in March.
“We had been simply leaning into what’s true about Lee and its pure connection. I believe that the work that was achieved round insights, each cultural and client, allowed us to actually hook up with builders,” Bernstein mentioned. “It’s not there for provocation, it’s there extra as an invite.”
Lee’s platform arrives because it appears to be like to get well from income declines. The corporate reported world income of $166 million within the second quarter, a lower of 6% yr over yr. Guardian Kontoor Manufacturers, which additionally owns Wrangler and outside clothes model Helly Hansen, noticed an 8% YoY income improve throughout the identical interval and boosted its full-year outlook, crediting its multiyear Mission Jeanius transformation initiative, which commenced final yr and is targeted on boosting profitability by simplifying processes and techniques.
Past its newest marketing campaign, Lee has poured sources into new merchandise and collaborations. In August, the model teamed with Crayola for a line of artistic attire nodding to each manufacturers’ Americana heritage. In March, the corporate linked with Los Angeles-based retailer Buck Mason for a menswear assortment of Nineteen Forties vintage-inspired denim attire. The identical month, Lee additionally teamed with design firm Paul Smith to reimagine the denim model’s iconic kinds.
The current partnerships are strategic to Lee’s targets to align with like-minded manufacturers that additionally embody an entrepreneurial spirit, Stevens defined. The efforts are additionally an indication of the place the model is heading because it makes an attempt to develop loyalty with what it hopes will grow to be the subsequent technology of Lee loyalists.
“For those who’re the place Lee confirmed up a yr in the past, we’re displaying up in new locations and areas the place this new client goal is,” Stevens mentioned. “The model has actually been evolving by the lens of the patron, which I believe is a real unlock.”
