Download EFFIE AWARDS BRIEF OF EFFECTIVENESS Lee Jeans: “Find Your

EFFIE AWARDS
BRIEF OF EFFECTIVENESS
Lee Jeans: “Find Your One True Fit”
Brand Name: Lee Jeans
Product Type or Description: One True Fit
Category for this Entry: Apparel and Accessories
Campaign Title: “Find Your One True Fit”
Agency: Fallon Worldwide
Client: Lee Jeans
Marketing Challenge
In 1949, Lee introduced the first women's jean, the "Lady Lee Riders"
In 1983, Lee was the first brand to offer women multiple fits.
In 2003, Lee was attributed by a 24-year-old woman as a brand responsible for "horrible decades of fashion."
Ouch.
As the creator of women's jeans, Lee takes its leadership position very seriously. Throughout the 80's and early
90's the brand maintained a #1 share in the category by catering to a legion of loyal -- albeit aging -- women.
In the mid-90's, however, several small, agile, niche brands began to arrive on the scene. These brands went
directly after Lee's greatest weakness -- attracting women under the age of 30 (the next generation of users).
Brands like Mudd, LEI, Silver, Seven, and countless others proved to be better equipped to react to fashion cycles
and began to get credit for leading innovations in the marketplace. Add to that the continued prominence of
specialty stores like the Gap, Old Navy, American Eagle, Urban Outfitters, and Express -- and the squeeze was on.
The marketplace reacted to the new entries; young women were thrilled to have jeans that were developed,
tailored, and marketed specifically for them. While the denim market enjoyed annual double-digit growth over the
last decade (source: National Panel Data), Lee volume failed to keep pace. Their leadership position was being
compromised. Not only was volume suffering, but young women's overall impressions of the brand also began to
erode. The brand was flagged for being unfashionable, uncool, and on the way out.
Reversing the slide would require a complete overhaul of the brand and products and the launch of a silver-bullet
sub-brand. We'd been "The Brand That Fits" for her mother, the challenge was now to become her "One True Fit"
and erase the perceptions of those horrible decades of fashion.
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.
Campaign Objectives
Objective One: Gain retailer confidence in the One True Fit launch by achieving a strong product sell-in.
Objective Two: Build awareness of One True Fit and increase target's purchase consideration. Our goal was to
lift levels of awareness 10pts. above ghost levels and double purchase consideration.
Objective Three: Improve key fashion and brand imagery measures. Our tracker was custom-built to examine
fashion appeal, brand momentum and the cool factor; our goal was to increase key measures by 10pts. during the
launch.
Objective Four: Achieve and exceed sales goals measures. Selling in the product to retailers was the first
challenge; true success would come from producing strong retail sales.
Target Audience
Analysis of an agency-developed segmentation revealed women between the ages of 22 to 28 as prolific crossshoppers and highly coveted fashion shoppers. They shop more and spend more on apparel than any other female
demographic. Most importantly, they're willing to pay a premium if the product delivers.
Our target emerged as a subset of this group. While fashion is still an important part of their self expression, we
found that their priorities in life were changing. Many "life firsts" were upon her (finishing college, starting her first
job, buying her first car, marriage, finding a home, kids) and it was causing a shift in her thinking. This maturing
woman was moving away from a purely externally-driven sense of self worth to one that was increasingly more
internally-driven. And, while staying up to date and having the right look were still important, for her, looking good
was becoming as much about how she felt about herself on the inside.
Creative Strategy
Most fashion brands focus their communication on the external validation that's delivered in having the "right look."
To our target, looking good was important but feeling good on the inside was becoming increasingly more
important. She was becoming less worried about the reaction from others because she was focused on what was
right for her.
Our creative strategy was to present an honest, introspective and uplifting look into her world. An all female team -women that were going through this very stage in life -- developed the work. They revealed their own joys and
fears; frustrations and celebrations; weaknesses and securities.
There's quite a bit of searching going on at this stage in her life and our work explored that journey. We saved our
branding moment until the very end -- and purposely kept it simple. This was not meant to scream, "you've got to
check us out!" Instead, it was meant to simply express that we offered her a brand of jeans that fit -- both her and
her outlook on life.
Media Strategy
Spending one-tenth of our competitors, we chose to concentrate the majority of our media pressure in television
environments, which provided us with an effective platform to employ our two key strategies:
"Mating and Relating": Personal relationships figured prominently in our target's life. We sought broadcast
environments centered on "Mating and Relating." Whether real or imaginary, our target is fascinated by
relationships and finds these programs extremely entertaining and full of good fodder for keeping up with her own
friends.
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.
"Insider Knowledge": While not influenced by every passing fad, our target is always on the lookout for style cues - with media and pop culture often providing her most timely tips. The campaign was launched during the Fall's
most fashionable event, the Emmy's, and continued to air on programs and in environments at the top of our her
"must watch" list.
Media
•
•
•
•
•
Television
Direct Mail
Public Relations
Sales Promotion
Interactive/Online
Total Media Expenditures:
•
$5 to under $10 million
Other Communications Programs
A direct mail piece was developed in conjunction with JCPenney. Consumers who brought the card to a JCPenney
retailer were given a free Lee “One True Fit” cap-sleeve t-shirt.
Evidence of Results
Objective One: Gain retailer confidence in the One True Fit launch by achieving a strong product sell-in.
Objective Two: Build awareness of One True Fit and increase target's purchase consideration. Our goal was
to lift levels of awareness 10pts. above ghost levels and double purchase consideration.
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.
Objective Three: Improve key fashion and brand imagery measures. Our tracker was custom-built to examine
fashion appeal, brand momentum and the cool factor; our goal was to increase key measures by 10pts. during the
launch.
Objective Four: Achieve and exceed sales goals measures. Selling in the product to retailers was the first
challenge; true success would come from producing strong retail sales.
AWARDS CAMPAIGN SUMMARY & CREDITS
EFFIE® Awards
New York American Marketing Association
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242
2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This
brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast
the information to anyone without the prior written consent of the New York American Marketing Association.