Wrangler parent VF Corporation to launch budget jeans in the UK

The VF Corporation, US parent of jeans brands Wrangler, Lee and Maverick, is planning to launch its Old Axe budget jeans label in the UK.

The jeans, which are already available on the Continent, are expected to sell for about 8.

David Smith, VF Europe’s marketing director, says: “I don’t know the final details, but we will be operating with all four brands in all of our European markets. I couldn’t comment on whether the launch will be this month or this year.”

VF introduced the cut-price Maverick jeans label to the UK in 1994.

The brand is understood to have been withdrawn from mainstream distribution in this country in 1996, though it is available through the company’s factory outlet in Freeport Village.

Smith was promoted to the role of VF Corporation European marketing director in January (MW January 22). He was previously European marketing director for Wrangler.

His promotion followed the ousting of Lee’s European marketing director Derek Woodgate.

Smith is undertaking a review of the positioning of the Lee Jeans brand, having called an advertising review for the label in February (MW February 19). The account is held by Grey Advertising, which is repitching for the business.

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