Lee drops female retro range in major revamp

Jeans company Lee has dropped the Ms Lee line of denim-based clothing after just one season as part of a revamp of next year’s spring/summer range. The company is ploughing &£1m into an in-store campaign to promote the revised product line. Parent VF Corporation split the Lee range into six lines in February in an attempt to reposition the brand for a younger market and distinguish it from sister jeans brand Wrangler. Ms Lee was a retro-style young women’s brand alongside Originals, Core, Leesures, Workwear and youth range Pipes. VF Jeanswear marketing controller Tim Henshall says the five lines are “concepts” rather than sub-brands, and that although Ms Lee opened up new channels of distribution it did not have a wide enough appeal in its own right. “The concepts have kept the brand going and made it more fashionable. We have taken the credible elements [of Ms Lee] and brought them into the Lee Jeans range.” The revamped Lee Jeans portfolio has been split into three categories: Traditional, Attitude and Newness. The Core range will now appear within the Lee Jeans portfolio. Leesures, Workwear and the skate-oriented Pipes are to continue as separate “concepts”, while the vintage line Originals will be promoted separately. Wrangler will launch a “comfortable” type of denim – called Broken Drill – for summer/spring 2000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here