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.


Barbie doll to sponsor ITV’s Sabrina show

Marketing Week

Barbie, owned by US toy giant Mattel, is to sponsor the ITV children’s programme Sabrina the Teenage Witch. The sponsorship, negotiated between Vision 40 and Granada Media on behalf of Mattel and the ITV Sponsorship Group respectively, forms part of the &£1m UK launch campaign for “edgy” Barbie sub-brand Generation Girl. The initiative includes screen […]

Core passion displaces emotion-added brands

Marketing Week

What are we to make of the $90m (£56m) sponsorship deal between golf tyro Tiger Woods and Nike? Has the world of sponsorship gone mad? I wonder how far this “winner takes all” market can go before it begins to implode, not to mention what such astronomic numbers mean for lesser brands, whose total sales […]

Direct Line offers instant online insurance

Marketing Week

Direct Line, the Royal Bank of Scotland’s telephone insurance arm, will offer motor, home and car breakdown insurance over the Internet from this week. The company says the simple, two-minute procedure for taking out online policies provides cover immediately. Ian Chippendale, group chief executive at Direct Line, expects the Internet to account for at least […]


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