Clothing market analysis model

Lee is one of the three classics of American cowboy culture. In the process of establishing American cowboy culture, Li has come a long way. From different stages of development, LEE can always maintain a practical and fashionable posture. Li played an important role in the evolution of jeans from practicality to fashion. The founder of the company, H.D. LEE, was originally a work clothes manufacturer. In this century, he mainly supplies daily work clothes to farmers and workers in the Midwest of the United States. Some classics at that time are still popular today, such as suspenders "BIB'N'BRACE" and long-sleeved jumpsuits "UNION ALL", which became the uniforms of the US military in World War I. The company's products can become the national image, which is a pioneering work in 19 10.

Another revolutionary innovation of Li occurred in 1926. LEE's first zipper jeans were born, which is the first zipper jeans in the world. At this time, Li's advertising language is suitable for tailor-made "tailor-made size", which is innovative and unique. After World War II, with the success of his cowboy image in the wild west, Lee spread to the east coast cities and all over the country. The image of the west has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous big leather brand appeared. With the success of LEE Rider in the market, LEE has become a registered classic product.

From 65438 to 0975, in addition to the western image, Li injected a new marketing plan: the first plan to develop women's jeans. A series called "Suitable for Girls" came out, which opened a new side of the women's clothing market. Since 1986, LEE has developed different types of customers in the whole denim market:

LEE BASIC-Five classic jeans with Bao Butong fashion trends, as well as casual pants, denim pants and other different styles.

ROUGH RIDER-traditional style, but with high quality and fashionable cutting and packaging technology, is a symbol of LEE's product guarantee and market position as an expert in jeans manufacturers.

Lee Girls-a series of women's dresses tailored to match women's figure, with brand-new design and great sense of the times.

Today, Lee's long history makes it the mainstream of American jeans. Its products still maintain a certain level and value in tradition and avant-garde, and become the code name of both classic and fashionable jeans.

This enterprise brand ranks 462nd among the top 500 brands in the world in 2006 compiled by the World Brand Lab.

Lee jeans have a history of 100 years since their birth. With its original and classic design, LEE jeans has become a classic and authority in jeans industry, and is known as one of the three major jeans brands in the world. LEE jeans, with its simple and pure style, has attracted the attention of men who are pursuing fashion all over the world, representing the men's wear brand of European fashion trend.

LEE's autumn and winter fashion show broke the traditional form of models walking on the runway to show the latest clothes to guests, and showed "backstage", and then matched with special scenes. The media and fashion collocation experts present matched themselves from many autumn and winter clothes, Beijing Bedtapas &；; Bar, the creative team of VF Group unexpectedly chose this little-known place, located in the old drum tower area of old Beijing. The layout of the venue, the ancient courtyards, the ancient wooden beams, the reclining chairs and the ancient beds are all telling the world about the long history and traditional culture of the ancient capital, echoing Li herdsman's own cultural heritage and cooperating just right.

Unique u-shaped crotch, more comfortable.

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Li Sicily

[Edit this paragraph] Lee's brand strategy

sanctuary

1950, the sales of Levis, the largest cowboy brand in the United States, was 2 million dollars, but by 1975, the sales had reached 654.38+0 billion pods. The huge profits attracted many competitors. In the fierce market competition, Lee brand jeans stand out and become the second largest jeans brand in the United States, but they have been ignored by women in the market. In the United States, when asked what brand of jeans women will buy next time, 40% of women will say Lee. By 1992, Lee's company increased by 38.4% and its market share increased by 7.6% over the previous year, while the denim clothing market was weak and its sales decreased by 2%. In the same period, the market share of Levi's, the company's biggest competitor, dropped by 65,438+07 percentage points. By August of 1992, the market share of Lee jeans reached 20%. More importantly, the leaders of Lee's company found that Lee's consumers had great brand loyalty, and they predicted that these consumers would continue to wear Lee's jeans even when they were old.

The Closest Cowboy is Lee%%'s%% classic advertising copy. A word "paste" expresses Li's uniqueness to the fullest.

Bending Cowboys: "Stick to" the Target Market nearby

In the United States, the target consumer group of Levis, the largest denim brand, is men. Jeans have been recognized as men's wear for a hundred years, so the women's market has been greatly ignored. After nearly 40 years, Lee can quickly become the second brand, and one of the magic weapons to win is the correct positioning. Lee grasps the main body of the female market-a qualitative study of women aged 25 to 44 shows that cowboys are the witness of their youth, and "intimacy" is their most concerned issue. Most women need jeans that fit the waist and hips and move freely. According to the survey, they have to try on 16 pairs of jeans on average to find a satisfactory pair. Therefore, Li's position here is very clever. In design, the traditional straight-line cutting is changed to highlight the figure and lines of women, and a five-pocket clip is specially developed for these women, whose representative product is "Easy Rider". The curved cowboy caters to women's aesthetic psychology. This innovation can be said to be a revolution in the clothing industry, and this creativity also laid the foundation for Lee's success.