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How to position Lee brand jeans in the market? What is its positioning strategy? What does it inspire you?

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.