Lee Jeans Case Study

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Alan Lee Jeans Written Plan The Challenge According to the “blog.euromonitor.com” in May, 2011 studying on the global jeans market projection, they emphasized that Asia Pacific is anticipated to be the best performing region for jeans over the forecast period with a predicted value Compound Annual Growth Rate (CAGR) of 6%. Indeed, the jeans markets in India and China are both set to experience strong volume and value growth over 2010-2015, registering value CAGRs of 11% and 8%, respectively.1 Middle-class and wealthy Asian consumers are keen on wearing either high- end designer labels or mid-priced but well-established international brands such as VF Corp's Lee, the second biggest women's jeans brand in Asia Pacific after Levi's.1 Hong Kong as the most important city as part of China, we expect that the positive economy ripple effect from China will benefit Hong Kong in steadily growth as well and project the jeans market in Hong Kong will growth healthily too. Base on the Hong Kong Jeans Survey from the My3q.com bearing the title as “Youth behavior on shopping jeans in Hong Kong” showing that Lee Jeans is one of the top 5 jeans brand that coming to the consumer mind when asking.2 However, Lee Jeans ranked No.5 to be picked followed by Levi’s, Chevignon, Wrangler, Edwin within 6 months of buying another jeans is being asked.2 Showed in above, quite obviously, the top major competitors will be Levi’s, Edwin, Wrangler and Chevignon. But in past few years, the Japan jeans have become more popular like Evisu and Samurai too. We would like to offer a non-traditional marketing campaign ride on digital channel and social media to gain excellent brand awareness from the target customer in Hong Kong for Lee Jeans again after leaving this market for the last 10 years. The budget will be limited to HK$500,000 and the campaigns will be run for the during of 6 months.

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