We helped Lee understand Chinese male jeans buyers before production, to cut waste and tailor its Black Label collection.
The challenge
Lee’s revenue had fallen and it was losing touch with Chinese consumers. It also wanted to test before mass production to reduce waste.
Our approach
Interviews with millennial men revealed how they feel about denim designs and the occasions they buy and wear jeans for.
The result
The winning and weaker designs, from colour and fit to buttons and stitching, used in Lee’s RE/DISCOVER WORKLIFE collection across Asia.
19%revenue increase for VF in China
5%Q4 revenue increase for Lee
Brand-wide figures reflect the client’s overall performance, not this project alone.
