2. LEI JEANS OVERVIEW
LEI, a junior denim brand owned by Jones Apparel Group, was at one time famous for it’s awesome fits.
LEI has lost its leadership position. “How can we regain it’s popularity?” Jones asked. We were hired to
re-imagine and redesign the entire brand. Based on Girlapproved standards, LEI wasn’t the only junior
brand with issues, the entire category had lost their values, independence and spunk. Our alignment of
LEI with the wholesome, cheeky spirit of America brought explosive growth. LEI’s healthy and innocent
attitude stood out amongst the oversexualized state of denim. This not only attracted girls, but also the
retailers. LEI won over Walmart, and now is their exclusive junior denim brand.
3. GIRLAPPROVED DELIVERABLES
GA SERVICES SUMMARY
JONES APPAREL
EXECUTIVE TEAM
NEEDS RESEARCH
OPPORTUNITY IDENTIFICATION BRAND TEAM
BRAND POSITIONING
LICENSING PARTNERS
BRAND STRATEGY
IDENTITY DESIGN DELIVERED DISTRIBUTED
EXPLOSIVE GROWTH AD AGENCY
JUNIOR DENIM BLUEPRINT
PACKAGING DESIGN
BRANDED FASHION DESIGN
DIGITAL AGENCY
COMMUINCATIONS STRATEGY
ACTIVATION STRATEGY
PR FIRM
PROMOTIONS
IN-STORE DESIGN RETAILERS
GIRLAPPROVED JUNIOR DENIM
4. LEI JEANS RESULTS
ECONOMIC UTILITY CHART
WALMART EXTENDS LEI BEYOND DENIM
CREATES FOOTWEAR, JEWELRY, SPORTSWEAR
2003 JONES BUYS LEI
FOR $385 MILLION DOLLARS
$32 MILLION IN ADDITIONAL REVENUES
GROWTH INCREASE IN THE FIRST QUARTER
LEI IS ENDORSED BY TAYLOR SWIFT
WHOLESOME IMAGE A WIN FOR TEEN GIRLS
SALES DROP BY $170 MILLION
FROM $248 MILLION TO $70 MILLION
SPRING 2008 WALMART AWARDS LEI AS EXCLUSIVE JUNIOR DENIM
CLEAN AND WHOLESOME IMAGE ALIGNS WITH WALMART’S VALUES
GROWTH
FALL 2007 LEI LAUNCHES REBRANDING
MONEY
GIRLAPPROVED JUNIOR DENIM
5. J U NI OR DE NI M
EXPLOSIVE
G U Y ’S H A I R P O R T U N I T Y
OP
GIRLAPPROVED JUNIOR DENIM
7. OPPORTUNITY SPACE
BODY LANGUAGE
EXPLOSIVE
The denim industry is filled
with oversexualized ads
that do not align with the
modern image of the proud
and independent female.
Girls are craving for ads
with body language that
conveys both feminity and
strength.
SLUTTY + WEAK FEMININE + STRONG
GIRLAPPROVED JUNIOR DENIM
9. OPPORTUNITY SPACE
ATTITUDE + PERSONALITY
EXPLOSIVE
Both fake fierce and fake
bliss are inauthentic. No
Post88 wants to be either
of these girls. American
girls are known for their
spunk and independence.
Portraying this girl in the
junior denim industry will
unlock explosive growth.
FAKE FIERCE REAL + SASSY FAKE BLISS
GIRLAPPROVED JUNIOR DENIM
11. OPPORTUNITY SPACE
JUNIOR DENIM BRANDS
EXPLOSIVE
Currently, junior denim is a
commodity. All brands follow the
same prototype. They think that by
following what’s “in”, they’ll win the
girl. But females want a brand with
expert knowledge: proud brands that
lead with quality and standards.
GENERIC COMMODITY DENIM AUTHORITY
GIRLAPPROVED JUNIOR DENIM
12. EXPLOSIVE OPPORTUNITY
Invent a junior denim authority that rekindles its American roots.
SUPPORTING OPPORTUNITIES
Create an female image that embodies the spunk + wit of the American girl.
Provide authority, craftsmanship, quality, and reliability to the denim industry.
Lead girls through their adolescent years with a powerful voice, not trends.
GIRLAPPROVED JUNIOR DENIM
13. BRAND POSITIONING
A denim authority that is as sassy, independent, and fun as the American girl.
BRAND PROMISE
Return to American ideals, both in denim craftsmanship + brand personality.
MARKET
American girls from 13-18.
GIRLAPPROVED JUNIOR DENIM
14. DENIM OPPORTUNITY
The Post88 American girl believes in the history and foundations of her
country. Nothing captures America like a great pair of jeans. Unfortunately
the denim industry has lost touch with its roots. The image of the proud, hard
working, free, forward thinking, fun-loving American is now missing from
denim. The denim brand that rekindles it’s American heritage will also rekindle
its loyalty and growth.
GIRLAPPROVED JUNIOR DENIM
15. LE I JE A NS FINAL DESIGN
GIRLAPPROVED JUNIOR DENIM
16. INTRODUCING
THE NEW LEI
LEI says “NO!” to prevailing denim norms
and returns to the true American roots of
the denim industry. From its visual
identity, wit, and craftsmanship, LEI is
USA all the way! LEI brings to life the
intelligent, independent, cheeky spirit
that makes the USA (and its girls) so
appealing and original.
GIRLAPPROVED JUNIOR DENIM
17. THE LEI LOGO
To symbolize LEI’s complete rejection of
the current denim values - we took the
“i” in LEI turned it upside down and
converted it into an exclaimation point.
The new LEI is a brand that is ready to
flip the state of the industry on its head
(of course always with a smile and wink)
GIRLAPPROVED JUNIOR DENIM
18. THE LEI ICON
Like the American girls that she was
modelled after, the LEI brand character
expresses an attidude that is teasingly
rebellious. By sticking out her tongue,
she playfully declares her independence.
GIRLAPPROVED JUNIOR DENIM
19. TEDDY
Teddy is the brand mascot for LEI. We
wanted an character that represented true
American spirit. Japan has “Hello Kitty”, so
America needs its own national iconic
counterpart. The teddy bear has a historic
relationship with our President Teddy
Roosevelt, whose love for animals saved a
bear from death. We borrowed elements
like his glasses, and his chubby frame to
create an all-American, truly lovable icon.
GIRLAPPROVED JUNIOR DENIM
20. THE LITTLE SISTER
The “Little Sister” is a sub-line. We
recognized that every girl goes through
awkward years where’re not quite kids,
but not teenagers either. This line
addresses some of the physiologically
awkward issues that girl’s face. ( “I’m tall
enough for juniors but i have no hips” “I
don’t really need a bra, but i don’t want
my nippples to show).
GIRLAPPROVED JUNIOR DENIM
25. BOOTCUT BOOTC
LONGER
UT
G
LONG
#1
PHUG ST YLE
HI
TT
your BU
HIPHUGGER
STYLE#1
your BUTT
BOOTCUT
LONG
HIPHUGGER
STYLE#1
ON JEAN BRANDING : LABELS GIRLAPPROVED JUNIOR DENIM
27. F LARE
LO
WRISE
A play off of old postage this
branding treatment works on
everything
BRANDING INK STAMPS + SAMPLE APPLICATION GIRLAPPROVED JUNIOR DENIM
28. a distressed flag speaks to
american nostalgia girls feel
BRANDING FLAGS + SAMPLE APPLICATION GIRLAPPROVED JUNIOR DENIM
30. EL
IT
LE! DECLARES
TS L AB
INDEPENDENCE T
BU NE
LL R O
E F
2007 A E
ND
D W
U
IT E
U N
US
GA
UN
G
21 IRLITED
st A
ce PP STA
RE as ntu ROV TE
AL seen ry ED S
d
GI by eni
RL m
S
COMMUNICATIONS : AMERICAN ADS GIRLAPPROVED JUNIOR DENIM
31. NO B
EHIN
LEFT D
BEHI
ND
pledging to SERVING
turn heads AMERICAN GIRLS
COMMUNICATIONS : AMERICAN ADS GIRLAPPROVED JUNIOR DENIM
32. LE I JE A NS FINAL BRAND
GIRLAPPROVED JUNIOR DENIM
39. “ TAYLOR SWIFT
PERFECTLY
EXEMPLIFIES
THE SPIRIT OF
L.E.I.
TAYLOR
HAS THE
AUTHENTICITY,
SPIRIT, WIT
AND
INTELLIGENCE
OF THE
MODERN
AMERICAN “
GIRL.
JACK GROSS
GROUP CHIEF EXECUTIVE OFFICER
JONES APPAREL GROUP
TAYLOR SWIFT SIGNS TO LEI GIRLAPPROVED JUNIOR DENIM
