Ketchum Life set to reposition Lee jeans next spring

VF Jeanswear has appointed Ketchum Life to reposition the Lee brand in spring 1999.

VF Jeanswear has appointed Ketchum Life to reposition the Lee brand

in spring 1999.



The consumer account is believed to carry annual fees of around pounds

200,000 and was won following a non-competitive pitch.



Ketchum Life already handles consumer PR for VF brand Wrangler, the UK’s

second biggest-selling jeans brand. The agency won the Wrangler account

from Anderson Whitehill last year. The account is believed to be worth

pounds 250,000.



Outgoing incumbent Jackie Cooper PR has handled Lee for around three

years.



Ketchum Life has been briefed to position Lee to a market of 15- to

20-year-olds and will use the youth mass media to publicise the brand.

Wrangler, meanwhile, is aimed at a slightly older market of 20- to

30-year-olds.



The award comes as VF attempts to ensure that its two jeans brands,

Wrangler and Lee, do not end up competing for the same market share.



VF marketing controller Tim Henshall said: ’Previously the brands have

acted autonomously and ended up competing with each other.’



Ketchum Life’s other fashion accounts include Playtex, London Fashion

Week and Puma.



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