1. BY
SHIPRA KAUSHAMBI
NIFT , BANGALORE

2. The Brand
- History
- Product range
- Menswear range
Competitive Market survey
-Levis
-Jack and Jones
-Wrangler
Trend forecasting SS14
-Denim
-Shirts
-Bottoms
Theme – “VINTAGE MONOTONY”
Range developments

3. OBJECTIVE:
To study the Brand , analyze market,
spot the up coming trend and then
develop a range for SS/14 Menswear

4. ABOUT THE BRAND
American brand for Denim Jeans
Founded by Henry David Lee in 1889
Brand is owned by VF Corporation
Headquarters in Kansas city, Kansas, USA
Categories: Apparel and Accessories
Tagline: Find your perfect fit
Core values : Fit and strength

5. Brand History
1889:Founded by Henry David Lee as work wear
1911:Started garment factory to produce overall
dungarees.
1919:Lee launched “Buddy Lee", first consumer
promotion campaign.
1926:Zipper fly were introduced known as “Lee
whizits”
1943:Lee changed its official name to “H.D.Lee
company inc.”

6. 1949:Lee introduced Lady lee riders for women, designed to fit
better than standard men’s jeans
1959:Birth of biker cult, transformation of denim from work to pop culture.
1982:Stone washed jeans was introduced followed by acid wash
1964:Stretch pants for work and play
1992:Lee basics were launched in order to appeal younger consumers
1995:Launched in India.

9. DENIMS
SIZE: 28”-42”
PRICE RANGE:Rs 1799-3499

10. SHIRTS
FIT: Slim
Sizes: S, M, L, XL, XXL, XXXL
Price range: Rs 1199 –2199
Window pane checks, Gingham
checks, Stripes, Solid colors
T-SHIRTS
FIT: Regular , Slim
Sizes: S, M, L, XL, XXL, XXXL
Price range: Rs 599 - 1499

11. COMPETITIVE MARKET
SURVEY

13. FITS (DENIM)
Skinny straight Straight Regular taper Skinny

14. Original Regular straight
Sizes: 28 ,30 ,32, 34, 36, 38, 40
Price range: Rs 2599- 5699

15. SHIRTS
FITS: SLIM, REGULAR
SIZE: S, M, L, XL, XXL, XXL
PRICE RANGE: Rs 1499- 2499
CHECKS, STRIPES, SOLID
POLO SHIRTS
SIZE: S, M, L, XL, XXL
PRICE RANGE: 1299-1399
BOLD AND VERY THIN STRIPES
T SHIRTS
SIZE: S, M, L, XL, XXL
PRICE RANGE:Rs 900-1500

16. SHIRTS
FITS: SLIM, REGULAR
SIZE: S, M, L, XL, XXL
PREMIUM (Formal)
PRICE RANGE: Rs 2195 – 4500
VINTAGE (Casual)
PRICE RANGE: Rs 1695-2500
ORIGINAL (Semi casual)
PRICE RANGE:
FABRIC: Cotton, Linen, Lycra
STYLE: Contrast collar/ placket/ cuff/ yoke, Patch pocket with flap,
Shoulder flap
TECHNIQUE: Pigment print, Flock print , Ombre dying
COLOR: Maroon, White, Hues of blue, Brown, Olive, Camouflage, Grey

17. DENIMS
SIZE: 28” – 42”
PREMIUM: 3945- 6495
VINTAGE: Rs 2195- 6945
ORIGINAL: Rs
FABRIC: Cotton, Lycra, Elastane
STYLE: Colored denim, Ripped and
Overlocked, Suspenders,
Slim-fit, Straight & Boot-cut
TECHNIQUES: Patchwork, Ripped,
Dip-dye, Acid wash,
Bleached denim
COLORS: Black , Maroon, Orange, Ochre, Dusk blue, Olive, Red

18. T-SHIRT
SIZE: S, M, L, XL, XXL
FABRIC: Cotton, Linen, Lycra
STYLE: Contrast Patch pocket/ collar/ placket/ sleeve,
Stripped, Ribbed neckline, Unfinished edge
TECHNIQUE: Flock prints, Color blocking, Dip-dye, Patchwork
COLOR: White, Black, Grey, Shades of blue
SHORTS
FABRIC: Cotton, Lycra, Elastane
STYLE: High waisted, Double waistband, Drawstring, Fabric belt, Cargo style Bermudas
TECHNIQUES: Checks, Printed, Garment dying, Dip-dye, Digital print
COLOR: Blue, Khaki, Olive, White

19. SHIRTS
FITS: REGULAR, SLIM
SIZE: S, M, L, XL, XXL
PRICE RANGE: Rs 1096-1695
PLAID , WINDOWPANE CHECKS , FEW SOLIDS
AND STRIPES
HUES OF BLUE, MAROON, PEACH
POLO TSHIRTS
SIZE: S, M, L, XL, XXL
PRICE RANGE: Rs 1195- 1395
BOLD STRIPES, SOLID COLOR
CHEST PANEL AND STRIPES
T-SHIRTS
SIZE: S, M, L, XL, XXL
PRICE RANGE: Rs 1096- 1695
CHEST PRINTS

20. DENIMS
SIZE: 28 – 40
PRICE RANGE:Rs 1499-3395
SLIM REGULAR RELAXED LOOSE

21. TREND SPOTTING

22. COLORED BOTTOMS
SOLID COLOR
SHIRTS
CHEST PRINTS
(MUSIC)

23. TREND FORECASTING
SS/14
D1: I am a Photographer

28. GRAPHIC DIRECTION
Shinny/Glossy
Polaroid
Geometric
Layered Images
Monochrome with
pop up colors
Black & White
Photography

29. THEME
“VINTAGE MONOTONY”

32. RANGE DEVELOPMENT

42. THANK YOU