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NEW YORK-Aiming to reach comfort-minded women between 25 and 49 years old, VF Corp.’s Lee Co. unit is putting $3-5 million in print advertising behind its newest line, Casuals.
Beginning next month, ads from Lee agency Fallon McElligott in Minneapolis will hit USA Today and 10 women’s consumer and entertainment magazines, including Self, Entertainment Weekly and Parents. The campaign is expected to continue next year and will likely be expanded to include a pullout booklet in fashion books.
The creative work expresses a contemporary fashion feel with its “Makes any situation comfortable” headline and “The new look of Lee” tagline.
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