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MELANIE ALBERT director of advertising, Riders Apparel Co.
Client: Lee Apparel Co.
Agency: Fallon McElligott
’93 Estimated Billings: $10 million
Increase over ’92: 100%
Client Since: July 1992
Major Achievements: split brand equity into two separate lines; launch of new ‘Riders’ brand exceeded sales expectations.
Lee jeans have always been a brand caught between two distinctly different distribution channels. So two-and-a-half years ago, Lee Apparel Co. hit its agency, Fallon McElligott/Minneapolis, with an unexpected challenge: discover a way for Lee to grow in both regional discounters and department stores without alienating either one.
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