MERRIAM, KANSAS - Lee Apparel Co. is riding into mas" /> Lee's New Riders to Arrive In a Local Market Near You: Fallon McElligott Prepares TV, Print Blitz For Apparel Giant's Move to Mass Merchandisers <b>By Beth Heitzma</b><br clear="none"/><br clear="none"/>MERRIAM, KANSAS - Lee Apparel Co. is riding into mas
MERRIAM, KANSAS - Lee Apparel Co. is riding into mas" />
MERRIAM, KANSAS - Lee Apparel Co. is riding into mas" />

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Lee's New Riders to Arrive In a Local Market Near You: Fallon McElligott Prepares TV, Print Blitz For Apparel Giant's Move to Mass Merchandisers By Beth Heitzma

MERRIAM, KANSAS - Lee Apparel Co. is riding into mas

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Lee has used ‘Rider’ as a product descriptor since the 1930s – as in Relaxed Rider, Easy Rider and Baggy Rider. Now, recognizing changes in retailing, the company is splitting the equity built into the ‘Lee Rider’ name to create two separate brands serving different distribution channels. The Lee brand will be sold only in department stores; the Riders brand was created specifically for regional mass merchandisers.
‘Lee was always a brand caught between distribution channels,’ said Peter Engel, group director for Lee and Riders at Fallon.

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