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Lee Apparel Company Case Study

1710 Words7 Pages

Test Marketing Procedure of Lee Apparel Company
BN160722
BUS 612 Market Research
Professor: Bharat Bhatta
Westcliff University
17/09/2017

Abstract
This study is conducted to analyze the test marketing procedure of Lee Apparel Company. In this paper, I will be discussing the overall goal of the company for conducting test market of its new line of jeans under the brand name Rider. I will be discussing how the Lee Apparel used test market process to build a brand and customer database in order to launch its new line of jeans successfully. I will be discussing the strength and weakness associated with the target market process used by the Lee Apparel Company. I will also be discussing why the company should highly consider the development and implementation of internet based test marketing strategies.

Introduction
Lee Apparel Company, Inc is one of the largest apparel companies in the world founded by Henry David Lee in 1889. They are the second largest manufacturer of jeans in United States. Apart from jeans, the other products of Lee Apparel Company are pants, shorts, capris, petite, shirts, jackets and accessories. The company operates more than 30 distribution centers and 25 manufacturing plants all over the world. The company owns numerous brands in specialist product category. They are:
• Outdoor footwear and apparel - The North Face, Timberland, Napapijri
• Backpacks – JanSport, Eastpak, Eagle Creek, Kipling
• Surf and Skateboarding inspired

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