Mr. Kraipob Pangsapa (left), Mr. Putthichai Chaiyaweach
Bangkok – “Lee” continues to underscore its leadership in garment innovation with the aim of increasing sales by 25% in the first half of this year. In its latest move, the leading jeanswear brand has partnered with COTTON USA™ to introduce t-shirts that incorporate “Wicking Windows™” technology, a cotton innovation by Cotton Incorporated. These t-shirts feature in Lee Urban Riders Collection, a sports fashion line for urban men who enjoy bicycling. With a unique print pattern on its fabric, the new t-shirts from Lee offer 1,400% improvement in moisture transfer and up to 50% better cling resistance compared to conventional fabrics.
Mr. Putthichai Chaiyaweach, Senior Brand Manager for Lee at Central Marketing Group, said, “With a core strategy to lead garment innovation, Lee consistently innovates in response to the clothing needs of people. Amid the intensifying competition in the jeans business, for example, we introduced Thailand’s first automatic sales kiosks for Lee jeanswear late last year. And to kick off our innovation for 2016, we’re today launching t-shirts that feature Wicking Windows™ technology, a unique moisture management application for cotton, ideal for the hot and humid climate of Thailand.”
“Since our kiosk deployment last year, sales of Lee t-shirts through each kiosk averaged 200,000 – 300,000 Baht per month. The strategy animated the market and eased our outreach to target consumers. International tourists also love to buy Lee t-shirts from these kiosks. To advance our innovation-led marketing strategy this year, we are introducing t-shirts that have the latest Wicking Windows™ technology. They boast 1,400% improvement in moisture transfer and up to 50% reduction in cling force for better comfort and freedom of movement. The Wicking Windows™ technology is innovated by Cotton Incorporated. It is featured in t-shirts from our new Urban Riders Collection, a sportswear fashion line that appeals immensely to city dwellers, especially bicyclists,” he explained.
“Lee is the first brand to bring this new technology to Thailand,” Mr. Putthichai pointed out. “It is aimed primarily at 18- to 35-year-old men who love sportswear fashion or city bicycling. Viral marketing will be our key communication tool, and we are confident that these t-shirts will be loved by Thai customers. For this summer in particular, Lee has planned both online and offline activities along with a nationwide sales campaign called “The Wetter The Cooler”. To join, after any purchase in this collection, snap a picture of your purchased item and the receipt, and then send it via message to Lee Jeans Thailand page on Facebook with your own caption plus hashtags #LeeUR and #LeeJeansTH for a chance to win prizes worth more than 100,000 Baht totally, including a Tokyobike bicycle and Wicking Windows™ t-shirts. The campaign runs from April 5 to May 31, 2016. For more information, visit a Lee Store near you.”
Lee expects continued growth of 20% in sales of its jeanswear products and accessories this year. This is favored by a strong buying spree of international tourists and young customers. For the first half of 2016, the company has set a target to grow Lee sales by 25% year on year. The debut of Wicking Windows™ technology in Urban Riders t-shirts will reinforce consumer brand awareness of Lee as the leader in garment innovation.
Mr. Kraipob Pangsapa, COTTON USA™ ASEAN Representative, said, “Lee has been a COTTON USA™ Licensee for more than 10 years. Our business partnership is a longstanding one. It’s a relationship that nurtured this cutting-edge collaboration between Lee and COTTON USA™ with support from Cotton Incorporated on cotton innovative technology. The collaboration also reaffirms COTTON USA™’s commitment to empower our licensees with privileged support. Among these privileges, we support product launch and co-implement public relations with our licensees, keep them updated with industry insights, provide access to market research findings, and transfer the latest technologies to them. For COTTON USA™, this is a strategic area of work to assist product quality development of our licensees and equip them with better capabilities to meet consumer demands.”
“T-shirts in the Urban Riders Collection incorporate the new Wicking Windows™ technology from Cotton Incorporated. As a high-performance moisture management application for cotton, this technology is applied through print application of repellent areas onto the skin side of a cotton fabric. The pattern has small absorbent “windows” that pull moisture to the outside of the fabric where it evaporates and dries faster. A Wicking Windows™ fabric moves moisture away from the skin 1,400% better than conventional fabrics. Clinging on the skin is also reduced by 50%. Less wet fabric against the skin means a drier, more comfortable experience. These properties are combined with COTTON USA™’s standard of high-quality cotton to deliver superb comfort and freedom of movement to the wearers. Wicking WindowsTM has proven its durability against 50 times of laundering. As a care instruction, fabric softeners are not recommended because it can reduce the Wicking WindowsTM performance of these t-shirts,” Mr. Kraipob explained.