PDA JeansDorothy Perkins The first affordable premium denim

PDA Jeans-Dorothy Perkins • • The first affordable premium denim label PDA launches nationwide launching this week in exclusive concessions at leading Dorothy Perkins locations and online throughout the UK, PDA is planning to roll out its distribution channels in 2011. PDA (Public Display of Affection) boasts superb quality at a fraction of the price of other premium denim labels. PUBLIC DISPLAY OF AFFECTION offers five different lines – great fit and style is available in the hottest shades and treatments including acid enzyme, stone, raw and jet-black washes. 16 must-have styles to choose from – retail prices from £ 30. 00 – £ 50. 00! The collection consists of lightweight super stretches and authentic denim with a super soft feel. Pioneering the latest denim expertise mastered by only two denim sources in the world, PDA is cutting edge with its low growth technology. These jeans will not sag, pucker or overstretch always retaining their perfect fit. Key styles of the season include 8 oz waist stretch skinny, 70’s inspired kick flares and classic staples in dark indigo.

PDA Jeans

Competitors Logos

Levis Jeans • • • Levi Strauss & Co. sells jeanswear, casual wear, footwear and accessories for men, women and children under four brands globally including Levi’s, Dockers, Signature and Denizen. In the UK, it operates as Levi Strauss UK Limited (Levi’s) and markets jeanswear only under the Levi’s brand. The company distributes its denim range through department stores, speciality retailers, franchises and retail stores in the UK. bookmark | export Recent activity In September 2010, in an effort to promote itself as socially responsible, Levi’s, together with H&M, announced a ban on sandblasting in all of its future product ranges. This move is to prevent workers from being exposed to the health risks of crystalline silica. In August 2010, the company launched a new denim shapewear sub-brand called Curve ID, which offers women more personalised pairs of jeans, with fit based on a woman’s overall shape instead of just her waist size. According to the company, 80% of women’s shapes can be categorised into three body types: Slight Curve (for straight figures), Demi Curve (for evenly proportioned figures) and Bold Curve (for curvy figures). This move forms part of the company’s plans to increase sales of premium branded denim products.

Levis Jeans • Under the Levi’s brand, there are several sub-brands including: • Levi’s 501 – Available in straight-leg fit. • Levi’s 201 – This range is based on the authentic-workwear style for men and comes with a single pocket and buttons, in different colours. • Levi’s Engineered Jeans – Based on the Levi’s ‘First Standard Fit’ from 1999, this limited edition jeans was primarily designed for men. It had a hand-sprayed paint finish with an 18 carat gold button and rivets cast from original moulds. To mark the 10 th anniversary of Levi’s Engineered Jeans, the company introduced three mascots called Bernie, Fingers and Hopper as part of a pan-European ad campaign. The company promoted its range of jeanswear by depicting the three mascots in different fits of Levi’s Jeans. This campaign was also backed by print ads, street art and events, retail activities and online activities such as films and an art project on a dedicated website. • Levi’s Red Tab – Based on the first five-pocket jeans created by Levi’s, for men and women.

Levis Jeans • Levi’s XX – An archive-inspired collection that features the Levi’s Made and Crafted range. • Levi’s Eco – The range of ‘sustainable jeanswear’ made with organic cotton and recycled denim dyed with natural indigo, distributed in recycled packaging. The Levi’s Eco jeans are based on the Levi’s 570 range for women and 560 range for men and target environmentally-conscious consumers. • The company has a newly revamped store on London’s Regent Street. • In December 2009, Levi’s collaborated with French designer Jean Paul Gaultier for the Maison Jean Paul Gaultier’s spring/summer 2010 special edition. The designer denim range for women included harem jeans and high waist slim fit jeans, while the men’s range included jeans based on the 501 brand highlighted with red-detailing and rolled-up stripes. • Levi’s also partnered with London designer Henry Holland for a special designer denim collection under the ‘House of Holland’ title for both men and women for spring summer 2010.

Levis Jeans-Recent news • To promote the launch of new styles in its Curve ID denim line, Levi's brings us a cheerful video featuring women in hip-hugging jeans, celebrating their curves. Then enjoy this high-tech ad by jeans brand… • Firm stops selling all brand-name clothes except Levi's It stops carrying Levi's and sells only its own Gap brand of clothes We focused on the denim collection 18 months ago, " said Gap's head of global PR, Anita… • Lingerie label Victoria's Secret is reaping the benefits of its new bridal collection, that can now be shopped online, while Levi's profits from its clever viral video for the Curve ID jeans, which had two pretty girls film…

Levis Advertising and Marketing • • Levi’s saw its adspend fall significantly after 2007. In 2008, it launched the “living life unbuttoned” TV campaign, which featured young people taking off their jeans and the ‘secrets and lies’, TV ad, which was the last advert created by the company’s long-time ad agency, BBH. In 2010, Levi’s has announced a new brand strategy and launched several viral campaigns including ‘guy walks across America’. To mark the 10 th anniversary of Levi’s Engineered Jeans it launched a pan-European ad campaign backed by print ads, street art and events, retail activities and online activities such as films and an art project on a dedicated website. In September 2010, to promote the launch of the Curve ID sub-brand, the company launched an online fitting service for women in 50 different countries and in 20 languages. The company claims the global digital site enables women to find their ideal denim fit based on their body shape, not size. In a bid to drive its sales and promote the Levi’s Kidswear range in 2010, the company introduced a lucky draw offer giving customers a chance to win a trip to California for a family of four or a year’s wardrobe from Levi’s Kidswear. The offer was run during the summer of 2010. In March 2010, Levi’s announced a new brand strategy looking at craft workers in a more modern scenario. Instead of workers, the company used men and women in the art, music, performance and catering sectors to show the perception of craftworkers has changed. The online ads featured 18 craftworkers from these sectors and were supported by outdoor and press ads. In line with the change in strategy, the company also revamped its flagship store in London with the help of the 18 craftworkers who eventually became the brand ambassadors. Levi’s has used Facebook to promote itself by offering a tool that allows visitors to share the products they like with their friends.

Levis Jeans

Diesel Jeans • Diesel (London) Limited is a subsidiary of Italian company Only the Brave SRL, and owns and operates speciality clothing stores in the UK. • Diesel offers an extensive range of jeanswear for men, women and children under the Diesel, Diesel Black Gold and Diesel Kid brands. The company also sells accessories, bags, footwear, watches, sunglasses, underwear and jewellery.

Diesel-Recent activity • In April 2010, Diesel announced that it had restructured its business by launching the premium Black Gold line as a separate division so as to grow the brand. This followed the appointment of designer Sophia Kokosalaki in June 2009 to revamp the brand’s womenswear collection. The company also announced that it intended to start concessions in department stores and overhaul standalone stores. • In an attempt to develop its jeanswear for children, the company announced, in August 2009, that its strategy would involve tie-ups with other childrenswear brands and a greater focus on its collections for girls. • The brand also plans to focus more on its womenswear range, as this comprises only one third of its business.

Diesel Jeans • Diesel- Diesel offers a wide range of jeanswear for both men and women in different styles, cuts and washes. The autumn/winter 2010 denim collection for women features classic and vintage styles, while the men’s denim range features details such as pleats at the front and zips at the ankle. • The spring 2011 collection includes ‘dirty washes’ black denim as well as coal-washed and distressed Krooley jeans for men. The company intends to bring back a boyfriend fit for women as well as super-stretch black skinny jeans, in spring 2011. • Diesel-Black Gold-This is the company’s upmarket brand, targeting young adults with a premium range of jeanswear for both men and women. • Diesel Kid • This is the clothing line for children and is similar to the adults’ range. The denim collection, which is based on a rock-’n-roll theme and comes in various fits, washes and colours, is primarily known for its boys’ range, although the company has shifted its focus now to developing and promoting its girls’ collection.

Diesel Advertising and Marketing • Diesel more than doubled its adspend between 2006 and 2009. Diesel’s ads continue to be risqué with a humorous element. In January 2010, the company launched a new campaign called ‘Be Stupid’, which was backed by press ads, posters, digital and viral media activities. However, two of the posters were banned by the Advertising Standards Authority in June 2010 for being unsuitable for children, offensive, and for encouraging anti-social behaviour. • The company has also shifted its focus to viral and online marketing, with several of its promotions in 2010 being launched on websites and social networks. To promote its collection for Spring/Summer 2010, the company launched an online music video on a dedicated website featuring a number of its products.

Diesel Jeans

Lee Cooper Jeans • Lee Cooper, owned by a consortium of investment firms that includes Sun Capital Partners, 180 Group and Emerisque, is well known as an original UK denim brand with more than 100 years of experience in the jeans market. • Apart from jeanswear, the company also markets a wide range of footwear, fragrance, sunglasses and watches for both men and women as well as kidswear. • Recent activity • In an effort to capture a significant share of the kidswear market, Lee Cooper teamed up with its licensee TV Mania in April 2010 to launch a new line of kidswear under its Lee Cooper brand across Europe. The new kidswear range, including jeanswear, is aimed at children up to the age of 14.

Lee Cooper Jeans • The Lee Cooper brand is positioned as an ‘original English denimbased’ brand. • To mark its 100 th anniversary, Lee Cooper teamed up with designers including Paco Rabanne and Jean Charles De Castelbajac to launch a limited edition collection of jeans in March 2008. The limited edition jeans were auctioned in Paris to raise money for the Red Cross and Designers Against Aids. • Red Diamond Lee Cooper ‘RDLC’ • In March 2009, Lee Cooper launched a premium collection called RDLC, which comprises a range of denims, non-denims and knits. The denim range for men is inspired by a modern dandy theme and the women’s is influenced by a rock-n-roll theme. • Platinum • The Platinum range, Lee Cooper’s premium brand, includes collections by Lou Doillon and Jean-Charles de Castelbajac.

Lee Cooper Advertising and Marketing • In March 2009, to mark its launch of the RDLC range, Lee Cooper teamed up with the British band Kish Mauve who starred in its print and online campaigns. The band’s latest CD was also sold on the company’s online store. The company plans to use different bands in each fashion season to promote its RDLC collection. In the past, Lee Cooper has worked with iconic bands such as The Beatles and Rolling Stones.

Lee Cooper Jeans

Pepe Jeans • Pepe Jeans London Limited (Pepe Jeans) is a distributer of jeanswear and casualwear under the Pepe brand for men, women and children in 60 countries worldwide. • The company retails its products through exclusive branded stores, large format stores and multi-brand premium outlets in the UK.

Pepe Jeans • • The company offers jeans for men, women and children, all of which are marketed under the Pepe brand, along with a number of sub-brands such as Heritage and Rock 73. The Heritage sub-brand was launched in October 2009 and was first introduced in Selfridges and later expanded to stores across the UK. For spring 2011, Pepe Jeans is launching the first full collection for men under the Heritage sub-brand, which is based on classic American styles and made with Japanese denim. The collection include antiqued jeans, such as cinchback miners’ jeans. The 73 London Rock ‘N’Roll range is a premium denim collection for both men and women and is inspired by rock and roll music over the decades. Styles are embellished with beads, sequins, and studs for the women’s denim range. Pepe Jeans’ clothes for children are marketed under Pepe Jeans Junior, which offers clothes for boys and girls and is based on the Rock 73 sub-brand for adults. The Pepe Jeans Junior’s spring/summer 2010 collection for boys and girls featured three styles reflecting moods, time of day and seasons, with jeans dominating the collection. The collection also featured heavy detailing with embroidery, patches and labels, detachable pieces and layered garments. Pepe Jeans’ spring/summer 2010 womenswear collection had separate ranges for spring and summer as well as a selection from the Rock 73 sub-brand. The company also has a sub-brand inspired by the works of artist Andy Warhol, which are print-led with bright colours offset by dark backgrounds and highlighted with sequins and modern graphics. The sub-brand is divided into two themes – Pop and Factory – based on Warhol’s works.

Pepe Jeans Advertising and Marketing • Pepe Jeans has cut its adspend since 2007. In 2010, it launched its “Tribes of Blue” advertising campaign across Europe focusing on various jeans styles from the ‘New Pixie’ (super skinny) for women to ‘Vapour’ (slim shape) for men. • The company has a long history of using celebrities to promote its collections. In January 2010, celebrity TV presenter Alexa Chung became ambassador for the brand’s spring 2010 collection, alongside models Tom Guinness and Boyd Holbrook. Previous celebrities to be featured in the company’s ads include actors Ashton Kutcher and Sienna Miller. • Pepe became one of the sponsors of the Red Bull Racing RB 6 car in February 2010. Pepe had previously sponsored the Renault F 1 team until the end of the 2009 season.

Replay Jeans • Replay is a part of the Italian company Fashion Box Industries. It sells denim and casualwear in the UK through 170 stockists. • Recent activity • In June 2010, following the launch of menswear range Red Seal in autumn 2009 Replay announced the launch of White Seal – a premium womenswear range for spring 2011. The White Seal range includes jeans, denim skirts, trousers, jackets and tops. • In May 2009, Replay launched a limited edition denim range, to commemorate the 50 th anniversary of the BMW MINI. The vintage-style jeans included a circular sew-on badge on the front left pocket with the words ‘ 50 Years of MINI’. Additionally, MINI’s staff wore Replay jeans during the Geneva car show as well as at the 50 th anniversary celebration in Silverstone, UK. • In January 2009, Replay launched a new collection of jeanswear for autumn 2009 for men and women under both the Replay brand as well as. Maestro, Replay’s premium brand.

Replay Jeans • Replay • The menswear denim range comes in 15 fits and styles, while the women’s denim range comes in 14 fits and styles in various washes and colours. • We Are Replay • Replay also has a sub-brand We Are Replay focusing on men’s jeanswear with heavy detailing that targets the premium market.

Gap Jeans • Gap operates 138 Gap stores and four Banana Republic stores in the UK. • In August 2010, Gap announced plans to rebrand all of its denim ranges to 1969 Premium Jeans. This move was supported by the ‘Put the IT in Fit’ ad campaign and window displays in stores. The denim range is called 1969 to mark the celebration of Gap’s 40 -year heritage in denim expertise, and features six fits, skinny, real straight, sexy boot, boot cut, curvy and long & lean for women and six fits, comprising skinny, slim, straight, boot, easy and loose for men. • In February 2010, Gap Inc. launched its European e-commerce site for both Gap and Banana Republic in the UK. The online shopping service had an introductory offer of free delivery on orders over £ 50 across the UK. The company plans to expand globally by setting up stores, online and franchise operations in China, Italy and Austria.

Gap Jeans • Gap is a mid-market brand, with jeans available in different fits for women and men with prices ranging between £ 35. 00 and £ 49. 50. • Banana Republic is an accessible luxury lifestyle brand, targeting the upscale market. The brand offers clothing for both men and women, including shoes, accessories and personal care products. The men’s denim range is available in various fits and styles such as relaxed, boot cut, straight and vintage straight, with a price tag of £ 55. The women’s range comes in styles such as boot, straight, skinny and ultimate skinny with a prices ranging between £ 49. 50 and £ 59. 50.

Gaps Advertising and Marketing • In April 2010, Gap promoted the brand’s 1969 Premium Jeans range by launching an i. Pad shopping application called ‘The 1969 Stream’ in the US. The company rolled out the application featuring a social dimension to the mobile shopping experience by enabling users to share contents such as Gap clothing, pictures and video of celebs wearing Gap clothes, through Facebook and Twitter via i. Pad. • In November 2009, Gap rolled out a ‘holiday cheer’ campaign before the Christmas period. The campaign was also supported by online activity where customers were allowed to create and share comments on Facebook, Twitter and You. Tube.

Gap Jeans

Denim Jeans today • Levis, Wrangler, Dockers, Lee and Diesel. These are just some of the better known names that people associate with the massive global jeans market. The enduring appeal of these blue icons which were originally put together for Californian goldminers is the fact that they combine comfort, durability and style at prices to suit every pocket. People with only modest budgets can buy basic pairs of jeans either online or in the High Street at historically low prices. They may not carry a well know name but they are rugged enough to do the job. Those able to pay average prices can expect to secure one of the big, reliable jeans brands while those with deep pockets can opt for one of the top designer names. In recent years the women’s jeans market has grown to rival the men’s market in size and importance and it’s no wonder that many of the biggest women’s designer labels can now be found on individual pairs. Who would have thought that jeans which were once mainly just worn by cowboys and builders now grace top women’s clothing emporia such as Harvey Nichols and Armani carrying price tags up to £ 200 a pair.

Statistics on Jeans • Nearly eight in ten (78%) people wear a favourite pair of jeans until they wear out. These wearers are biased towards women and older consumers aged 45 -54. • Women are more than twice as likely as men (64% vs. 29%) to find it difficult to get jeans to fit them properly. • Over half of consumers (56%) believe that cheap jeans can look just as nice as expensive ones. This attitude peaks among women and under-25 s, but is not an opinion shared by designer jeans buyers • Women are more likely than men to look for the jeans styles that are in fashion, such as skinny cuts, (45%) while men are less fashion-led and are uninterested in buying trendy styles.

Information • • Levi's, thanks to its attention-getting Curve ID jeans campaign, now tops the list of popular denim brands on Facebook with more than 1. 6 million fans. Its new denim fit system, launched over the summer, is based on a woman's body shape instead of her size. The company performed body scans of 60, 000 women around the world and identified three main body types -- "slight curve, " "demi curve, " and "bold curve" -- which the company says fit 80 percent of women. Since July 2010, the all-American brand has topped the list of most-followed denim labels on Facebook. Also on the list this week are Diesel, Guess and Wrangler Western. Brands targeting younger customers such as Miss Sixty and Miss Me follow suit. Here is the list of most-followed jeans brands as ranked by Stylophane: 1) Levi's (1, 680, 377 fans) 2) Diesel (552, 368 fans) 3) Guess (459, 938 fans) 4) Wrangler Western (174, 228 fans) 5) Miss Sixty (172, 380 fans) 6) Guess by Marciano (132, 801 fans) 7) Mavi Jeans (117, 691 fans) 8) Miss Me Jeans (117, 414 fans) 9) True Religion Brand (117, 147 fans) Divided into four categories (Platinum: more than 100, 000 fans, Gold: 10, 000 - 100, 000, Silver: 1, 000 - 10, 000, Bronze: 10 - 1, 000), Stylophane's rankings are updated daily (and expressed in graphs), and new brands can be added upon request.