Lee Cooper puts past behind it

NATIONAL: Denim label Lee Cooper is set to make a dramatic return to the Australian marketplace a decade after taking early retirement.

Originally founded as an industrial workwear label in the United Kingdom, the brand was sold into Australia until the mid 1990s when poor decision making saw the label's reputation tarnished.

But now - strengthened by the appointment of several key staff internationally as well as the brand's timely 100th birthday celebrations - the label is hopeful of a successful relaunch.

Targeted at men and women aged between 18 and 35, the denim label is aiming to position itself alongside competitor labels G-Star, Lee, Wrangler, Mavi, Levis and Industrie.

Lee Cooper Australia managing director Kent Ewer said the timing of the relaunch was significant with the label already sold across 70 countries.

The brand had worked hard to ensure its past experiences in the Aussie market were not repeated, he said.
"It was mishandled and ended up in the discount market whereby cheap Chinese denim was used and the successful formula of Lee Coopers denim quality and fit was not followed. [Since then there has been] a total restructure of the Lee Cooper company internationally which has brought in the ex heads of Esprit, Levis, Puma and Ben Sherman. The 100 years is certainly a big launching vehicle as well," Ewers said.

Featuring more than 100 pieces, the international range is substantial however the range available in Australia will be tailored specifically to ensure the styling is appropriate for the Southern Hemisphere climate.

Manufactured in Tunisia and China but using Italian fabrics, the brand will be available in men's sizes 28 to 42 and women's sizes 26 to 38 and will include jeans, skirts, pants, dresses, knit tops and shirts. Retail price points will range from $60 for a top to $300 for a jacket.

Having worked hard to align itself with the international music scene, the denim label's relaunch into Australia will be supported by a multi-pronged marketing promotion. With a viral marketing campaign on social networking site myspace already up and running, the label has also been named as the major sponsor for St Jerome's Laneway Festival in Adelaide, Melbourne, Brisbane and Sydney.

The brand, named after the wife of founder Howard Cooper, also intends putting sponsorship money toward "young indie bands" in an attempt to enhance its brand awareness among its target consumer.

ByTracey McEldowney