Regular blog readers will recall my Open Letter to Lee Jeans in December. I’m happy to report I’ve heard back from Missy at Lee Jeans, who assures me “mom jeans” are a thing of the past. Hurray! Seams like times are a changing for the better all the time!
Hello Margo!
I am actually the brand manager at Lee Jeans. First, thank you for your letter. Sorry it took me this long to find you on the Web site and post a reply. I’ll zero in on you for your reply to this….
So here goes: I’ve actually got some pretty good stuff to share with you! Here at Lee, we really do listen to our consumers. I think you’ll find some of our new products reflect that we listen, we understand what women (over 30) need and want…and that we are really improving our products.
The first bit of good news….in the last 3 years, Lee has gone through a massive brand refocus. Our female target consumer is the 30-50 year old women. We are not trying to play in the crowded teeny-bopper or 20 something market. The majority of women in the 30-50 year old range are mothers—this means that their bodies have changed, their need for fit solutions is heightened, and their “share of wallet†has changed–but their desire to look and feel attractive is intact.
Lee has a huge database, filled with the actual body dimensions of REAL women in this age range. We have used this data and countless fit sessions to develop Fit Solutions: REAL jeans that flatter and are comfortable. But we haven’t forgotten that Mom still wants to look stylish and updated. AND we understand that most folks with families don’t want to pay $100+ for a great fitting stylish pair of jeans. So we offer value to boot. I like to think of the Lee brand as the Trifecta of jeans: They are comfortable and fit, they are stylish and updated and they don’t cost you an arm and a leg!!
I mentioned Fit Solutions. Our research has found that women 30-50 have 2 big requests—one is to look slimmer, and the other is to be more comfortable. So we offer two exciting collections out there.
First, our Lee Natural Fit Jeans are designed to flatter a woman’s figure and Instantly Slim You. The rise is at or slightly below the waist. (Belly Buttons can stay anonymous!!) Knowing many women wish to trim their tummies, the jeans have a soft but supportive tummy panel built in them to flatten your front and provide a trimmer silhouette. The leg seams are also moved forward slightly to make the thighs appear longer and leaner. We use premium stretch denim which is comfortable and not restrictive. Lastly, the jeans come in today’s darker washes (with updated details like hand sanding) to give you that slimmer appearance.
We have also recently launched the Comfort Waist Jean. This jean is at waist and designed for the woman who loves comfort–but still wants to look good. We’ve put an innovative (but invisible) flex waistband in them so they totally move with you. Premium stretch denim adds to the comfort and flex of the garment. We’ve used updated colors, finishes and styling details so that “mom jeans†are simply a thing of the past. In particular, we’ve paid attention to pocket size and placement so as to flatter the ol booty. These jeans feel as good on as they look.
Thanks for your letter. We are really trying here at Lee to make jeans for the real American woman. Comfort, fit, style and value are hallmarks we focus on daily. We offer some great values online…check out http://www.lee.com. A great pair of jeans should be affordable!






