The 23-metre tall billboard displays of Lee 101-Z jeans will be the first such ads in China, Lee officials said - adding that the company is taking a giant jeans step ahead of its major competitors, US-based Levi Strauss & Co and Wrangler.
Last year, Lee put up the world's first giant pair of denim jeans in Hong Kong. The huge pair of trousers were displayed on route to Hong Kong through Europe, North America, Australia and South Korea. The company held a "Lee's Fun Photo Competition" to promote their products. Similar events are expected to be held in China after the colossal jeans arrive in Beijing. The tall jeans will spark a promotional campaign from Lee, which selected 36 university students from the US, the Chinese mainland and Taiwan, Macao and Hong Kong to formulate a marketing strategy for positioning Lee jeans in the Chinese market.
Copyright September 1996, Crain Communications Inc.