The Lee and Wrangler parent company upped its outlook of the year, but its CEO is well aware of the tougher business environment.
after being part of the much-larger VF, where the focus was on powerhouse brands like The North Face. Now the company is investing in brand.
Lee launched the Lee Originals equity campaign last year and also partnered with influencers “that sparked heightened brand awareness from SoHo to London to Shanghai,” Baxter said. The brand will also be sponsoring the Bonnaroo music festival in June. In the interview, Baxter said that work on image — as well as investments to build the digital business — leave the brands in good stead.
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