Brand Tone

classic, confident, youthful, and casually stylish, energetic and positive

Brand Values

• •Quality and Durability
• •Authenticity and Heritage
• •Style and Innovation
• •Self-expression and Confidence
• •Inclusivity and Connection

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of the Lee Thailand voice (e.g., confident, inspiring, authentic, casually cool) with do's and don'ts for copywriters.
• •Use Storytelling: Share the heritage of Lee, the inspiration behind collections (especially Thai-specific ones), and stories of individuals embodying the "Move Your Lee" spirit.
• •Consistent Vocabulary & Phrasing: Utilize a core set of keywords and phrases that resonate with the brand's values like "quality," "innovation," "style," "confidence," "authentic," "move," "discover."
• •Engage with an Active Voice: Use strong verbs and an active voice to convey energy and confidence. For example, instead of "These jeans are loved for their comfort," try "Experience the comfort of Lee jeans."
• •Tailor to the Platform, Maintain the Core: While the expression might vary slightly (e.g., more playful on TikTok, more polished on the website), the underlying confident, stylish, and authentic tone should remain consistent across all communication channels.

Social Perception

reliable and well-established denim brand offering good quality jeans, a go-to brand for classic denim styles but also one that keeps up with current fashion trends. Recognition for its strong appeal to Chinese tourists due to pricing and specific design preferences in the Asian market.

Copy Examples

• •Own Your Story. Live in Lee.
• •Crafted for Today, Inspired by Tomorrow. Lee Jeans – Style That Moves With You.
• •From Sunrise to Streetlights. Your City. Your Rules. Your Lee.
• •Beyond the Trend. Beyond Compare. Discover the Perfect Fit with Lee Thailand.
• •Unmistakably Lee. Authentically You. #LeeJeansTH