Lee Case Study

Lee is an American brand of denim jeans, first produced in 1889 in Salina, Kansas. The company is owned by Kontoor Brands, a spin-off of VF Corporation’s Jeans wear Division. Its headquarters is currently in Merriam, Kansas, just outside Kansas City, Missouri.

The main goal of the new site was to create an experience that helps Lee shoppers find the jeans that are right for them through custom fit tools and a streamlined navigation.

The highlight of the redesign was the introduction of the all-new Fit Finder. This tool allows shoppers to find a pair of jeans that fit as if they were custom. Consumers are asked a few quick questions about how they like their jeans to fit in the waist, thigh, and seat; then the Fit Finder recommends the perfect fit. The Fit Finder lets shoppers save their Fit Profiles, saving them time when they come back to the site, and letting the Lee team customize marketing messages and style recommendations to each individual shopper on a one-to-one basis.

A new parametric navigation lets shoppers narrow down their pants selection by a variety of product attributes, from rise and inseam to color and price. Shoppers can create their own custom category view – seeing all low rise, dark-colored jeans in size 6, and between 30-35 dollars, for example. This parametric category filtering helps shoppers find what they’re looking for more quickly, increasing their satisfaction with their Lee.com experience. In addition, the team further streamlined the shopping process by implementing a single page checkout, giving shoppers the ability to quickly and easily move through the checkout process.

The Zobrist team of ecommerce consultants worked closely with the team at Lee to make their online vision a reality. Says Kris Aldridge, the project manager at Lee:

“We really enjoyed working with the team at Zobrist – they found effective solutions to complex design problems we were facing, and delivered our project on time and on budget.”

The Lee.com site is an HCL Commerce implementation featuring today’s technology. Working with the design firm Olson, Zobrist Consulting used Flash and Javascript to create a more tangible shopping experience in the online environment, but also created non-Flash and non-Javascript versions to help with SEO rankings and to support a broader range of shoppers.

One-to-one marketing recommendations based on customer behavior

Streamlined checkout leads to increased conversion

Higher customer satisfaction with shopping experience