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    An official with a rival jeans brand says Lee needs a big campaign. "It hasn't had one in a while and it is thriving on brand recall. It needs to shore up the equity as more international labels such as Diesel are expected to test the waters here," he says. SF Jeans, which marked the industry leader Madura Garments' recent foray into jeanswear, is slated to come out with a megabucks campaign in mid-June across eight channels with over Carton Of Marlboro Red 100S 1,500 spots.

    Mehta and team expect Lee to keep ticking as the market leader at the premium end even as they attempt to erase the underperformer tag from the rest of its portfolio. He says Newport will redeem itself as its monthly sales are expected to cross one lakh pieces by around August this year, perhaps a throwback to its heyday in the late '90s. "When we entered Big Bazaar with Ruf 'n Tuf in March this year, we had projected sale of one lakh pieces within six months. The current indications make us stand by that projection," he adds. Despite an image and merchandise overhaul, Wrangler, the other premium jeans, also licensed from VF Corporation, needs to perform better, while Flying Machine, the semi-premium denim, still has unresolved identity and distribution issues.

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