ROCK HAS moved into the
Canadian fashion scene with
the release of a three minute
rock video.

A national first, the video
is produced to highlight the
introduction of a new fall
fashion concept by Lee
Canada.

Designed for use in hun-
dreds of stores where Lee
products are sold throughout
the country, the video has an
open ended story line from
which the viewer can make
his or her own interpreta-
tions. The visual and musical
imagery is designed to evoke
a carefree sensual fecling
embodied in the current fall
campaign slogan ‘‘Let
yourself go Sensual-Lee”’.

The rock video was pro-
duced after investigation of
Lee's primary target age
group, the 16-24 year-old
market, and a study of cur-
rent rock videos.

In 1984 Lee decided to

emphasize fashion as a way.

to strengthen sales within a
declining blue jean market.
The direction proved suc-
cessful and Lee has had to
double production to meet
the demand for the spring
85 line. Now the company
has moved several steps fur-
ther and is planning to in-
crease manufacturing capac-
ity at the North Bay factory
by 50 per cent to cope with
the expected demand.

For fall 1985 Lee has in-
troduced a new merchandis-
ing concept that will cater to
differing consumer tastes by
segmenting them according
to fashion preferences. Each
group in the fall line will!
have a cross section of fash-
ion influences: essentials,
moderate, medium and high.

Essentials are the basic
blue jeans, sweats and jean
jackets.

Mocerate is for the rela-
tively conservative consumer
making the first. move up to
the world of fashion.

Medium offers a range for
the consumer who is more
aware of what is happening
in today’s fashion market.

High is for the consumer
who invests heavily in new
clothing and wants to make
a definite fashion statement.

Additionally there is total-
ly’ coordinated grouping

18 - Sunday, June 23, 1985 - North Shore News

Video merges with

throughout the line to meet
the needs of Canadians who
want: one-stop shopping.
This has been achieved
through the development of
pants and jackets in_ the
same fabrics and colors,
matching sweatshirts and
sweaters and yarn dyed
shirts that pull every color

& washable.

N. Park Royal
922-9650

Every Wednesday 8-10pm
* Specials ¢ Ballons
© Door Prizes
Featuring 3 male strippers,
this week with Sonny Jo, Travis &
Eric

. SPECIAL LADIES NIGHT.
~ THURS.; JULY i ‘DOUBLE.

142L lonsdale « north van *.988:5010:

Attractive, portable
beverage carriers for six of
one or half dozen of the
other. Maintains chilled

temperature, Lightweight 89 4%

story together.

The fashion intensity
levels refer only to bottoms.
All tops are suitable for any
fashion level and all jackets,
shirts, sweats and vests have
unisex sizing.

The line, in addition to
essential blue jeans and jean
jackets features six fashion

The Sipper
‘Insulated to keep hot
or cold for hours.
Holds 23 oz., Licht-

weight with ca:zying $13”

strap. Pop-up straw!

Travel Tumbler
Ideal for coffee on the

tant. Double wall insulation

Cool Carrier

Carries lunches, picnics or
six-packs, Keeps food

fresh & drinks cold for | 4% .

school or outdoor events

way to work. Spill-
proof! Impact resis- $Q95

groups:

New Blues with pants and
jackets in 12 oz. stonewash
denim, yarn dye shirts in
tartan red and fleece sweat-
shirts and vests available in
the four tartan colors.

Crinkles with pants and

Ses Fashion
Page 19

Richmond Centre
276-2606

It's the all new Ladies Night at Whispers ...
with fabulous MC,Coleen, starting Wednesday, June 26

& BOOTS
2671 E. Hastings St. 255-0317

fashion SS.8.. 70a

Biggest Display of Ladies
Fashion Shoes
¥ a OVER 1500 PAIRS TO CHOOSE FROM

Oe Serve Racks, Shoes & Handbags
. ALL AT DISCOUNTED
W PRICES

DISCOUNT SHOES

Be Water Wise. Play it Safe.
—ESEE——EEE———E———— ES

Boating and alcchol ate a deadly mix.
50% of all boatiig accidents involve alcohol.

hs Thee Coat eachaers Revd sass Scaty

i|looks|

brings you a super
summer sale

20-50%
off

Good Looks now offers
colour and fashion |
consultations with

Joan Pilkington.

Call for an appointment.

GOOD LOOKS

120 East 15th St., open

seven
Vancouver
North days a

980-1414 week