LEE JEANS X GRADUATE FASHION FOUNDATION MARKETING & COMMUNICATIONS COMPETITON Prize: A 2-week paid internship at Kontoor Brands EMEA HQ in Antwerp BACKGROUND Lee®, a Kontoor Brands brand, has been a pioneer in purposefully designed denim and casual apparel for more than 130 years. As an iconic American brand, Lee's heritage is filled with fashion firsts marked by innovative fits, era-defining silhouettes, and legendary details in styles for men, women and boys. Lee's youthful energy, unrelenting optimism and fearless confidence have created generations of brand loyalists across the globe. Lee wants to focus its new collection around diversity and inclusion, targeted to Gen Z on Lee.com, reimagining the quintessential elements that make Lee legendary. This digital-first collection aims to attract new brand fans with our iconic products – denim jeans, jackets & shirts. Denim and youth culture have always gone hand in hand. THE CHALLENGE We would like you to develop a fully integrated concept that shows us how we could build a campaign around this collection to engage the Gen Z consumer in the UK Market, whilst clearly showing who we are as a brand and what we stand for. For this to be a fully integrated concept it is important that all elements of our brand communications are taken into account, below are a few important channels to consider when bringing your ideas to life: ▪ Market Place Analysis: How are our competitors connecting with this audience ▪ Consumer: Who is the Gen Z consumer and how can we successfully connect with them? Which are their expectations? ▪ Media Plans: What’s the role of social and other channels in communicating your idea, which plan to execute? ▪ Store Environment: How does your idea come to life within Retail, Wholesale, Ecommerce ▪ Experiential: How and where these ideas can come to life Related Links http://www.lee.com WHO: Open to all BA students from Graduate Fashion Foundation Member Universities who are on a course registered under membership with GFF – Any year group can apply (if in doubt ask your tutor) PRIZE: A 2 week paid internship at Kontoor Brands EMEA HQ in Antwerp (Belgium) (incl. travel expenses and stay in Belgium) in the period June – August 2021. In the event that travel restrictions do not allow the internship to take place a cash prize of £500 will be made available. WORK REQUIREMENTS: You will need to provide: ▪ Your proposal in a PDF presentation format ▪ No larger than 10MB ▪ No longer than 25 slides maximum ▪ All entries will be viewed by the judging team IMPORTANT DATES: The deadline to submit your entry is midnight on Monday 25th January 2021. Submit via the entry form: https://forms.gle/4pEfimdpzCzfHciZ6 ▪ All entries must be submitted as one PDF no larger than 10mb ▪ Please ensure you include the entrants full name, university, course and personal contact details ▪ Submissions can only be made by a University Tutor and not by a student directly. Please discuss your submission with your tutor. ▪ Late entrants will not be included in the selection process. Terms & Conditions: Content Assignment and Release Form This Content Assignment and Release Form (“Form”) is made as of 6 November 2020 (“Effective Date”) by the Participating Student (“Participating Student”). WHEREAS (A) Kontoor is a leading international denim apparel Company – world-wide through its mother Company Kontoor Brands Incorporated – with a full range of denim products and a diverse brand portfolio (including brands like Lee®, Wrangler® and Rock&Republic®); (B) Participating Student is participating in the INDIGOOD COMPETITION or LEE JEANS COMPETITION as organized by Kontoor and Graduate Fashion Foundation; and NOW, THEREFORE, the Parties agree as follows: 1. The Participating Student has created or generated and provided, or will create, generate and provide to LeeWrangler Belgium Services BV, with registered address at The Link, Posthofbrug 2 – 4, 2600 Berchem, Belgium (“Kontoor”) works, achievements, creations, studies, researches, performances, inventions, patterns, sketches, artwork, production samples, documents, audio, visuals, audio-visuals, texts and/or any other materials, during his participation to the Competitions (“Work”). 2. The Participating Student hereby grants and assigns to Kontoor, including its officers, directors, agents and employees, parents, affiliates and subsidiaries and all persons acting under their permission or authority all intellectual property rights and ownership rights in and to the Work (“Transfer”). The Transfer is done in its most complete scope, i.e. for all methods and means of exploitation of the Work, for the entire duration of the respective rights and for the whole world. Parties acknowledge that the Transfer is done free of charge and that Kontoor must not pay any compensation to the Participating Student for the Transfer. 3. Further, the Participating Student acknowledges, agrees, represents and guarantees the following: 3.1. The Work is a new original and artistic design, both in concept and content, created by the Participating Student and has not been copyrighted, reproduced, published or used in any manner prior to this sale. 3.2. The Work has not been derived from any source or reference any other than the Participating Student’s own experience and imagination. Any tangible materials containing inspiration, if any, related to the Work has been provided to Kontoor. 3.3. Reproduction, sale or use of this Work by Kontoor will not constitute an infringement of the rights of any person or persons in the Work both within or outside the textile field. 3.4. Kontoor, the purchaser, is hereinafter the exclusive owner and proprietor of all rights, title and interest in and to the Work, including but not limited to the right to make alterations to or derivatives of the Work. 3.5. The Transfer includes the right for Kontoor to ensure adequate protection of any of the said rights in the Work. In this respect, the Participating Student undertakes to provide Kontoor, if necessary, with all the help to obtain the respective right and/or legal title. 3.6. The Participating Student has the right to execute this Form. 4. The Participating Student agrees that it will not hold Kontoor responsible for any liability resulting from the use of the Work in accordance with the terms hereof, including what might be deemed to be a misrepresentation of the Participating Student or any of the Work due to distortion, optical illusion or faulty reproduction which may occur in the finished product containing the Work or for any claims based on copyright infringement, trademark infringement, disparagement, slander, right of privacy, right of publicity and/or defamation. 5. Participating Student hereby commits to defend, indemnify and hold harmless Kontoor, including respective employees, contractors, officers, directors, and agents from all liabilities, claims and expenses, that arise from a breach of any provision of this Form. 6. No waiver, modification or additions to this Form shall be valid unless in writing and signed by Kontoor and Participating Student. 7. This Form shall be binding up on Participating Student and its heirs, legal representatives, and assigns. .