Liz unveils branding strategy; JCP to carry Claiborne Line

09 Oct '09

5 min read

The commitment, the connection to the consumer and the brand stewardship JCPenney has brought to the table have been nothing short of outstanding. I have often talked about the need for strategies that allow companies to 'win with the winners' and this strategic alliance with JCPenney turns those words into action. By simplifying our model and working with them as our exclusive department store partner, we can reach the consumer and profitably manage the future of this iconic brand."

Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney said: "Liz Claiborne is one of the most recognized brands in the history of American apparel retailing with a deeply loyal following, and our research shows that it is among the most desired by the JCPenney customer. In capitalizing on each of our strengths, this agreement brings huge benefits to both companies by giving our customers a substantially expanded Liz Claiborne offering at a more accessible price point than ever before."

Liz Claiborne New York, Designed by Isaac Mizrahi, Moves to QVC
Liz Claiborne Inc., in collaboration with Isaac Mizrahi, announced that it has entered into an agreement to offer the prestigious Liz Claiborne New York line on QVC, one of the world's leading multimedia retailers, beginning with Fall 2010 merchandise. Under the agreement, Isaac Mizrahi will design the line of premium apparel, accessories and home products; QVC will merchandise and source the product, with Liz Claiborne Inc. providing brand management oversight. Liz Claiborne New York will exit the department store channel completely after Holiday 2009.

Additional highlights of the QVC deal include:

• QVC has the rights to use the Liz Claiborne New York brand with Isaac Mizrahi as creative director on any apparel, accessories, or home categories in their U.S. and international markets.
• Liz Claiborne New York product at QVC will have higher-end styling and quality.
• The multi-year agreement has renewal rights.
• Liz Claiborne Inc. receives royalty on net sales.

Regarding the move to QVC, Mr. McComb said: "In order for us to fully capitalize on the Liz Claiborne New York brand's vast equity with consumers, we needed to find a more productive distribution strategy. Given QVC's rich, brand-enhancing selling environment and its extremely consumer-centric culture, as well as its recent announcement to support the launch of the comprehensive lifestyle collection IsaacMizrahiLive!(TM), QVC is ideal for Liz Claiborne New York. I am excited to think that Isaac Mizrahi and Liz Claiborne New York will play a major role at QVC as they become one of the great success stories of the next decade."

Isaac Mizrahi said: "The opportunities for the Liz Claiborne New York brand inherent in this new distribution strategy with QVC are thrilling for me. It affords us the ability to elevate the brand and effectively balance the collection so that we are able to maximize its sales potential. It is exciting for me to link my relationship with Liz Claiborne and my relationship with QVC, together we will revolutionize the way a brand builds and provides a direct voice to the customer."

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