JCP rolls out Liz Claiborne brand

10 Aug '10

3 min read

Reinforcing its commitment to being the nation's headquarters for the most recognized and sought after brands, J. C. Penney Company, Inc. announced the launch of Liz Claiborne, making the Company the exclusive department store for all Liz Claiborne and Claiborne branded merchandise in the United States and Puerto Rico.

Available in JCPenney's more than 1,100 stores and jcp.com, Liz Claiborne will be presented as a full lifestyle collection across approximately 30 categories -- including women's and men's apparel, home and accessories -- providing customers a substantially expanded Liz Claiborne offering at more accessible prices than ever before.

"The launch of Liz Claiborne at JCPenney represents an incredible opportunity to deliver a brand we know our customers desire, with an expanded offering that reflects the value and affordability they expect from JCPenney. Additionally, being the exclusive destination for Liz Claiborne will allow us to attract the brand's loyal customers who were shopping for the brand elsewhere," said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney.

"While we have had great success in bringing our own private brands to market, our strength lies in having a balance of existing brands with strong recognition and appeal -- for which there is no better example than Liz Claiborne."

In a recent brand awareness study, JCPenney customers made it clear that Liz Claiborne is a brand they want, receiving higher total awareness scores than any other brand of women's apparel. JCPenney also found that customers have a high likelihood to purchase Liz Claiborne and recommend the brand to family and friends.

In fact, Liz&Co. and CONCEPTS by Claiborne brands, launched at JCPenney in 2007, have consistently been JCPenney's strongest exclusive brand performers. With the exclusive introduction of the flagship Liz Claiborne and Claiborne brand at JCPenney, Liz&Co. and CONCEPTS by Claiborne have been discontinued.

As part of its strategic agreement with JCPenney, Liz Claiborne Inc. will be responsible for designing the merchandise while JCPenney will source, merchandise and market the brand. JCPenney's industry-leading sourcing, planning and allocation capabilities make it possible to deliver the Liz Claiborne and Claiborne merchandise at the most compelling price points ever offered -- without compromising the design and quality customers have come to expect from the Liz Claiborne brand.

The Liz Claiborne and Claiborne Collections:
Liz Claiborne women's and Claiborne men's merchandise will begin rolling out in August 2010 and Liz Claiborne home merchandise will join JCPenney's assortment in January 2011. The brand will fall into JCPenney's "better" and "best" pricing tiers. JCPenney's ability to create meaningful assortments in key lifestyle areas makes it the perfect home for Liz Claiborne and Claiborne.

JCPenney will present cohesive and focused Liz Claiborne and Claiborne statements on the selling floor -- as well as on jcp.com -- giving the customer a visual representation of complete, head-to-toe looks and making it easier than ever to shop the entire brand in one destination.

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