Liz Claiborne Fashions Will Be Found in JCPenney Stores

Tuesday 06th of October 2009 02:30:39 AM

Liz Claiborne Fashions Will Be Found in JCPenney Stores

A US conglomerate that sells several different brands of clothing has cut a new deal as part of its streamlining plan. Liz Claiborne has decided to sell all of its brands and merchandise in JCPenney stores in order to increase its sales. Liz Claiborne brands Liz&Co and Concepts by Claiborne have been sold in Penney’s since 2007. The new agreement expands the Liz merchandise lines to be offered for sale by JCPenney.

Liz Claiborne sells 30 different types of merchandise. The new agreement makes JCPenney the exclusive seller of Liz brands. Liz company executives expect this to take Liz from a net operating loss to a profitable position at some point in 2010. The Liz Claiborne company is also making a change in the distribution of the Liz Claiborne New York brand. The brand designed by Isaac Mizrahi will be sold through GVC which is a merchandising operation that sells on television.

Liz Claiborne has sold upper end fashions from sweaters to dresses for many years, but the company was having trouble before the recession began. The Liz brands sold in JCPenney stores will be labeled as affordable better or best clothing.

The CEO of Liz Claiborne, Inc. is William McComb. He said, "There are few brands, across the American landscape, with the history, cultural significance, and consumer credentials as the Liz Claiborne brand. Today, we've taken bold steps that honor this amazing heritage. After two very successful years partnering with JCPenney, we decided it was time to take it to the next level. 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."