Liz goes Private Brand at JC Penney

liz claiborneMiddle America retailer JCPenney announced this week a 10-year agreement that converts one of the great brands of the 1980’s to an exclusive JCPenney Private Brand. In the agreement, Liz Claiborne will become a design house for the brand, while JCP will source, manufacture, market and retail the brand. This article from the New York Times gives more details.

Liz Claiborne to Be Sold Only at JCPenney Stores

For years, consumers could wander into the likes of Macy’s, Dillard’s, Belk and Bon-Ton and pick up a sweater or skirt that bore the name of the classic American sportswear brand Liz Claiborne.

Goodbye to all that.

Liz Claiborne, the clothing company founded in 1976, said on Thursday that next year, Liz Claiborne-branded merchandise would be sold exclusively at JC Penney. The lone exception is the Liz Claiborne New York brand, designed by Isaac Mizrahi, which will be sold only on QVC, the television-shopping network.

The changes represent a radical departure for Liz Claiborne. In the future, the company will spearhead the design process of Liz Claiborne merchandise, but it will not procure, produce, market or distribute the merchandise. Rather, J. C. Penney will do all of that. New merchandise should begin hitting the shelves (and the airwaves) next autumn.

Read the entire article.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.