Private Brand Never Looked So Good: Liz Claiborne Exclusively at JCPenney

Reinforcing its commitment to being the nation’s headquarters for the most recognized and sought after brands, J. C. Penney Company today 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. This ground-breaking agreement combines the best of Private Brand, exclusive brands and national brands to create a true point of differentiation. 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.

Providing women an assortment of classic, versatile sportswear pieces, the Liz Claiborne collection also includes handbags, fashion jewelry, watches, sleepwear, outerwear, swimwear and accessories. Liz Claiborne customers can also find an assortment of timeless pieces for the home including bedding and luggage. Providing the modern man a collection of fashion basics complemented with updated separates, the Claiborne collection includes casual sportswear along with suits, suited separates, sleepwear, outerwear, footwear and accessories.



Facebooktwittergoogle_plusredditpinterestlinkedinmail
Previous articleShoppers Save More With Private Brand This Summer
Next articleTarget Room Essential TV Campaign
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.