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Article: LIZ CLAIBORNE'S INTIMATE BRANDS PLAN.
- Article from:
- WWD
- Article date:
- June 30, 2003
- Author:
CopyrightCOPYRIGHT 2003 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Liz Claiborne Inc. and its new licensing partner for intimates are developing an aggressive multibrand, multichannel strategy for next spring.
The plan for 2004 focuses on three brands: the Liz Claiborne misses' and Liz Claiborne Woman full-figure labels for better department store distribution at more than 2,000 doors, and the Villager label for promotional department stores such as Kohl's and Mervyn's. Distribution currently is slated for North America, but the international marketplace is being explored as well.
This ambitious plan is only the tip of the iceberg, said Barbara J. Friedman, president of licensing at Liz Claiborne, who said ...