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Article: Liz Claiborne gets dressed for success: the apparel company stitches together a new strategy to attract hard-pressed consumers.
- Article from:
- U.S. News & World Report
- Article date:
- February 26, 1996
- Author:
CopyrightCOPYRIGHT 1996 All rights reserved. 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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When Liz Claiborne executives and designers went fabric shopping in London last October, they fell in love with zippers. High-tech, silver zippers with a matte finish. And they wanted them for the 1996 spring line, deadlines be damned. Within hours, Nisa Nellin, head designer for Liz & Co., one of the company's top sportswear lines, was faxing freshly reworked sketches to New York. They were quickly approved and sent to the mills in Asia. Retail buyers loved the look of the newly created "Zip It Up" line, which they've been pulling into stores ever since.
This incisive, last-minute activity wasn't possible at Liz Claiborne two years ago, when an unwieldy bureaucracy ...