Liz Claiborne Inks Exclusive Deals With JCPenney and QVC
JCPenney, the proud new home of Liz Claiborne and Claiborne brands. Photo: Spencer Platt, Getty Images
Starting next year, the Liz Claiborne and Claiborne brands will be sold exclusively at JCPenney stores and jcp.com in the U.S., while the Liz Claiborne New York label, designed by Isaac Mizrahi, will cease being sold in department stores all together and will only be sold on QVC.
The JCPenney deal will run for 10 years, starting in August 2010, and will include the launch of a full lifestyle collection covering approximately 30 categories -- including men's and women's apparel, shoes, accessories and home -- under the Liz Claiborne and Claiborne names, and at more affordable prices.
"Liz Claiborne is one of the most recognized brands in the history of American apparel retailing with a deeply loyal following, and our research shows that it is among the most desired by the JCPenney customer," Mike Ullman, the CEO of JCPenney, said in a official statement.
"In capitalizing on each of our strengths, this agreement brings huge benefits to both companies by giving our customers a substantially expanded Liz Claiborne offering at a more accessible price point than ever before."
As for the Mizrahi-designed Liz Clairborne New York label, it will debut on QVC for Fall 2010, with a multi-year agreement for a line of premium apparel, accessories and home products that will be merchandised and sourced by QVC.
"Given QVC's rich, brand-enhancing selling environment and its extremely consumer-centric culture, as well as its recent announcement to support the launch of the comprehensive lifestyle collection "Isaac Mizrahi Live!" [QVC's new Mizrahi-hosted program], QVC is ideal for Liz Claiborne New York," Liz Claiborne CEO William L. McComb said in a statement.
"I am excited to think that Isaac Mizrahi and Liz Claiborne New York will play a major role at QVC as they become one of the great success stories of the next decade."
Mizrahi also has high hopes for the QVC deal. "It affords us the ability to elevate the brand and effectively balance the collection so that we are able to maximize its sales potential," he said in a statement.
"It is exciting for me to link my relationship with Liz Claiborne and my relationship with QVC, together we will revolutionize the way a brand builds and provides a direct voice to the customer."
As we've previously reported, Mizrahi isn't the only high-end designer -- or celebrity -- looking to the mass reach of QVC and HSN to boost exposure and sales.
Badgley Mischka, Molly Sims and Fran Drescher all have HSN lines coming out, while the always entertaining Rachel Zoe is bringing her collection of faux furs to QVC.
So what do you think of Liz Claiborne's new deal? Do you plan on doing more of your shopping on QVC and HSN?
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Pamela, 10-09-2009, 2:13PM
QVC and JC Penny are good venues for Liz Claiborn.
Now affordability is available to me?
Liz and Liz Claiborn are/is quite a classy offering for any woman with taste.
Pamela S
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