Liz Claiborne sees new JC Penney distribution

American conglomerate Liz Claiborne this week announced steps to revitalize the Liz Claiborne brand franchise and to significantly alter its earnings trajectory. The company entered into a long-term licensing agreement with J. C. Penney Company under which JCPenney will become the exclusive department store destination for all Liz Claiborne and Claiborne branded clothing and accessories in the USA and Puerto Rico.

The other strategy is moving the distribution of the Liz Claiborne New York brand designed by Isaac Mizrahi to QVC. As a result of these agreements, the company expects the Liz Claiborne wholesale brand franchise to swing from a meaningful adjusted operating loss in 2009 to a targeted adjusted operating profit in 2010.

The Liz&Co. and Concepts by Claiborne brands, launched at JCPenney in 2007, have consistently been among JCPenney's strongest exclusive brand performers, reflecting the appeal of the Liz Claiborne brand to the JCPenney customer.

With this agreement, all Liz Claiborne merchandise at JCPenney - which will include approximately 30 merchandise categories - will now be sold in JCPenney's highly affordable better/best pricing category. Liz Claiborne Inc. will lead the design process, JCPenney will be responsible for sourcing, production, marketing and distribution and they will together merchandise the brand.

Commenting on the JCPenney strategic partnership, Liz Claiborne Inc. chief executive officer William L. McComb said: "There are few brands, across the American landscape, with the history, cultural significance, and consumer credentials as the Liz Claiborne brand. Today, we've taken bold steps that honor this amazing heritage. After two very successful years partnering with JCPenney, we decided it was time to take it to the next level. The commitment, the connection to the consumer and the brand stewardship JCPenney has brought to the table have been nothing short of outstanding. I have often talked about the need for strategies that allow companies to 'win with the winners' and this strategic alliance with JCPenney turns those words into action. By simplifying our model and working with them as our exclusive department store partner, we can reach the consumer and profitably manage the future of this iconic brand."

Myron E. Ullman, chairman and chief executive officer of JCPenney said: "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. 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."

Image: Liz Claiborne logo