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Liz Claiborne Changes Brand to Fifth & Pacific | Business

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Liz Claiborne Changes Brand to Fifth & Pacific
Liz Claiborne Changes Brand to Fifth & Pacific

Liz Claiborne has been an iconic fashion brand since 1976 it sold directly to consumers all over the world in close to 400 retail formats, 625 concessions, 336 outlets and 13 e-commerce sites. Its brands were available in over 30,000 retails locations globally. On May 15, 2012 Liz Claiborne will be changing its brand to Fifth& Pacific Cos. The new brand will focus more on upscale consumers with disposable income drawing its inspiration from New York and California. The company sold its Liz Claiborne brand to JCpenny’s in 2009 and merchandise from the Liz Claiborne brand began to appear in the stores exclusively in August 2010. The company will official be Fifth&Pacific Cos and on May 15 and will also rename its New York Stock Exchange ticker symbol to FNP.

“While it’s difficult to replace an iconic name like Liz Claiborne, we believe that Fifth & Pacific Companies telegraphs who we are today”, said CEO William McComb. Its new company website will be http://fifthandpacific.com/

The New brand mission states “Fifth & Pacific is the intersection of our intrinsically American brands. It is where California cool meets New York Chic. It is the fashion destination of New York’s Fifth Avenue and the open feel of Malibu. From New York City, to the coasts of Los Angeles and Shanghai and Beyond, Fifth & Pacific telegraphs whom we are today— a brand-focused company serving our customers across the globe with high quality, imaginative and inspired products.

History of the Liz Claiborne Brand

The company was founded by Liz Claiborne, Art Ortenberg, Leonard Boxer and Jerome Chazen it was an immediate success and went public in 1981. Liz Claiborne built a billion-dollar apparel enterprise by clothing career women in stylish but casual outfits at moderate prices. American fashion designer and entrepreneur Anna Elisabeth Jane “Liz Claiborne was born in 1931 in Brussels. She started her own designing company because she felt the industry didn’t provide clothes for working women. Liz Claiborne was the brainchild behind fashion merchandising because she was the first to place her collection together on department stores floors revolutionizing the way we shop today. Liz Claiborne was a trailblazer for woman as well she was the first woman to be a chairperson/CEO of a fortune 500 company. Her company was one of the first companies founded by women to make the fortune 500. Liz Claiborne got her start working in the garment district in the 1950’s as a sketch artist at the sportswear house Tina Leser. She also designed for Dan Keller and Youth Group Inc. The Liz Claiborne brand was launched in 1979 and became an immediate success 10 years later after it was founded retail sales totaled over 5 billion. In 1989 Liz Claiborne retired and on June 26, 2007 died from a 2-year battle of a rare cancer. The Liz Claiborne Inc. portfolio of brands includes Liz Claiborne New York, Mexx, Juicy Couture, Kate Spade, Jack Spade and Lucky Brand Jeans.

Timeline of the Liz Claiborne Brand

  • Claiborne was born in Brussels to American parents in 1929
  • In 1949, she won the Jacques Heim National Design Contest then moved to New York to work in garment district.
  • Founded in 1976 by Liz Claiborne, Art Ortenberg, Leonard Boxer and Jerome Chazen.
  • 1980, Nina McLemore founded Liz Claiborne Accessories
  • Liz Claiborne Inc. went public in 1981 and had made the Fortune 500 in 1986. She was the first company started by a woman to do such along with being the first female chairperson & CEO.
  • In 1989, Liz Claiborne and Art Ortenberg retired from active management.
  • Jerome Chazen became the company's Chairman and C.E.O. in 1989-1994.
  • Paul Charron became C.E.O. in 1994 and held that position until 2006.
  • Liz Claiborne, Inc. acquired 85% of Lucky Brand Jeans in 1999. 2001, they acquired Mexx and in 2003 they bought Juicy Couture.
  • On October 16, 2006, Liz Claiborne Inc. named William McComb new CEO
  • Claiborne died on Tuesday June 26, 2007 at the age of 79.
  • In 2007, Isaac Mizrahi ended a lucrative, years-long deal with Target to become the designer of Liz Claiborne New York.
  • In 2009, Designer John Bartlett was the creative director of Claiborne by John Bartlett, the new men's collection.
  • October 8, 2009, JCPenney Co., announced that it would become the exclusive retailer for the Liz Claiborne brand. Liz Claiborne merchandise would begin appearing in JCPenney stores in August 2010.
  • May 15, 2012 Liz Claiborne will officially change its brand to Fifth&Pacific Cos.

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