Group 6: Aminata Wurie, David Chak, Laura Galin, Rebecca Varon, Sophia Herbst, Stephanie Taras

A lifestyle brand for the modern woman

Driven

Chic

Passionate

TalentedAbsolutely Global

Unstoppable

Are You That Woman?

COMPANY HISTORY

LIZ CLAIBORNE INC.Domestic-

Based Direct Brands

International-Based Direct

Brands

Partnered brands

…and more

COMPANY SALES BY BRAND TYPE

37%

35%

28%

Domestic-based direct brands

Partnered brands

International-based direct brands

LIZ CLAIBORNE“ENDLESS OPPORTUNITIES”

Liz Claiborne is currently witnessing a slowing growth in the demand for its product.

OUR PROBLEM

GRAPH OF CURRENT SALES

  Recorded Revenues (FY2010) in millions

Compared to 2009

Domestic-Based Brands $1,120.7 -7.2%

Partnered Brands $1,059.3 -32.7%

International-Based Brands

$831.9 -30.8%

Company Record $3,011.9 - 24.4%

OUR SOLUTIONLiz Claiborne should realign its marketing strategy to attract younger women.

Strengths

-Well established brand-International presence-Quality goods, moderate price-Stable customer base (working women)

Weaknesses

-Not attracting younger women-Consumer mentality not in line with company’s objectives-Limited distribution (JC Penney)

Opportunities

-Huge market for younger women-Possibility for lifetime brand loyalty

Threats

-Competition-Demand for fashions is constantly fluctuating

SWOT ANALYSIS

“OUR STRATEGY IS TO BUILD POWERFUL,

LIFESTYLE BRANDS THROUGH A

BRAND-CENTRIC, DECENTRALIZED APPROACH,

FOCUSING ON GREAT PRODUCT - SPECIAL ANDEXCITING FROM A VALUE

PERSPECTIVE.”

-BILL MCCOMB, CHIEF EXECUTIVE OFFICER

A lifestyle brand:Unique, Creative, Stylish, Emotionally

Charged

Iconic, guaranteed quality and credibility

Exclusive to JC Penney

Priced affordably

Customer driven, brand-centric approach

Ethical company standards

CURRENT BRANDING STRATEGY

Before…

… After

30 years of success

Fortune 500

Global company – 40+ countries

Isaac Mizrahi: Creative Director for Liz

Claiborne NY

Tim Gunn: Chief Creative Officer

SOURCES OF BRAND EQUITY

LIZ CLAIBORNE INC.A COMPANY THAT

GIVES LizACTS: The corporate volunteering

program

The Liz Claiborne foundation has programs to end domestic violence, protect workers rights and implement philanthropy

Committed to sustainability

OUR NEW TARGET MARKET

The United States, especially urban

areas

Ages 22-30

Highly educated women who have

recently finished graduate school or

university

Able to afford high-end products

Important opportunity to gain brand

loyalty

DEMOGRAPHIC AND GEOGRAPHIC

SEGMENTATION

BEHAVIORAL Women searching for a lifestyle brand

Needs or wants to be fashionable every day

Trusts and prefers certain brands when shopping

PSYCHOGRAPHIC

Desire stylish, high-quality clothes,

and want to express themselves

Fashion-conscious

Professional

Social

Practical

MARKETING OBJECTIVES

Differentiated (segmented)

marketing strategy

Attract target market of female

young professionals

Play up the youthful approach to the

line

Younger design that is differentiated

from the classic line slightly

MARKETING STRATEGIES Price

affordable for the young working woman

Product Liz Claiborne fashion products

Promotion magazines, TV channels, public

transportation ads, etc Place

exclusive to JC Penney or online

CO-BRANDING SUGGESTION:EMMA WATSON FOR LIZ

CLAIBORNE

REASONS FOR SUCCESS

Creates positive media buzz and publicity

Gives a young and fresh make-over to the classic line

Emma Watson is currently a fashion icon for young women

Good public image “Love from Emma” for UK-based brand

People Tree Isaac Mizrahi for Liz Claiborne NY was

a huge success

THE PLAN Release limited edition

Emma Watson designs for Liz Claiborne

10% of proceeds will be donated to the charity Keeping America Beautiful

A charity dedicated to environmental causes

CONCLUSION Properly established in its existing

market

Needs to re-position itself in order to gainpopularity among younger women

Can be achieved through manipulation of marketing strategies and co-branding possibilities

BIBLIOGRAPYLiz Claiborne Inc. Company. 2 Nov. 2010.<http://lizclaiborneinc.com/web/guest/company>.Liz Claiborne, Inc., Hoover's Company Records. 1 November 2010. Hoover's Company Records, ProQuest. Web.Liz Claiborne, Inc. Overview, Company Profile. 6 October 2010. DATAMONITOR. Retrieved

from Marketline.