Liz Claibornes extreme makeover
Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 5
Kapner S.Fortune, 8 December 2008, Vol. 158 No. 10, Start page: 69, No. of pages: 4 Afghanistan
Purpose – Investigates the corporate strategy adopted by William McComb to revitalize Liz Claiborne. Design/methodology/approach – Looks at the steps taken by William McComb to persuade the world that Liz Claiborne (the women’s apparel company) is serious about design. Describes his strategy for the company that is based on upgrading the company’s image, selling off dowdy, yet profitable, brands and promoting hipper, younger ones. Discusses how successful he might be at developing what appears to be an upmarket H&M in the midst of an economic slump; quotes corporate experts on McComb’s management strengths; compares his management style to that of his predecessor. Draws attention to Claiborne’s high levels of debt and describes how he has opened Claiborne’s own retail boutiques to end dependency on the department stores and implemented a decentralized company structure. Records his relation with upmarket Macy’s and highlights how McComb successfully managed to lure a key fashion designer to Liz Claiborne. Originality/value – Details the branding changes made by McComb at Liz Claiborne.ISSN: 0738-5587Reference: 38AC349
Keywords: Brand management, Corporate strategy, Fashion design, Liz Claiborne, Managerial strategy, MCCOMB, Retailing
