Claiborne to Move Collections to JC Penny, QVC Exclusive

What has happened to JC Penny? The company is on a fast track to makeoverville. First, the casual installation that started a few years ago of adding Sephora centers within select stores to offer upscale cosmetic centers. The latest news? They are getting the exclusive on Liz Claiborne & Claiborne brands for Unites States and Puerto Rico distribution.

These brands that once graced the aisles of Macy’s and the like will be a higher end line at JC Penny but still within their “better/best pricing” category. JC Penny will be picking up approximately 30 merchandise categories, which includes men’s and women’s apparel, accessories, shoes and home, and have an option to own the licensed trademarks after the end of the ten (10) year run.

Myron E. (Mike) Ullman, III, 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.”

The Dana Buchman and Axcess brands will continue to be sold exclusively at Kohl’s (headquartered in Menomonee Falls, Wisconsin).

Higher end label Liz Claiborne New York is also making a change to take advantage of distribution through QVC. The line, designed by Isaac Mizrahi, will have one last Holiday 2009 collection in department stores.

Isaac Mizrahi said: “The opportunities for the Liz Claiborne New York brand inherent in this new distribution strategy with QVC are thrilling for me. It affords us the ability to elevate the brand and effectively balance the collection so that we are able to maximize its sales potential. 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 the economy changes the world of fashion and beauty, these partnerships are likely to become more common. Kudos to those on board at JCP and Claiborne for actively seeking ways to survive, even improve their brand experience for consumers in this economy. Due to the strategic agreement, Liz Claiborne Inc is expected to move away from an adjusted operating loss for 2009 to targeted adjusted operating profit in 2010. Survival is the name of the game.

I admit, I hadn’t been in JC Pennys for years until the opening of a Sephora a year or two ago. I was pleasantly surprised at how updated the styles were. Recently I picked up a necklace that has quickly become a a favorite. While I paid $11 for it, there is apparently an expensive Lia Sophia twin that it is mistaken for. Are you a big JC Penny or Claiborne fan? What do you think of the current changes?