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J.C. Penney has seen an opportunity in the expiring contract between the Liz Claiborne fashion line and Macy’s and has taken it. The women’s line of clothing will now be sold exclusively at J.C. Penney stores throughout the country.

In a 10 year deal between JCP and Liz Claiborne, JCP will have exclusive rights to sell the brand along with Liz&Co as well as Concepts (all Liz Claiborne brands). The Concepts and Liz&Co brands have been sold and launched exclusively through J.C. Penney.

The hit to Macy’s isn’t as hard as some may think. Spokesman for Macy’s Jim Sluzewski had this to say about the brand and it’s poor sales at Macy’s stores, “As a result [of the poor sales], we could not justify expending it at Macy’s. Customers have been confused between various brands carrying the Liz name, and the management of Liz Claiborne needed to take corrective action. We support their decision.”

The contract that will be headed to JCP is really no sweat off Macy’s back because the department store chain just recently signed Ellen Tracy, another well known designer, to design exclusively for its stores.

Macy’s not only runs the Macy’s stores, but also the Bloomingdale’s stores.

There was no comment from management from Liz Claiborne.

Fashion lines are a big deal at department stores simply because there are customers that will shop exclusively with one store or another due to the brands that store has. There are customers who will walk into a store and actually ask where the store brand is. Many department stores offer lines that are cater exclusively to one target market. This method works.

When Liz Claiborne leaves the Macy’s stores, even though the representative said that the line didn’t sell well, the customers who have come to know the brand and like the quality and fit will be moving on to J.C. Penney. Either that, or they will have to find another brand that they like because they won’t shop at JCP.

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Jeremy

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