Created in 1976 by Liz Claiborne, Art Ortenberg and Leonard Boxer, Liz Claiborne Inc. didn’t have to walk a long way to glory – fame and success were just immediate! After a year (!) of sales the company had the total revenue of $ 2 million, after three years this sum amounted to $23 million, and today it us fixed at $5 billion. In 1986 Liz Claiborne Inc. was included into the Fortune 500, noe it is featured there under the number of 440. What is the secret of Liz Claiborne Inc.?

The first secret is hidden in wise marketing, merchandizing and sales strategy. Today the company operates through 399 specialty retail formats, 625 concessions, 336 outlet and 13 e-commerce sites. It can be bought in more than 30,000 different retail locations of the planet. Liz Claiborne herself was the first designer to insist on selling her products in one and the same department of department stores, for this enabled the customers to choose the whole suit without running across the shop, visiting different departments for details. Products marketed for male customers carry the label with the word Claiborne – without a women’s name. This integrative approach to image contributed a lot to Liz Claiborne’s success.

Another secret may be dealt with the number of brands, Liz Claiborne Inc. covers. In 1999 the company bought the famous Mexx company, and in 2003 – a perfume producer Juicy Couture. Today the list of Liz Claiborne Inc. brands includes Liz Claiborne, Mexx, Juicy Couture, Kate Spade and Lucky Brand Jeans and many others, bringing the company more and more recognition all over the world.