Liz Claiborne targets Isaac
Say it isn’t so Isaac.
That’s the cry heard round the country when news that fashion designer Isaac Mizrahi, who endeared himself to millions of women with his cheap-chic collection at Target, is headed to Liz Claiborne to revamp the struggling brand.
Mizrahi teamed with Target five years ago and led the parade as the retailer added more names to its stable of designers and became the place to shop for luxury pieces at mainstream prices.
His success triggered a change in the fashion industry’s thinking that designer collections at the mass market level would dilute the value of a brand. Following Mizrahi’s lead, Nicole Miller partnered with J.C. Penney in 2005 and last year Vera Wang debuted her Simply Vera Wang collection at Kohl’s.
Certainly the Liz Claiborne brand needs help. It no longer is the label women turn to when they need new work or play clothes.
What it does continue to have is brand recognition. After Liz Claiborne died last year, women called to find out what would happen to the company. What they didn’t realize was that Claiborne left in 1989.
Here’s hoping Isaac Mizrahi can help rejuvenate the once favored brand. Too bad he had to leave Target behind. Replacing him will be difficult.
The good news: His collections will be in Target stores until the end of this year. Then we can all sit back and wait until first collection for Liz Claiborne lands in stores in spring 2009.
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