LCCFDA INDESIGN

COMPANY NAME
LIZ
BY
LIZ CLAIBORNE
PARIS UGBESIA
SUBMISSION
CFDA 2020
ISSUE ONE

LIZ
2

LIZ
POINTS FOR DISCUSSION
DESIGNER RESEARCH
TARGET CONSUMER
STATISTICS
COLLECTION DETAILS
BRAND ETHOS
STRATEGY
SUSTAINIBILTY
SOCIAL INNOVATION
ONLINE
www.yoursite.web
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LIZ
ABOUT
LIZ CLAIBORNE:
The debut of Liz
Claiborne, Inc.!
Reaches $117 million
in sales and
becomes a publicly
traded company.
Liz Claiborne, Inc.
became the first female
ceo of a company
founded by a
woman on the Fortune
500 list.
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LIZ
Exceeds over 1 billion
in sales!
Liz Claiborne, Inc. became
the first female
ceo of a company
founded by a woman
on the Fortune 500
list.
Liz Claiborne, Inc.
became the first
female ceo of a
company founded
by a woman on
the Fortune 500
list.
5

LIZ
BYLINE Name Here
Liz saw a need for more comfortable
professional clothes for working
women. Unable to convince her
employer to try to meet that need,
Claiborne started her own company.
Liz Claiborne, Inc. was founded in
1976 with approximately $250,000,
including $50,000 of Claiborne and
her husband’s savings.
Claiborne’s clothes were instantly
popular. Total sales for the first year
were over two million dollars. Priced
in a moderate range and sold in department
stores, Liz Claiborne clothes
became known among working
women for their good quality
materials, comfortable fit, good
construction, and color selection.
Sales increased to $117 million in
1981. Claiborne added shoes, men’s
clothing, and perfume to the product
line.
“I tried to bring good
taste to a mass level.”
-LIZ CLAIBORNE, WWD 1989
In 1989, when company sales reached
$1.2 billion, it joined the list of Fortune
magazine’s five hundred largest industrial
companies in the United States,
one of only two companies on the list
that had been started by a woman. The
company’s success was due to what was
described as an “exploding market”
of millions of women who graduated
from college and entered the workforce
during the 1980s. Encouraged by Claiborne’s
merchandise, women were
becoming more confident about
dressing for work.
In 2008, Liz Claiborne, Inc decided to
license its merchandise exclusively to
JCPenney’s better/best pricing category.
Liz Claiborne continued to lead the
design process, while JCP took responsibility
for sourcing, production,
marketing and distribution and
together they merchandised the brand
NAME HERE
Title/Company
You have to always work
against what you did
before, and even against
your taste. It is important
to be chic. Sometimes the
simplest things are the
most profound. You have
to be luxurious nude. It’s
difficult to move in the
nude in front of a mirror.
It’s much easier to move
when you’re dressed. But
if you can walk around in
the nude easily in front of
your man, if you can be
luxurious in the nude, then
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$267.5 million
BYLINE
Byline Credit
BYLINE
Byline Credit
BYLINE
Byline Credit
MERGER
Since 2008, Due to Liz Claiborne,
$267.5 %%%
%%% $$$
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Inc. licensing the brand exclusively
to JCPenney, it has unfortunately
taken on JCP’s consumer profile as
well as their financial standing which
is currently in the red. Both companies
had demographics that were already
heavily reliant on location as sole
entities. It is no suprise that the merge
could have inadvertedly caused some
confusion over the years. Despite the
apparent brand identity crisis that JCP
has faced, Liz Claiborne was created
with a specific goal in mind: Create
tasteful pieces dedicated to working
class women.
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THE PROTOTYPE
Style Muse: Meghan Markle
THE PROTOTYPE
NAME:
AGE:
PROFESSION:
INCOME:
MARITAL STATUS:
ABOUT ME:
LIKES: DISLIKES: EXTRA:
:
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HER CORE VALUES:
HER CORE VALUES:
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BRAND ETHOS: BAUHAUS
B
Bauhaus, meaning “house
of building” in German,
was founded in 1919 in
Weimar, Germany, by
architect Walter Gropius.
The school emerged out of
late-19th century desires to reunite
the applied arts and manufacturing,
and to reform education.
Bauhaus was not just a school; it is a
respected, revolutionary philosophy.
The ideas of the school were
rooted in the late 19th century Arts
and Crafts movement, which was
mainly a revolution against materialism,
founded during the industrial
revolution in Great Britain.
Simple design with geometrical pure
forms were being taught. Because
of this one could almost call the
Bauhaus movement a “back to basics
movement”. Its purpose was to
pursue new forms and new solutions
to man’s basic needs as well as his
aesthetic ones. The Bauhaus’ curriculum
returned to fundamentals,
the basic materials, the basic rules
of design. Bauhaus led to new definitions
of beauty, unadorned and
practical aspects of functionality.
Gropius wanted a fusion between
the different art disciplines. It was
also important for Gropius to help
lessen the gap between the artistic
side and the technological side of a
finished product. He wanted students
to accept the fact that their future
should be involved primarily with
industry and mass production rather
than with individual craftsmanship.
To some this represents the removal
of all that is human in the crafts. To
the teachers and followers of the
Bauhaus movement, function was
the primary concern, removing the
past was a secondary consequence.
The Bauhaus ushered in the modern
era of design and has become the
symbol of modern design. It did
achieve many of Gropius’s goals.
It left a legacy for visual communication
programs, art and design
schools to follow and in this case, Liz
Claiborne.
Sedis Quid
BRAND ETHOS: BAUHAUS
BAUHAUS WAS NOT JUST A SC
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BAUAHAUS PRINCIPLES LIZ 2020
BAUAHAUS PRINCIPLES LIZ 2020
Schools of design should bring
together the various arts of
painting, architechture, theatre,
photography, weaving, typography,
etc., into a modern synthesis which
disregards conventional distinctions
between the “fine” and “applied”
arts
The study of rational design in
terms of techniques and materials
should be only the first step in the
development of a new and modern
sense of beauty
Because we live in the 20th century,
the student architect or designer
should be offered no refuge in the
past but should be equipped for the
modern world in its various aspects,
artistic, technical, social, economic,
spiritual, so that he may function in
society not as a decorator but as a
vital participant.
Liz Claiborne should, as the Bauhaus
did, bring together the various
disciplines such as design, architecture,
photography, weaving,
typography, etc., into a modern
synthesis with no regards to fashion
labels such a high-end, bridge,
moderate, etc.
The study of rational design in
terms of techniques and materials
should be only the first step in
the development of a new and
modern sense of beauty for the Liz
Claiborne brand.
Because we live in the 21st century,
Liz Claiborne, Inc should be offered
no refuge in the past but should
be equipped for the modern world
in its various aspects, artistic,
technical, social, economic, spiritual,
so that may function in society
not as a decorator but as a vital
participant.
HOOL. IT’S A RESPECTED, REVOLUTIONARY PHILOSPHY.
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BAUAHAUS PRINCIPLES LIZ 2020
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BAUAHAUS PRINCIPLES LIZ 2020
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BAUAHAUS PRINCIPLES LIZ 2020
BYLINE
Byline Credit
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BYLINE
Byline Credit
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