"In 1999, we really began to revitalize Liz Claiborne, so that we had brands that speak to different attitudes," says President Denise Seegal. "We want a brand to attract [the consumer] wherever she shops."
As part of the effort, Ms. Seegal, 46, worked with retailers to expand in-store concept shops. The units bolstered the brands, and PR efforts helped draw attention to the in-store shops.
Ms. Seegal says she was particularly interested in luring more of the free-spending Generation X and Generation Y consumers. The bait included licensing agreements with DKNY for brands such as DKNY Juniors.
Today, Liz markets everything from a new Niki Taylor line sold exclusively in mass merchant Target Stores to sophisticated Dana Buchman suits at tony department stores like Saks Fifth Avenue.
Other properties include Laundry, Segret's Sigrid Olsen, Crazy Horse and Russ.
"We've revitalized the brand and we're introducing a new icon, a modernized triangle," says Ms. Seegal, who doesn't rule out further acquisitions. "With this retail environment, you have to be at the top of your game."