Blog: Can Mizrahi rescue Liz?
Leonie Barrie | 16 January 2008
Will designer Isaac Mizrahi be able to work his magic at the Liz Claiborne brand, which is, by the company’s own admission, languishing? His appointment as creative director for the line ends a five-year deal with Target Corp, where his line of women's apparel, accessories and shoes under the Isaac Mizrahi for Target label has been widely acclaimed as setting the standard for mass-market, cheap chic fashions.
His defection is seen as something of a coup for Liz Claiborne – and a blow for Target, which in November surprised the market with a 4.5% fall in third quarter profit on weaker sales of apparel and home goods. Not only does Mizrahi understand Liz Claiborne’s customer, but he also has widespread appeal and a high profile through TV shows on both the Oxygen Network and the Style Network. And next month he will launch his new web-based series ‘WATCHISAAC’.
Crucially, the appointment of such a high profile name will provide a level of differentiation that should appeal to department store customers who have been cutting orders amid consolidation and a renewed focus on private brands.
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