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Industry Analysis Of The Liz Claiborne Industry. Covering The Business And Marketing Enviroment Of The Industry Which Makes It So Successful.

3096 words - 12 pages

Liz Claiborne, Inc. was started in 1976 Liz Claiborne, Art Ortenberg, Leonard Boxer, and Jerome Chazen. Liz Claiborne, Inc. designs and sells a large range of men and women's apparel and accessories. Also, they market fragrances for both men and women. Liz Claiborne is one of the leading corporations in the fashion and apparel industry. Their products are of high quality and has long been viewed as a high-end name brand. They expect their legacy to continue.Industry AnalysisLiz Claiborne, Inc. is a company committed to producing high quality products at a good value to consumers. They are guided by applicable laws and maintain a high standard of business ethic and regard for human rights. Liz Claiborne's following of legal requirements, health and safety, employment practices, environmental practices, and ethical conduct are what separates them from the rest of the best.Liz Claiborne, Inc. has a very broad target market in both men's and women's clothing. There are twenty-one brands under the Liz Claiborne, Inc. label which are all competitive in the fashion industry: Claiborne, Dana Buchman, Elisabeth, Ellen Tracy, Laundry, Liz Claiborne, Lucky Brand Dungarees, Mexx, Monet Group, Sigrid Olsen, Axcess, Crazy Horse, Emma James, First Issue, J. H. Collectibles, Russ, Villager, City Donna Karen New York, DKNY Jeans, DKNY Active, and Kenneth Cole New York. These brands are all higher priced, high quality clothes marketed to men and women between the ages of 16 and 75 with the exception of Mexx, being mainly a children's apparel line. The competitive products of Liz Claiborne, Inc. are mainly within their twenty-one brands so they welcome the competition. Among other companies who produce clothing lines, Liz Claiborne, Inc. competes with Tommy Hilfigger and Polo/Ralph Lauren. Although the many brands each have their own competitors, the largest and most well-known brand is Liz Claiborne which leads the competition with Lauren by Ralph Lauren. These are the leading women's clothing lines with Tommy Hilfigger slowly creeping up behind them.The buyers of Liz Claiborne, Inc. products are very brand loyal. The buyers are targeted and continue a long relationship with many Claiborne products. The size of the buyer is fairly large and hold a recognizable amount of power in the price negotiations. With the other highly competitive fashion industries eagerly awaiting to take the market share Liz Claiborne, Inc. currently holds, the prices of Claiborne's lines must not over exceed their quality with price or the customer will turn in the other direction: toward the competitor. Therefore, the buyers do not hold direct negotiation powers with pricing, but Claiborne will hold their prices close to the highest that customers will pay.The competitors and their strategies for gaining market share are competitive to that of Liz Claiborne, Inc. For example, both Tommy Hilfigger and Ralph Lauren took a different marketing scheme. In order to instill brand loyalty and...

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