Liz Clayborne Inc. is an American fashion company, probably most known for the eponymous fashion brand, which was recently sold to J.C. Penney. As a consequence, the company unveiled a new name last week, on January 4. The company will now be called Fifth & Pacific Companies and will continue to focus on the Kate Spade, Lucky Brand and Juicy Couture brands.
The name is intended to reflect the company's roots in New York and Los Angeles, the "Fifth" part referencing Fifth Avenue. Philadelphia branding firm Bailey Brand Consulting developed the new corporate identity. The logo is intended to portray a street sign.
The namechange is scheduled to take effect on May 15.
"While it's difficult to replace an iconic name like Liz Claiborne, we believe that Fifth & Pacific Companies telegraphs who we are today – taking inspiration from New York and California, while describing our reach and our potential. From New York to Los Angeles to Shanghai and beyond, our intrinsically American brands have global appeal, serving customers worldwide with high quality and imaginative product." - CEO William L. McComb in a press releaseLiz Clayborne Inc. press release
"The new Fifth and Pacific Companies brand identity reflects the company's focus on its lifestyle brands of Kate Spade New York, Juicy Couture and Lucky Brand. The identity graphically portrays a street sign, reflecting the symbolic intersection of the brand's New York and Southern California fashion houses. The color scheme supports the East Coast and West Coast influences. - Bailey Brand Consulting press release
Bailey Brand Consulting press release (archive)
Bailey blog (archive)