Brand News

According to WSJ, Liz Claiborne wants to license or sell 16 of its brands.

The American sportswear maker, suffering from a downturn in department-store sales, announced today that it’s seeking to divest itself of 16 of its 36 apparel brands.

The 16 brands that Claiborne will try to sell or license out or possibly discontinue are Sigrid Olsen, Prana, Ellen Tracy, Dana Buchman, Mac & Jac, Kensie, Intuitions, C&C California, Enyce, Laundry, Tint, Stamp10, First Issue, Emma James, Tapemeasure and J.H. Collectibles.

Ellen Tracy and Dana Buchman are two brands, that helped establish the bridge market in the 80ies and 90ies.

Claiborne plans to double its spending on advertising for its Kate Spade, Lucky Brand and Juicy Couture labels to 3% to 5% of annual sales, in line with competitors like Coach Inc. To further reduce its dependence on department stores and better track customers’ buying patterns, the company plans to open 300 more of its own stores by 2010 and improve its e-commerce operations. Claiborne is also developing ways to shorten the time between orders and deliveries, and respond more quickly to consumer demand for particular styles.

WWD writes here, that Miss Sixty is flirting with time.

The Italian fashion brand will launch watches in partnership with the distributor for Miss Sixty jewelry.

The collection will be available this September in all Miss Sixty stores and select jewelry retailers.

First-year sales are projected at $8 million for the $200 million brand.

The watch collection will feature six styles all made of steel with red and violet detailing. Swarovski crystals adorn certain pieces along with butterflies and flowers. Other parts of the line are more modern, with racing stripes and leather straps.

All watches will retail from $100 to $170.

Rollei-branded digital cameras are slated to return to Europe, according to the Photo Marketing Association (PMA).

Licensing for the brand has been acquired by RCP-Technik GmbH & Co. KG, a company based out of Germany, which will allow the positioning of the Rollei brand throughout Europe. The company is a subsidiary of Supra Foto Elektronik Vertriebs GmbH, a camera and accessory company.

According to PMA, Thomas Guettler, the managing director of RCP-Technik, said the company intends to launch Rollei-branded digital cameras in exclusive designs and will target specialty retailers. RCP-Technik, however, will rely on the service infrastructure and the purchasing
power of its parent company, he said.

The Rollei brand will be positioned in the digital camera and accessories market, according to PMA. The products will be released this September in Germany and in additional European countries in early 2008.

WWD reports here, that Cole Haan is adding eyewear to its American lifestyle wardrobe.

The company is launching an eyewear collection for spring 2008.

Cole Haan’s sun collection will feature 22 women’s styles and 18 looks for men. Although they range from leather basket-weave detailing to the more modern, industrial group, each pair keeps with the brand’s artisan-like sensibility.

The sunglasses collection will be available at Cole Haan signature stores and select wholesale
partners and will retail from $125 to $500.

More than 50 men’s and women’s styles make up the optical collection. Retail prices range from
$200 to $500 for limited edition styles, and the pieces will be offered through certain eye care
professionals, including opticians, optometrists, ophthalmologists and optical specialty retailers.

The expansion is one of many for Cole Haan, which sees growth potential in a variety of arenas,
including beauty.

Here is the volume for licensing in 2006:

– Royalties $ 6,04 Billion (+ 1,5%)

– Trademarks/brands $ 1,09 Billion (+0,4%)

as published by LIMA.