Liz Claiborne New York today revealed it has designed a private online community of both customers and non-customers to help re-launch the brand, now under the creative direction of fashion icon Isaac Mizrahi. By listening to and interacting with 300 customers on a daily basis through its private Advisory Council community, Liz Claiborne New York becomes the first-ever apparel brand to actively engage its customers in such an ongoing, immersive way. The members of this group have played a role in shaping many aspects of the brand re-launch from the functionality of the new interactive Web site to the specifics of a new loyalty program.

"We can’t wait for a new generation of women to discover the new Liz, which is all about women recognizing their personal style,” said Dave McTague, EVP of Partnered Brands for Liz Claiborne Inc. “By bringing this community of actual customers into the fold, we’re gaining invaluable perspective into how they want to experience and interact with our brand. Whether shoppers are getting advice from our online style lab or watching videos on our YouTube channel, we hope to evoke the energy and happiness our new line embodies.”

Communispace, which has created more than 325 online communities for the world’s largest brands, kicked-off the Liz Claiborne New York community earlier this year and is now actively facilitating member activities. In just a few short months, the community has helped refine the print campaign and guided the structure of the company’s new loyalty program. Advisory Council members also took an active role in shaping the revamped Web site, which features Isaac TV with segments such as “Isaac’s Picks,” where Mizrahi highlights his favorite ensembles and “I.M: Just Happy,” in which he talks about the inspiration for the brand’s new look and feel.

McTague continued, “This is a strategic imperative to consistently dialogue with our customer! Who she is, what she thinks and cares about, what influences her and her friends is vital to meeting and exceeding her desires and expectations. This brand is incredibly invested in our woman, and we will relentlessly seek to enrich her life with fashion, ease and great price-value.”

"With the new Liz Claiborne New York line, the company has perfectly paired style and value, extending its appeal to a new community of shoppers,” said Diane Hessan, CEO of Communispace. “By listening directly to consumers, Liz Claiborne is demonstrating its continued retail leadership while gaining deep, actionable insights that are so vital in this economy. This community underscores the company’s ongoing commitment to connecting with real-life women and designing products to fit their real-life needs.”

About Liz Claiborne

Liz Claiborne New York, with Creative Director Isaac Mizrahi, designs and markets an extensive range of snappy, confident and comfortable women’s apparel, accessories and home products. The brand delivers fashion, quality and classic style domestically and internationally via wholesale and retail channels including department stores, specialty stores, on-line and in outlet stores. (www.lizclaiborne.com) The brand is owned and operated by Liz Claiborne Inc.

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