Liz Claiborne Reborn as Fifth & Pacific
Say farewell to Liz Claiborne Inc. and hello to Fifth & Pacific Cos. Inc.
After operating for 36 years as one of the industry’s best-known companies, Claiborne will change its name, effective in May.
“We didn’t want a contrived name. We didn’t want it to sound like it   came out of a naming factory. We also didn’t want it to sound like a   hedge fund or a financial services company or a high-tech Silicon Valley   company,” William L. McComb, chief executive officer of Liz Claiborne   Inc., told WWD exclusively.  Fifth & Pacific Cos. was chosen to reflect the company’s New York and Los Angeles roots, rather than a consumer brand.
[above: William McComb]

Liz Claiborne Reborn as Fifth & Pacific

Say farewell to Liz Claiborne Inc. and hello to Fifth & Pacific Cos. Inc.

After operating for 36 years as one of the industry’s best-known companies, Claiborne will change its name, effective in May.

“We didn’t want a contrived name. We didn’t want it to sound like it came out of a naming factory. We also didn’t want it to sound like a hedge fund or a financial services company or a high-tech Silicon Valley company,” William L. McComb, chief executive officer of Liz Claiborne Inc., told WWD exclusively.

Fifth & Pacific Cos. was chosen to reflect the company’s New York and Los Angeles roots, rather than a consumer brand.

[above: William McComb]

  1. nachodiet reblogged this from womensweardaily and added:
    yay!
  2. sashu reblogged this from womensweardaily and added:
    Still sounds like a brand for women.
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