Liz Claiborne’s Isaac Mizrahi, Our Personal Designer, Set To Offer Line On QVC

We wore one of his Target dresses to the Emmys last year, and now he’s coming to QVC.

Fashion designer Isaac Mizrahi’s clothing line for Liz Claiborne, where he went after Target, is moving over to the home shopping channel.

The deal was announced Thursday, along with news that struggling Liz Claiborne has struck an agreement with J.C. Penney, naming it the exclusive department-store outlet for its Liz Claiborne and Claiborne lines.

QVC next fall will start selling the Liz Claiborne New York line, which is Mizrahi’s baby. The designer, the son of a children’s apparel manufacturer, is also the host of Bravo’s “The Fashion Show.” 

In addition to the high-end clothes he once did, at one point Mizrahi was designing for Target. Those clothes were gorgeous, well-tailored and inexpensive. And as we mentioned, we strapped on one of his $59 black Target dresses for the  Emmys last year. 

We actually interviewed Mizrahi several years ago when we were working for Crain’s New York Business. We and our colleague Phyllis Furman spoke to him for a story we were writing on AIDS and the fashion industry. That story won us a Gerald Loeb Award.

For QVC, Mizrahi will create a line of apparel, accessories and home goods.

“The opportunities for the Liz Claiborne New York brand inherent in this new distribution strategy with QVC are thrilling for me,” Mizrahi said in Thursday’s press release on the deal. “It affords us the ability to elevate the brand and effectively balance the collection so that we are able to maximize its sales potential. It is exciting for me to link my relationship with Liz Claiborne and my relationship with QVC, together we will revolutionize the way a brand builds and provides a direct voice to the customer.”

Commenting on the agreement, QVC president and CEO Mike George said, “We’re thrilled to collaborate with the Liz Claiborne organization to celebrate and reignite the heritage of this incredible fashion story in an entirely fresh, new retail environment. This iconic fashion brand, powered by the brilliant design talent of Isaac Mizrahi, presented through QVC’s immersive multimedia experience – for anyone who loves to shop, it’s an exciting glimpse at the future of retailing.”

QVC has the rights to use the Liz Claiborne New York brand with Isaac  Mizrahi as creative director on any apparel, accessories, or home
categories in their U.S. and international markets.  Liz Claiborne New York product at QVC will have higher-end styling and  quality. The multi-year agreement has renewal rights, and Liz Claiborne receives royalty on net sales.

Liz Claiborne’s clothing have previously also been sold at Macy’s as well as JC Penney, but now will only go to the JCPenney stores.

“In order for us to fully capitalize on the Liz Claiborne New York brand’s vast equity with consumers, we needed to find a more productive distribution strategy,” Liz Claiborne CEO William McComb said.

“Given QVC’s rich, brand-enhancing selling environment and its extremely consumer-centric culture, as well as its recent announcement to support the launch of the comprehensive lifestyle collection IsaacMizrahiLive!, QVC is ideal for Liz Claiborne New York,” he said. “I am excited to think that Isaac Mizrahi and Liz Claiborne New York will play a major role at QVC as they become one of the great success stories of the next decade.”

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2 Responses to “Liz Claiborne’s Isaac Mizrahi, Our Personal Designer, Set To Offer Line On QVC”

  1. Believe It Or Not, Rachel Zoe, Michael Jackson And The Beatles Helped Drive QVC’s First Quarterly Sales Growth Since Early Last Year « Homeshoppingista's Blog By Linda Moss Says:

    […] QVC chief also cited the network’s deal with Liz Claiborne. QVC will sell the Liz Claiborne New York line and has forged a partnership with […]

  2. QVC In-House Designer Isaac Mizrahi’s Rising Star Was Tarnished By Flop At Liz Claiborne, Wall Street Journal Reports « Homeshoppingista's Blog By Linda Moss Says:

    […] wrote about this deal when it was announced last year. Ironically, The Journal doesn’t even mention the QVC part of […]

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