Liz Claiborne Inc., the company that brought shoulder-padded suits and mild-mannered sweater sets to women everywhere, wants to shed its old unhip association by changing its name to Fifth & Pacific Cos.
Liz Claiborne sold off its namesake clothing line already to JC Penney in October, and is now focusing on its fresher brands like Juicy Couture, Kate Spade and Lucky Brand, says the L.A. Times.
The name change is part of its campaign to distance itself from images of pleated slacks, and to expand globally as it moves away from department stores and focuses on marketing directly to consumers.
“While it’s difficult to replace an iconic name like Liz Claiborne, we believe that Fifth & Pacific Cos. telegraphs who we are today — taking inspiration from New York and California, while describing our reach and our potential,” said Claiborne chief executive William L. McComb in a statement.
The company will officially begin its new life as Fifth & Cos. in mid-May as FNP on the New York Stock Exchange.