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Liz Claiborne bets on Juicy and Kate

Yet another fashion retailer is going through a shakeup and looking to sell or shut down some of their brands. Liz Claiborne is currently mulling over a major overhaul. The company is hitching their wagon to four label stars, Kate Spade, Juicy Couture, Lucky Brand Jeans and Mexx. These brands are expected to grow from about $2.2 billion this year to $3 billion by 2010 as the increased focus on the brands will lead to more marketing spending and store expansions.

The bad news is that if you are a fan of C&C California, Dana Buchman, Ellen Tracy, Emma James, Enyce, First Issue, Intuitions, J.H. Collectibles, Kenzie, Laundry by Design, Mac & Jac, prAna, Sigrid Olsen, Stamp 10, Tapemeasure or Tint, be on notice that these brands may be gone soon or going through a major change. It seems the company is set on skewing younger (yawn!) and ditching the older more staid brands. My question is whether or not this is just fashion's normal brand molting in which labels are often shed in favor of the newest and hottest or whether the older women, who should be (if based on population alone) the biggest market, are getting shafted yet again. Or perhaps there is a third option, women are getting older but we are dressing younger.

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