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Consumer Behaviour Case Study

Case Title:

Liz Claiborne: The US Apparel Retailer’s “Three-M’s” Strategy

Publication Year : 2007

Authors: Vineetha Ravipati, Rajendar Singh Rathore

Industry: Women’s Clothing


Case Code: CSB0018

Teaching Note: Available

Structured Assignment: Available

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During the mid-2000s, Liz Claiborne, a US apparel retailer, was whacked by the changing dynamics in the apparel industry. The industry has been undergoing many changes, due to consolidations among major departmental stores and the stores preferring their own private labels. These changing market trends forced companies to rethink ways of doing business. As a result, companies implemented strategies to expand their brand portfolios and widen the distribution network across channels. To bring back its lost glory, William L. McComb, Liz Claiborne’s CEO, initiated ‘Three-M’s’ strategy – multi-brand, multi-geography and multi-channel. Through which he hopes to win out in the fiercely competitive apparel industry.

Pedagogical Objectives:

  • To analyse the value chain of the apparel companies
  • To understand the impact of trade regulations on the textile and clothing industry
  • To discuss the changing dynamics in the apparel industry
  • To examine the effect of changing consumer preferences on the apparel companies
  • To discuss the resulting challenges and strategies of Liz Clairborne.

Keywords : Branded apparel; Quota restrictions; Free-trade agreements; Textile and clothing trade; Multi-Fibre arrangement; Outsourcing; Supply chain of apparel manufacturers; Trends in global apparel industry; Departmental stores; Competitive Strategies Case Study; Private labels; Multi-brand; Multi-geography; Multi-channel; William L. McComb; Fashion Trends


  • Global Apparel Industry: The Trends
  • US Apparel Industry: The Landscape
  • Liz Claiborne: McComb’s "Three-M's" Strategy

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