Over the past few years, established apparel brands have been plagued not only by the economy but also a challenge to engage a coming-of-age consumer group without isolating an aging target market. The brands that stay afloat rely as much on strategic PR and marketing as they do product development and operations.
JCPenney's recent assuming of control over Liz Claiborne's namesake line is perhaps the most contemporary and vivid example of this kind of challenge. On this month's launch of the ...