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Liz Claiborne was a poised to re-brand itself as a premium private label brand within J.C. Penney. Through careful consumer research and testing, the overall brand design direction was altered to reflect the perceptions of the customer. In Fall 2014 an elevated stand-alone campaign was concepted for the brand; resulting in increased brand awareness, positive brand perception and a marked increase in sales.
J.C. PENNEY CORP. INC. / WOMEN’S
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