In light of my corporate communication exam today (which dealt largely with corporate identity and reputation), I present this quote from Liz Claiborne CEO, William L. McComb: “It is certainly no secret that the brand has been lacking a clear and cohesive vision and has languished as a result."
Without a clear and cohesive image, it's hard for constituencies to perceive you in the right way. In my class, we focused on Burberry's formerly decentralized communication system. Each country pushed a different product, so how the public perceived Burberry depended on where they lived. It was very incohesive, and the company had make some big changes.
Liz Claiborne found themselves at a similar crossroads. After a successful founding, it's been struggling (like many fashion brands). The company is taking the initiative to adapt to the current environment where fashion isn't necessarily the first thing on everyone's mind.
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