Scenario 13.1
Use the following to answer the questions.
Liz Claiborne Inc. markets several different brands, under their own Claiborne name label, as well as others. Their primary brands, such as Liz Claiborne, Liz & Co, and DKNY, are sold to wholesalers. These brands are then available through retail department stores such as Kohl's and Macy's. Their wholesale-based brands division is positioned as customer-focused and cost-efficient. Their premium brands division includes labels such as Kate Spade, Juicy Couture, and Mexx. These premium brands are sold through stores that are owned by Claiborne.
-Refer to Scenario 13.1. If Liz Claiborne were to distribute their Kate Spade brand through its company-owned stores and through wholesalers, to major department stores, then Liz Claiborne would be using distribution.

Question

Quizplus · Accepted Answer

Dual distribution involves using more than one channel to reach customers, such as selling through both company-owned stores and wholesalers.

Scenario 13.1 Use the Following to Answer the Questions