Scenario 14.1 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 the Claiborne company owns.
Refer to Scenario 14.1. Liz Claiborne, Inc. uses which type of channel of distribution for its premium brands?
A) A short, direct channel
B) A long, direct channel
C) Multichannel distribution
D) Horizontal integration
E) Intensive distribution

Question

Quizplus · Accepted Answer

The premium brands are sold through stores owned by the Claiborne company, indicating a short, direct channel from the producer to the consumer without intermediaries.