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. 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.
A) intensive
B) vertical
C) horizontal
D) multichannel
E) exclusive

Question

Quizplus · Accepted Answer

Multichannel distribution involves using multiple distribution channels, such as selling through both company-owned stores and wholesalers/department stores. This is the distribution strategy that Liz Claiborne would be using if they were to distribute their Kate Spade brand through both types of channels.