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 the Claiborne company owns.
Refer to Scenario 13.1. Liz Claiborne, Inc. uses which type of channel of distribution for its premium brands?

Question

Quizplus · Accepted Answer

Liz Claiborne, Inc. uses a short, direct channel for its premium brands because they sell these brands through stores that the company owns, eliminating intermediaries.