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Gunn's New Project: Rejuvenate Claiborne Brand

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By CLOE CABRERA | The Tampa Tribune

Published: December 16, 2007

TAMPA - In 1976, designer Liz Claiborne founded a women's wear line that catered to professional women entering the workforce.

Her office-friendly attire, which included tailored separates at moderate prices, catapulted the company to success and turned the label into a lifestyle brand.

In 1986, Liz Claiborne Inc. became the first company founded by a woman to make the Fortune 500 list.

But for the past several years, the eponymous brand has languished amid profit losses and a less-than-fashion-forward image.

In response, the company has taken out the big guns — Tim Gunn to be exact — to breathe excitement back into the brand and once again make it a "must-have" label.

"We were too overextended," Gunn said during a recent visit to Tampa to host a Liz Claiborne holiday fashion show at Dillard's at International Plaza. "We needed to examine the core values and competencies of the company. My first role is to really get inside the brands and understand where the designers are coming from and what their goals are."

Those brands include the namesake label and others such as Juicy Couture, Kate Spade, Lucky Brand Jeans and Mexx.

Gunn, 54, has served as the genteel mentor and breakout star of Bravo's "Project Runway" since 2004, encouraging dueling fashion designers to "make it work." He hosted "Tim Gunn's Guide to Style" this season on Bravo, as well, but has not yet been asked to sign for a second season of the makeover show, which co-stars model Veronica Webb.

Before that, Gunn worked as chair of the Department of Fashion Design at Parsons The New School for Design in New York, which he joined as an associate dean in 1982. He said he jumped at the chance when he was offered the position at Liz Claiborne Inc.

"She was a trailblazer," Gunn said of Claiborne, who died June 26 at age 78. "She will come out of the last century as someone who changed the lifestyle in a profound way for women. I'm excited to be a part of it. The talent that currently exists at Liz is phenomenal, and I am up to the challenge of harnessing and focusing such strength."

The 31-year-old company rates 98 percent in brand familiarity.

"The legacy of the brand is what we want to get back to," said Gail Garramone, vice president of public relations corporate marketing for Liz Claiborne Inc. "It's a rebuilding phase. We want to take the brand to new heights. Whatever your shape is or your age, there's something for you."

Gunn and his colleagues aren't revealing much about how they plan to reinvigorate the namesake brand, but they said meeting with customers is an important step.

The Liz Claiborne holiday fashion show provides a good way to do that, Gunn said.

"We want to be with our customers, respond to her, hear what she has to say," he said. "They are the ones who are going to tell us where the brand needs to be. We have a vision, but we're not able to reveal that right now."

As for the holidays, Gunn said it's the perfect time to shine. Go for jewel tones, patent leather, jewel embellishments and sequins.

"This is the time to have some fun," he said. "Be a little joyous."

For the new year, he advises women to reassess their closets. Don't hold onto styles hoping they'll again be stylish.

"Your wardrobe is so personal," he said. "Ask yourself why you haven't worn a particular item. … If you haven't worn [something] in a few years, it may be time to get rid of it.

"When something does come back, say how we're seeing [clothing from] the '80s, it comes back through a lens of evolution. So it's going to have a completely different edge to it. Women need to think about who they are and dress appropriately."

His best tip: Try everything on.

If you get on Gunn's holiday gift list, you're in luck. He's more of a giver than a receiver. And what can the women on his Christmas list expect to find under their tree?

A Liz Claiborne cashmere cardigan.

"Women like sweaters," Gunn said. "And it can be layered. Layering is so important. And it works in most places."

Reporter Cloe Cabrera can be reached at (813) 259-7656 or ccabrera@tampatrib.com.

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