Liz Claiborne became Fifth & Pacific in May last year, and the name change reflects the sale of the company’s former namesake brand to JC Penney. (The fourth Google search result for Liz Claiborne is a Business Insider post titled, “The Liz Claiborne Disaster Timeline.” Eeek.)
Okay, so I do think this video is kind of schmaltzy (sry), but maybe that’s because I’m less interested in Fifth & Pacific’s brand identity (“Where New York chic meets California cool” ugh) and more interested in the actual brand. Fifth & Pacific is made up of three well-known and distinctive labels — Juicy Couture, Kate Spade and Lucky Brand Jeans — which in sum speak better to Fifth & Pacific’s identity than any tagline could. A cabbie practically whispers that crucial information about the company’s constitutive parts like two seconds before the end of the video. If three months from now, people are still asking the question, “Where’s Fifth & Pacific?” it’s gonna be the company’s own fault.
