• Women's Wear Daily, Thursday, July 12, 2007 1 PM

Liz Claiborne CEO William L. McComb's spelled out his ambitious turnaround plan for the company Wednesday, saying he would "strategically review" 16 small brands, while focusing on growing Juicy Couture, Lucky Brand, Kate Spade and Mexx, predicting growth from $2.2 billion today to around $3 billion by 2010.

Claiborne plans to spend 3% to 5% of the "power brand" sales on marketing (up from about 1%), totaling more than $20 million per power brand, plus make a $500 million capital investment. It also wants to create "best-in-class retail capability" and to make "fashion faster" by innovating the supply chain.

McComb says that many of the 16 smaller brands may require more investment than the company is able to provide. The brands up for possible sale, discontinuation or licensing include Sigrid Olsen, Dana Buchman, Ellen Tracy, C&C California, Laundry by Design, Enyce, Prana, Kenzie, Mac & Jac, Emma James, First Issue, Intuitions, J.H. Collectibles, Stamp 10, Tapemeasure and Tint.

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