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Iconic Liz Claiborne Brand Arrives Exclusively at JCPenney

"The launch of Liz Claiborne at JCPenney represents an incredible opportunity to deliver a brand we know our customers desire, with an expanded offering that reflects the value and affordability they expect from JCPenney. Additionally, being the exclusive destination for Liz Claiborne will allow us to attract the brand's loyal customers who were shopping for the brand elsewhere," said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney. "While we have had great success in bringing our own private brands to market, our strength lies in having a balance of existing brands with strong recognition and appeal -- for which there is no better example than Liz Claiborne."

In a recent brand awareness study, JCPenney customers made it clear that Liz Claiborne is a brand they want, receiving higher total awareness scores than any other brand of women's apparel. JCPenney also found that customers have a high likelihood to purchase Liz Claiborne and recommend the brand to family and friends. In fact, Liz&Co. and CONCEPTS by Claiborne brands, launched at JCPenney in 2007, have consistently been JCPenney's strongest exclusive brand performers. With the exclusive introduction of the flagship Liz Claiborne and Claiborne brand at JCPenney, Liz&Co. and CONCEPTS by Claiborne have been discontinued.

As part of its strategic agreement with JCPenney, Liz Claiborne Inc. will be responsible for designing the merchandise while JCPenney will source, merchandise and market the brand. JCPenney's industry-leading sourcing, planning and allocation capabilities make it possible to deliver the Liz Claiborne and Claiborne merchandise at the most compelling price points ever offered -- without compromising the design and quality customers have come to expect from the Liz Claiborne brand.

The Liz Claiborne and Claiborne Collections:

Liz Claiborne women's and Claiborne men's merchandise will begin rolling out in August 2010 and Liz Claiborne home merchandise will join JCPenney's assortment in January 2011. The brand will fall into JCPenney's "better" and "best" pricing tiers. JCPenney's ability to create meaningful assortments in key lifestyle areas makes it the perfect home for Liz Claiborne and Claiborne. JCPenney will present cohesive and focused Liz Claiborne and Claiborne statements on the selling floor -- as well as on jcp.com -- giving the customer a visual representation of complete, head-to-toe looks and making it easier than ever to shop the entire brand in one destination.

Providing women an assortment of classic, versatile sportswear pieces, the Liz Claiborne collection also includes handbags, fashion jewelry, watches, sleepwear, outerwear, swimwear and accessories. Liz Claiborne customers can also find an assortment of timeless pieces for the home including bedding and luggage. Providing the modern man a collection of fashion basics complemented with updated separates, the Claiborne collection includes casual sportswear along with suits, suited separates, sleepwear, outerwear, footwear and accessories.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,107 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a compelling price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $17.6 billion in 2009 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney. For more information visit www.jcpenney.net

About Liz Claiborne Inc.

Liz Claiborne Inc. designs and markets a global portfolio of retail-based premium brands including Kate Spade, Juicy Couture, Lucky Brand and Mexx. The Company also has a refined group of department store-based brands with strong consumer franchises including the Monet family of brands, Kensie, Kensiegirl, Mac & Jac, and the licensed DKNY(R) Jeans Group. The Dana Buchman and Axcess brands are sold exclusively at Kohl's, and beginning in Fall 2010, the Liz Claiborne and Claiborne brands will be sold exclusively at JCPenney and the Liz Claiborne New York brand designed by Isaac Mizrahi will be available at QVC and at company-owned Liz Claiborne New York outlet stores. For more information visit www.lizclaiborneinc.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6389284&lang=en

JCPenney Corporate:
April Dinwoodie or Kate Coultas, 972-431-3400
jcpcorpcomm@jcpenney.com
or
JCPenney Brand Publicity (lifestyle media relations):
Merianne Roth, 972-431-3268
mroth4@jcpenney.com
or
Liz Claiborne Corporate:
Natalie Kielian, 212-626-3813
Natalie_Kielian@liz.com