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Liz Claiborne gets social for brand relaunch
Corporate Social Media Case Study: Liz Claiborne
New York based clothing company, Liz Claiborne, relaunched its brand this year with the help of some 300 female consumers. The brand built a private online community where fans of the brand could communicate with one another and with the company directly.
Dave McTague, Liz Claiborne’s EVP, Partnered Brands, says that their online community project turned a panel of women into a “focus group on steroids.” The participants received rewards for different levels of participation, which McTague believes to be a more genuine approach than paying them.
July 8, 2009
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