NEW YORK — Liz Claiborne is kicking back a bit.
This month, the sportswear giant rolls out its first spa collection in select department stores. Aimed at urban customers, the 10-piece collection is being placed with retailers on the East and West Coasts where the yoga trend is most prevalent, said Debbie Martin, vice president and group director of product development and design for casual.
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The company decided to go forward with the group, after research showed many women want yoga-inspired clothes for fitness purposes and other activities.
“The clothes are definitely functional and can be worn for yoga,” Martin said. “But a lot of customers wear them at home, too.”
V-neck tops, pants with drawstring waistbands and cardigan cover-ups are among the offerings. Wholesale prices range from $17 to about $35 and are offered in variations of cotton and Lycra spandex, and French terry. Instead of bright shades, which are normal for Liz Claiborne sportswear, the spa collection consists mostly of neutrals.
“Relax, Refresh, Renew” is the anthem being played up in in-store signage that highlights the spa collection. The company has no plans for a major advertising campaign at this time.