NEW YORK — Liz Claiborne Inc. has gotten out its Tapemeasure.
Created as a knitwear line about 30 years ago, the brand changed owners and markets before hitting its stride in 1982 as a contemporary sportswear line specializing in items made with stretch fabrics. Since then, Tapemeasure has been in and out of business. Claiborne bought the label in 2004 and is relaunching it as a moderate-priced, trend-driven line for fall selling.
“The new line has nothing to do with the old one,” said Aru Kulkarni, president of Claiborne’s Emma James, J.H. Collectibles and Tapemeasure brands. “We really just thought it was a great name. The new Tapemeasure is for a fashion-conscious woman who loves what she sees on the contemporary floor, but is more price-conscious and is looking for a misses’ fit.”
The result is a line that includes an array of versatile pieces, such as a crystal-button-trimmed wool and acrylic cardigan, stretch vintage-washed denim jeans, tweed skirts and blazers, and silk chiffon printed tops. Available in misses’, plus sizes and petites, the line wholesales between $23.50 for a woven shirt and $46 for a jacket. It just hit the floors of 350 department store doors nationwide. Kulkarni said she expects Tapemeasure to be in about 500 doors in its first year at retail.
“We saw a need in the market to offer department stores more trendy, fashionable clothes — a misses’ fit, but with that updated look,” Kulkarni said. “We see the successes of H&M and Zara and see that women want to look more fashionable, but at that great price point, as well.”