From maternity to contemporary fashion
Liz Lange Maternity is the number one maternity brand in the country.
How do you create a non-maternity line and get America to re-meet Liz Lange as a contemporary fashion brand as well.
Liz Lange brought Laurin Sydney on board to develop her "Completely Me" contemporary fashion line designed exclusively for HSN. Together with Liz and her team, they developed the new line from concept through production and marketing.
The key to Liz Lange Maternity's success was to take women out of tents and put them in clothing that flattered the pregnant figure.
The contemporary fashion line was built on a similar differentiating design concept: Make women look and feel great by creating flattering silhouettes whether they're a size 2 or a 3X.
The team developed design ideas like "dream seams," that indent traditional seams to give the illusion of a slimmer body line; tailoring using special ruching to help camouflage tummies; and specially sourced "butter knits" that skim over the body but don't show lumps and bumps.
The result was Completely Me, by Liz Lange. It's positioning line: Fashion That Flatters.
Today, Liz Lange is as an HSN success story. Consistently an HSN top consumers' pick, 'Completely Me' recently sold 35,000 dresses in a single 24-hour period.