JCPenney Launches she said™
PLANO, Texas-(Business Wire)-September 11, 2009 - J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of she said, a contemporary career sportswear brand catering to the female professional. Bolstering JCPenney’s assortment of contemporary brands, the private brand – designed, developed and sourced in-house – is now available at JCPenney stores, online at jcp.com and via catalog.
“The launch of she said strategically positions the Company to meet the demand for a sportswear collection that works into a younger customer’s everyday life with cutting-edge style and quality at affordable prices, ultimately making JCPenney the destination for this important customer niche,” said Liz Sweney, executive vice president for Women’s at JCPenney. “she said is the latest example of how our in-house design talent – along with our cycle time/flow initiatives – is a strong competitive advantage for JCPenney, providing us the capability, flexibility and speed to step up our style with a variety of new contemporary brands.”
Named for the girl “in the know,” she said features a body conscious fit with signature pieces that allows customers to mix and match styles to create their own unique look. Items throughout the collection easily transition from work to going out and will be offered at JCPenney’s “better” and “best” pricing tiers with items ranging from $26-$44 for tops, $44-$50 for pants, $44-$58 for dresses, $44 for skirts and $68-$85 for jackets. she said will be supported by print, direct mail, preprint and digital marketing. she said joins JCPenney’s growing assortment of contemporary exclusive brands including Bisou Bisou®, I “Heart” Ronson®, ALLEN B.®, Oxford & Regent™ and Twelfth of Eleven™, creating a coalition of brands that provides customers with a variety of style and fashion at affordable prices.
Sweney added, “In today’s retail environment, price alone cannot be the primary factor for buying. After months of pulling back on spending due to the recession, consumers have a pent up desire to spend – even if only a little. However, they’re not looking to spend it on basics, they want something special. Now is the time to invest and grow our contemporary business, taking our style to a younger, more discerning audience by offering them new, fashion-forward merchandise – along with a new exciting and engaging shopping experience – all at our affordable prices.”
Catering to how the contemporary customer likes to shop, JCPenney will feature all of its contemporary Women’s brands together in store, online and via catalog, allowing customers to find the latest looks, styles and fits to mix and match. In-store, floor layout and visual elements have been updated with a signature purple color theme and design, creating a zone for the contemporary customer. Online on jcp.com, the brands have been brought together under a new contemporary lifestyle tab under Women’s. The contemporary lifestyle tab will expand in October to include a robust site that will allow customers to mix and match pieces, search for pieces by designer or category, share looks with friends via Facebook, and more. Furthermore, a specialty “Little Red Book” catalog to be mailed on Sept. 16 that will highlight for customers a variety of styles from the Company’s contemporary lifestyle assortment.
About JCPenney
JCPenney is one of America's leading retailers, operating 1,106 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 smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 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.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6047972&lang=en
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