“She Said” Private Brand at JCPenney

JCPEnney-ShesaidPlano, Texas based, JCPenney is one of America’s leading retailers, operating 1,106 department stores throughout the United States and Puerto Rico. 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. As part of that commitment JCPenney launched a new contemporary career sportswear Private brand called, “she said.” This is an interesting move in a category where the competition is increasingly difficult, the economy has moved customers to shop at stores that they might not have normally the career women is cheating on Ann Taylor with a unspoken visit to Walmart, Kohl’s and JCPenney.

JCPenney Launches she said

New Brand Competitively Positions Company as it Grows its Assortment of Contemporary Brands

JCPenney 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.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.