Private Brand Fashion Takes the Lead at JC Penney

The Instore Maketing Institute issued a March 29, field report on JC Penney that included some interesting insights on Private Brand.

According to the report: JCPenney continues to position itself as a high-fashion merchandiser of Private Brands with a spring campaign entitled, “New look. New day. Who knew?”

The retailer is highlighting fashionable head-to-toe looks through various consumer touch points, including print ads, social media activity and online marketing. In stores, the chain is using multi-brand apparel vignettes and accompanying stanchion signs to spotlight trendy looks.

“We have made it our mission to bring a level of affordable style to our customers that they cannot find anywhere else,” chief executive officer Myron Ullman said in a press release. “For those who have not shopped with us recently, customers will see it as a new day for JCPenney.”

Officially launched during ABC’s broadcast of the Academy Awards on March 7, the campaign attempts to differentiate the retailer from rivals, attract more shoppers and boost sales by highlighting an expansion of exclusive clothing and accessories lines.

The retailer will also introduce Cindy Crawford’s One Kiss, its first exclusive Private Brand jewelry brand, in April. The line will comprise silver, gold, gemstone and diamond necklaces, bracelets, rings and earrings. A distinct jewelry display and dedicated website will support, according to a press release.

In July, JCPenney will roll out Supergirl by Nastia, an exclusive Private Brand of trendy girls’ clothing from Warner Bros. Consumer Products. Based on the “Supergirl” comic-book property, the collection will include active fleece, dresses and tunics, knit pants, signature tees, dancewear, leggings and shrug tops. Targeting eight- to 12-year-olds, the brand aims to communicate a message of empowerment, and tapped gymnast and five-time Olympic medalist Nastia Liukin as the second half of its namesake. Circular advertising, direct mail, social media campaigns and in-store promotions (including appearances by Liukin) will support the launch, according to a press release.

The upcoming launches follow other recent Private Brand additions such as MNG by Mango Olsenboye and Style by Cindy, the last of which paved the way for the new jewelry line.

Read the entire Field Report.

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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.