Private Brand In An Uproar

Plano, Texas based Middle America department store retailer JCPenney announced the launch of Uproar, a stylish, affordable tween Private Brand that interprets today’s latest fashions while remaining age-appropriate. The new private brand will be available in JCPenney stores and in time for the Back-to-School shopping season.

In 2009, JCPenney conducted research with tweens and moms about their shopping habits and style tastes. While tweens initiate shopping trips and select apparel items themselves, moms continue to join them on shopping trips and have a final say in the purchase. JCPenney learned that tweens desired the latest fashion trends – with color, embellishments and comfort highlighted as important factors – while moms noted that apparel should not feature edgy slogans and should offer layering components to make the items age-appropriate and adhere to school dress code requirements.

“Using key learnings from our consumer research, we worked to create an authentic brand that would feature the latest fashion trends that tweens desire, but interpreted in a kid-friendly, mom-approved way — all at the quality and price customers have come to expect from JCPenney,” said Clark McNaught, senior vice president and general merchandise manager of JCPenney’s children’s division. “The launch of this exciting brand underscores our commitment to delivering fashion at an affordable price that responds to the needs of our customers. Uproar further strengthens our children’s apparel business and provides yet another compelling reason for customers to shop with us this Back-to-School season.”

Created for girls and boys ages 9-13, Uproar will offer cool, edgy and functional styles and feature premium denim and the latest fabrics and finishes. The collection will include trendy items such as graphic and studded tees, tunics, military-style sweaters and motorcross jackets as well as leggings, jeggings and skinny and bootcut jeans. Jeans in the collection will include fashionable “deconstructed,” “rip and repair” and “chunky stitch” styles in various washes, incorporating foil, zipper or leather patch features. Details have been incorporated into the collection to ensure it remains age-appropriate with items offering built-in layering, graphics worded and placed appropriately on the apparel items, jeans styled with a worn-in look featuring repaired holes, and more. Items will range in price from $17.99 for a tee to $36.99 for a jacket or jeans.

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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.