JC Penney Launches New Brands for Spring

Stylus Front

With spring just around the corner, Plano-based recovering department store JCPenney is replacing cozy winter wear with a fresh arrangement of spring fashion, sandals and accessories that epitomize the season’s most coveted looks. The retailer is showcasing spring style in both new and beloved private brands, while revealing an updated assortment of shoes, handbags and accessories.

“This spring is about bold, colorful and compelling designs that inspire our customers. JCPenney merchant teams partner with our in-house design and trend teams to determine how these looks will come to life in our portfolio of private and exclusive brands,” said Siiri Dougherty, senior vice president of women’s apparel at JCPenney. “The result is an impressive display of women’s apparel, shoes, handbags and fashion jewelry that work together to create a cohesive collection for spring.”

JCP Stylus 2One brand that will soon be making a pivotal style statement for women is a new private brand called Stylus. Formerly known as jcp, Stylus will continue basic essentials that customers love, but with a renewed emphasis on details, colors and patterns. Stylus, along with other brands found only at JCPenney, such as Liz Claiborne, a.n.a, Worthington, Arizona, St. John’s Bay and Decree, will feature an all-new spring set that’s inspired by the following style trends:

Femme & Floral – Lace, drape detailing, illusion sheers and floral prints are infused with soft yellows, minty greens and rose-hued pinks to create a romantic feminine statement. Examples include the Liz Claiborne sleeveless belted floral dress, Bisou Bisou’s lace-sleeve tees and floral print soft pants.

Sporty & Chic –Athleisure takes a more sophisticated turn this season with modern athletic wear that incorporates clean lines, sport- inspired knits, soft blazers and contrasting stripes. This popular look is reflected in Stylus sweaters, a.n.a jogger pants and Liz Claiborne Weekend, a new line that offers casual separates for the classic woman.

Bold & Graphic –Daring uses of rich citrus hues and traditional black and white are classic examples of art influencing fashion. Prominent stripes and retro-inspired prints paired with classic silhouettes are essential to making this trend relevant. Worthington’s color block tee, black and white peplum top and matching cropped pants provide an updated rendition of this nod to artistic flare.

Retro Boho –Characterized by the free-spirited Bohemian style, this trend offers fashion that is flowy, yet functional, with earthy tones such as indigo and bronze accented by tribal-inspired patterns. Examples of this look include Arizona roll-cuff jean shorts, St. John’s Bay vertical lace skirt, and the Decree long-sleeve envelope-back peasant top.

These brands and trends are spotlighted on jcplookbook.com and in the JCPenney spring mailer that depicts this season’s must-have items and provides tips on how to mix and match various pieces with unique prints and colors to create a personal statement. The Spring Style Sale runs now through March 15.

Previous articleTarget Shares Roadmap to Transform Business
Next articleAmazon Delivery Trucks To Print 3D Private Brands
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.