JCPenney Targets the Socially Connected Mom with New Private Brand Peyton and Parker

Just in time for the holiday shopping season, JCPenney is unveiling its newest private brand, Peyton and Parker. Designed to help moms create effortless, yet put together, style for the family and home, Peyton and Parker offers a collection inspired by Instagram moments and the beautiful aesthetic created by every day, stylish moms. Peyton and Parker will be available seasonally in limited-edition capsule collections, beginning with a holiday line featuring coordinating family apparel, accessories and shoes, as well as home décor. Customers can find Peyton and Parker holiday styles in nearly 400 JCPenney stores and at beginning Oct. 19.

“We were inspired to create a line that made it easy for mom to dress her family and decorate her home, creating a picture-perfect moment for all of her social media channels. Peyton and Parker is the Company’s first cross-divisional private brand in many years and was created by our incredibly talented product development and design team who saw a void in our assortment for a family lifestyle brand,” said Val Harris, senior vice president of product development and design for JCPenney. “The holidays are a critical shopping period and by introducing new brands, such as Peyton and Parker, we will drive traffic and invite new and loyal customers to discover what JCPenney has to offer this season.”

The introductory capsule collection from Peyton and Parker features apparel and accessories for the family boasting cozy plaids, buffalo checks, rose gold sequins, glitter, navy stripes, ivory cable knits and denim – all designed to mix and match. Sale prices for accessory and apparel items range from $8.40 for a girls’ glitter crown headband to $30.80 for a women’s plaid peplum top and $35 for a men’s puffer vest, while home décor items start at $11 for a cable-knit stocking. Peyton and Parker will be prominently displayed next to the women’s department so she can find coordinating looks for her family and home in one easy shop.

“Every family has a story to tell through photos and we created Peyton and Parker to give mom a fresh style perspective when sharing her family’s lives on social media via fashionable squares. We are working with a targeted list of savvy mom influencers on Instagram who have an eye for tradition, photography and fashion to unveil this whimsical brand in a natural, organic way,” added Harris.

In addition to an influencer campaign, Peyton and Parker will be promoted via the Company’s email, social and digital marketing channels. JCPenney Rewards members will receive a special sneak peek of the full Peyton and Parker collection at on Oct. 16 – 17, along with a coupon for 50 percent off a one-time purchase of the product during these preview days.


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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.