JCPenney is unfolding a new assortment of jeans with a complete reimagination of its a.n.a private brand, focused on the denim customers love and a size-inclusive selection for all body shapes and sizes. The brand’s new look is the result of extensive customer research and establishes a.n.a as the retailer’s denim lifestyle private brand for women.

Under the direction of Michelle Wlazlo, executive vice president and chief merchant, the retailer has been focused on strengthening its iconic private brands according to the five lifestyles that resonate with customers and how they want to shop: Move, Chill, All Day, On Point, and Shine.

Michelle Wlazlo, executive vice president and chief merchant, JCPenney

“With the reimagination of our a.n.a brand to be more denim focused and friendly, we will continue to establish ourselves as a destination for casual apparel and accessories,” said Wlazlo. “We are confident this new selection will help customers find the elusive perfect pair of jeans, in just the right size and style preference.”

New a.n.a products were created by experienced, JCPenney product and design teams, who utilized real-time customer feedback to ensure the selection is nothing short of what denim shoppers want. The expanded collection touts Honestly Good Jeans, with 15 fits in more than 80 washes in missy, petite, plus, and tall categories. Sizes 2-24W became available February 6 in stores and online, with the full online assortment carrying sizes 2-30W and tall sizing available March 1.

Previous articlePerrigo Announces Leadership Transition
Next articlePBCareers: Amazon – Head of Creative Operations
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.