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J.C. Penney’s new lifestyle brand is designed for ‘Instagram moments’

BY Marianne Wilson

J.C. Penney continues to expand its assortment of exclusive and private brands with the upcoming launch of its first cross-division private brand in years. And that’s not the only twist.

The department store retailer unveiled a family line of apparel and home decor, Peyton and Parker, that will be available seasonally, in limited-edition capsule collections. It will launch with a holiday line featuring coordinating apparel, accessories and shoes for men, women and children, as well as home décor.

The introductory collection, which will be available in nearly 400 J.C. Penney stores and at JCPenney.com beginning Oct. 19, features plaids, buffalo checks, rose gold sequins, glitter, navy stripes, ivory cable knits and denim – all designed to mix and match. It will be displayed by the women’s department, toward the front of the store.

“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,” said Val Harris, senior VP of product development and design for J.C. Penney. “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.”

In addition to an influencer campaign, Peyton and Parker will be promoted via the company’s email, social and digital marketing channels. Penney Rewards members will get an advanced look at the collection on the retailer’s website on Oct. 16 and 17.

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