OPERATIONS

J.C. Penney biggest private brand gets a ‘cool’ makeover

BY Marianne Wilson

J.C. Penney has revamped its Arizona line just in time for the back-to-school shopping season.

Leveraging feedback from teen focus groups, the department store retailer said it has completely remixed its heritage denim brand to incorporate more fast-fashion and trend-right pieces. It also is revitalizing the brand’s in-store presentation, introducing new social channels aimed at engaging teens, and has launched an exclusive partnership with popular teen influencers Brooklyn and Bailey McKnight who will serve as Arizona brand ambassadors. (The identical twin teens have over five million YouTube subscribers and over three million Instagram followers.)

Prominently anchored with an all-new logo, the Arizona in-store shop at Penney stores now features a more inspirational shopping environment with updated lifestyle graphics and signage. Mannequin displays call out top trends across multiple product categories. Life-size cut outs of Brooklyn and Bailey will be featured, with signage calling out each girl’s favorite pieces from the current Arizona collection. “Brooklyn’s Pick” and “Bailey’s Pick” will be updated seasonally in stores

“One in three J.C. Penney customers buys Arizona, making it our largest private brand and a key traffic driver,” said Jodie Johnson, senior VP and head of merchandising for J.C. Penney. “With exciting updates to Arizona, along with our new partnership with Brooklyn and Bailey, we are elevating our credibility with teens as a destination for fashionable looks at a great price.”

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