TECHNOLOGY

J.C. Penney wants to make the new school year easier for everyone

BY Dan Berthiaume

Parents, kids, and even teachers are beneficiaries of J.C. Penney’s expansive new back-to-school marketing campaign.

The department store retailer has rolled out its new back-to-school promotional effort, with the tagline “Back to You,” in a national TV spot. Penney will also feature Back to You across email, social and digital marketing channels. The retailer’s social media channels will partner with teachers to showcase back-to-school trends through unique content.

This August, Penney is surprising more than 200 teachers at select schools in underserved communities with $200 shopping sprees to refresh their wardrobes, along with makeovers at its in-store The Salon by InStyle beauty salons as well as the Sephora shops inside Penney stores. Professional athletes with ties to each community will co-host the shopping sprees. Additionally, the retailer will donate $1,000 of socks and underwear to each of the selected schools.

Other features of Penney’s back-to-school campaign include:
• Logo apparel and shoes including Nike, adidas, Champion, Puma, Reebok, Converse and Vans.
• School uniforms from Izod and Arizona in stores, and Izod adaptive uniforms online.

• $10 haircuts for kids in grades K-6 at J.C. Penney Salon and Salon by In-Style through Sept. 15.

• Students under 16 can purchase one pair of eyeglasses for $39.99 or two for $69.99 at JCPenney Optical through Sept. 29.

“A new school year is the perfect opportunity to refresh your style and settle into a new routine,” said Michelle Wlazlo, executive VP, chief merchant for J.C. Penney. “J.C. Penney went straight to the source and talked to teens directly to hear what trends are important to them and what kind of fashion they expect. We applied these key learnings directly to the merchandise you see on our floor today in an age-appropriate and budget-friendly way.”

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