JCPENNEY ENTICES MILLENNIALS WITH LAUNCH OF BELLE + SKY(TM)
February 08 2016 - 8:30AM
Vibrant new center
core experience showcasing handbags, women's shoes, fashion jewelry
and accessories coming to stores
PLANO, Texas
- (Feb. 8, 2016) - JCPenney [NYSE: JCP] is
taking fashion to new heights with the debut of Belle + Sky(TM),
the Company's newest private brand designed for shoppers seeking
attainable fashion with a sharper edge. Created with the millennial
woman in mind, Belle + Sky was piloted in select stores and on
jcp.com last fall and will soon be available in 500 stores starting
Feb. 12. Additionally, the Company will begin introducing a modern
new center core layout in over one-third of JCPenney stores this
spring. This new layout will transform the areas of fashion
jewelry, accessories, footwear and handbags into a vibrant shopping
environment that complements Sephora inside JCPenney and the Fine
Jewelry Store. These strategic initiatives reinforce the
Company's focus on creating some of the industry's leading private
brands and giving customers more reasons to shop JCPenney.
"Belle + Sky is going to resonate
with a diverse group of women in their 20s and 30s who are style
conscious, digitally connected and are quick to emulate their
outfits based on what they're seeing on various social media
channels," said Siiri Dougherty, senior vice president of women's
apparel at JCPenney. "Millennials spend approximately $600 billion
a year*, and therefore we know that she's willing to invest in
brands that reflect who she is and how she lives. With its trendy
designs, lifestyle versatility and great value, we believe Belle +
Sky will capture her attention and win her loyalty."
JCPenney plans to engage this
digitally connected shopper by using an omnichannel approach to
marketing Belle + Sky. The Company will leverage popular social
media channels and offer the new generation of millennial
women meaningful wardrobe solutions that reflect her personality
and busy lifestyle. This includes partnering with popular bloggers
and fashion influencers to help showcase the style
and versatility of the Belle + Sky brand.
Created by a team of JCPenney
designers, Belle + Sky is the Company's first contemporary private
brand infused with new designs throughout the season, giving
shoppers faster access to runway-inspired looks. It complements an
existing assortment of exclusive modern brands including nicole by
Nicole Miller® and Bisou Bisou®.
For spring, Belle + Sky is
influenced by retro Bohemian styles and feminine silhouettes. In
stores and on jcp.com, shoppers will find a collection of textured
tops and dresses infused with floral and paisley prints, body-con
dresses and vintage-inspired denim. Edgier pieces in the collection
include moto jackets, fringe t-shirts, ruched and graphic patterned
pencil skirts. A complete outfit ranges from $40 to $100. Sizes are
available in XS-XL and 2-16 in stores, while jcp.com offers
extended sizing up to XXL and size 18, as well as 0x-3x and 16w-24w
in plus sizes. Belle + Sky also features a signature handbag twelve
times a year, and a complementary shoe line is scheduled to launch
in select stores this fall that will echo the style and
sophistication of the brand.
Creating a Bold
Presence in Stores
Last year, an inspiring center core environment was piloted in
select stores to promote greater cross shopping between fashion and
fine jewelry, shoes, handbags and beauty. Given the pilot's
success, the Company is bringing this new presentation to select
stores starting in April. From sunglasses and scarves to watches
and earrings, an easy-to-shop accessories area will be organized by
brand, color and style aesthetic. Display walls will be updated
with contemporary graphics and accent lighting that will enable
every accessory piece to pop with color and shine. Merchandise from
brands such as Liz Claiborne®, Mixit(TM), Worthington® and a.n.a®
will be prominently displayed on sleek, modern fixtures surrounding
a life-size black lacquer mannequin that serves as a focal point
for exhibiting the season's most stylish trend statements.
"As we continue to expand our
center core concept to more stores, customers will discover
compelling displays that bring accessories to life in a meaningful
and dynamic way," said Jodie Johnson, senior vice president of
footwear and handbags at JCPenney. Each piece in our collection of
brands has been thoughtfully curated and displayed to ensure that
she can discover various ways to update her wardrobe and take her
style to the next level."
For images related to Belle + Sky, please visit
jcpnewsroom.com/news-releases/2016/0208_belle+sky.html
*According to a 2013 Accenture Outlook journal
article
JCPenney Media
Relations
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or jcpnews@jcp.com
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About
JCPenney
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest
apparel and home furnishing retailers, is dedicated to fitting the
diversity of America with unparalleled style, quality and value.
Across approximately 1,020 stores and at jcpenney.com, customers
will discover a broad assortment of national, private and exclusive
brands to fit all shapes, sizes, occasions and budgets. For more
information, please visit jcpenney.com.
###
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behalf of NASDAQ OMX Corporate Solutions clients.
The issuer of this announcement warrants that they are solely
responsible for the content, accuracy and originality of the
information contained therein.
Source: J. C. Penney Company, Inc. via Globenewswire
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