JCPENNEY CHANNELS THE MILLENNIAL SHOPPER WITH EMPHASIS ON MODERN AND CASUAL TRENDS IN HOME
October 25 2016 - 10:08AM
PLANO, Texas -
(Oct. 25, 2016) - There is no place like home for the
millennial, which is why JCPenney [NYSE: JCP] has announced today
an updated assortment of fashion bedding, window coverings and soft
home basics designed for this increasingly important demographic.
Debuting this fall, a wider selection of modern, casual and
transitional designs will be reflected in Studio(TM) by JCP Home,
Royal Velvet® and JCPenney
Home®. These
trusted private brands boast on-trend style, quality and value,
boosting the Company's strategic merchandising effort to revitalize
and differentiate the home furnishings found only at JCPenney.
"As the largest generation of
consumers today, millennials have high expectations for their
homes. They want to be inspired by their surroundings, opting for a
balance of clean lines, modern styles and classic finishes when it
comes to home décor," said John Tighe, chief merchant for JCPenney.
"We found that many young adults have transitional taste that
crosses over between traditional and contemporary style,
influencing our merchant, design and trend teams to incorporate
more modern and casual elements into some of our most popular
private brands."
A key learning about the Gen Y
culture is that they often gather design ideas from blogs and
social media sites such as Pinterest and Instagram that show how to
layer various prints, textures and color schemes to create a
cohesive design aesthetic. Some of the Company's most engaging pins
offer tips and tricks on how to incorporate JCPenney home products
into the latest seasonal trends. Understanding the importance of
providing visual inspiration, beginning Oct. 28, The Home Store at
JCPenney will display more bedding ensembles featuring modern,
casual and transitional designs created with the millennial home
shopper in mind. These in-store lifestyle presentations help
customers visualize an entire look or they can visit the JCPenney
Pinterest board "Where The Heart Is" to see how easy it is to mix
and match pieces from multiple brands to create a unique expression
of style.
Studio for Modern
Living
Studio by JCPenney Home is undergoing a resurrection with a
stronger emphasis on the modern aesthetic. The JCPenney trend and
design teams have infused modern abstract designs and geometric
motifs in over one-third of the fall Studio collection, including
bedding, bath accessories and window treatments. Influenced by city
lofts and urban living, the brand features clean lines, textured
fabrics and rich, bold colors including teals, grays and browns.
Updated modern window treatments topped with sleek grommets
complement the bedding and bath collections and now offers
coordinating curtain rods. Later this month, Studio will introduce
two new modern bedding patterns in stores, Omega and Asher,
designed to bring a modern elegance to any bedroom.
Royal Velvet
Meets Casual Sophistication
Known for its intricate design and traditional, detailed prints,
the JCPenney trend and design teams have introduced a more casual
element to Royal Velvet, while still preserving the brand's rich
heritage. In addition to distressed, tonal colors including linen
neutrals, blues and grays, customers will find stamped medallions
and traditional ikat prints designed to appeal to the younger,
millennial shopper. The casual designs featured throughout the
brand still offer the luxurious look she desires with matching
sheets, bath and window treatments available. To complement her new
bedding, Royal Velvet is launching an oversized, Luxury Egyptian
Cotton Bath Towel and coordinating rug, beginning on Dec. 2. With
increased absorbency and softness, the towel is fade resistant and
comes in 13 solid colors and four jacquard prints.
Making Style
Versatile with JCPenney Home
JCPenney Home is a relaxed and casual collection of bedding, bath
and window treatments that can be dressed up, or dressed down, to
fit a variety of design aesthetics. With distressed fabrics,
eclectic and classic prints and unique touches of decorative
accents, JCPenney has created a transitional and fresh assortment
of merchandise that appeals to the Gen Y shopper. Neutral colors
are key with gray, golden yellow, new blues and spice tones
featured throughout the JCPenney Home collection. By choosing
JCPenney Home products and embracing the transitional trend, home
shoppers can color outside the lines and create their own unique
design aesthetic - something that has come to personify the
millennial generation.
No matter what design style a
shopper prefers, The Home Store at JCPenney has the most popular
trends and looks, all for an incredible value. Studio, Royal Velvet
and JCPenney Home are featured in the Home Fall/Winter Style
Book 2016, which is available to view at jcp.com.
For images, please visit:
http://www.jcpnewsroom.com/news-releases/2016/1025_channels_millennial_shopper_in_home.html
JCPenney Media
Relations:
(972) 431-3400 or jcpnews@jcp.com; follow us at @jcpnews
About
JCPenney:
J. C. Penney Company, Inc. (NYSE:JCP), one of the nation's largest
apparel and home furnishings retailers, is on a mission to ensure
every customer's shopping experience is worth her time, money and
effort. Whether shopping jcp.com or visiting one of over 1,000
store locations across the United States and Puerto Rico, she will
discover a broad assortment of products from a leading portfolio of
private, exclusive and national brands. Supporting this value
proposition is the warrior spirit of over 100,000 JCPenney
associates worldwide, who are focused on the Company's three
strategic priorities of strengthening private brands, becoming a
world-class omnichannel retailer and increasing revenue per
customer. For additional information, please visit jcp.com.
###
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information contained therein.
Source: J. C. Penney Company, Inc. via Globenewswire
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