JCPenney Launches Obsess, a Totally Fun, Totally Stylish Tween Brand
February 21 2018 - 12:25PM
Olympic gold
medalist Laurie Hernandez inspires first Obsess capsule collection
for Gen Z girls
PLANO,
Texas - (Feb. 21, 2018) -
JCPenney [NYSE: JCP] is taking a cue from the digitally-connected,
social media-inspired tween generation and launching an exclusive
new brand, Obsess, that features rotating capsules inspired by
influential young women who promote a positive body image. The
brand's first collection, influenced by Olympic gold medalist
Laurie Hernandez, features trendy tops, rompers, dresses and jeans
designed for all body types. Obsess will launch at JCPenney.com on
Feb. 26, and will be available in 500 JCPenney stores beginning
March 2.
"Obsess is a very unique brand
that allows JCPenney to reach a generation of girls who move
rapidly from one fashion trend to another, as they discover new
style inspiration through daily social media feeds. By working with
inspiring young women like Laurie Hernandez for unique capsule
collections under the Obsess brand, JCPenney is able to offer tween
girls the fresh, new styles they crave," said James Starke, senior
vice president of merchandising for JCPenney. "As we focus on
driving business to JCPenney, we have an opportunity with Obsess to
attract an entirely new, and often elusive, Generation Z customer.
Gen Z holds $44 billion* in buying power and is on track to
becoming the largest consumer segment over the next few years,
representing significant sales growth potential."
The introductory capsule
collection for Obsess is an authentic representation of Hernandez's
style. Tween girls will find casual, yet feminine, looks designed
for every shape and size, including cold shoulder, peplum tops,
bright floral prints, embroidered jeans and, one of Hernandez's
favorite pieces, a teal bomber jacket with pink flowers on the
sleeves. Hernandez was personally involved in the development of
this line and approved each piece of the collection. Obsess is
available for girls in sizes 7 to 20, including plus sizes, with
sale prices ranging from $21.99 for an embroidered, ruffled top to
$34.99 for a floral dress.
"My body changes so much between
training, travel and down time. Comfort is so important. I wanted
to create casual, cool clothes for girls of all shapes," said
Hernandez. "I am so excited to launch my Obsess capsule at JCPenney
and help girls feel confident and comfortable."
Obsess will be available within
the JCPenney girls' department complementing a comprehensive
assortment of popular brands, including The Original Arizona Jean
Co.®, by&by, Nike® and Levi's®. With rotating concepts,
customers will find an entirely new Obsess collection this summer
with a distinct aesthetic and style for back-to-school. The next
Obsess celebrity collaboration will be announced later this
year.
For video and images of Obsess
apparel and Laurie Hernandez, please visit:
https://www.jcpnewsroom.com/news-releases/2018/0221_obsess_featuring_laurie_hernandez.html
*IBM Institute for Business Value,
Uniquely Generation Z
JCPenney
Media Relations
972-431-3400
or jcpnews@jcp.com
Follow @jcpnews on Twitter for the
latest announcements and Company information.
About
JCPenney
J. C. Penney Company, Inc. (NYSE:
JCP), one of the nation's largest apparel and home furnishings
retailers, combines an expansive footprint of approximately 875
stores across the United States and Puerto Rico with a powerful
e-commerce site, jcp.com, to connect with shoppers how, when and
where they prefer to shop. At every customer touchpoint, she will
get her Penney's worth of a broad assortment of products from an
extensive portfolio of private, exclusive and national brands.
Powering this shopping experience is the customer service and
warrior spirit of over 100,000 associates across the globe, all
driving toward 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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