J. C. Penney seeks teens. And to lure them into JCP stores, the retailer is adding brands that appeal to teen-agers and young adults. It also is changing fixtures and graphics to attract these shoppers.
In its Juniors department, JCP is launching private brand “Decree.”
“Whitetag,” a national brand, and “American Living,” an exclusive brand, come to the Young Men’s department.
Not surprisingly, it is denim that drives the “Decree” brand. Five-pocket jeans by “Decree” retail for $38. Seems pricey to me, but teens can convince their parents to spend on items they really, really, really want.
“American Living,” was developed by Global Brand Concepts, a division of Polo Ralph Lauren. In keeping with Polo and Ralph Lauren, “American Living,” styles are more traditional while “Whitetag” fashions are more artsy.
And there is a reason for that. JCP wants to appeal to four specific lifestyles: conservative, traditional, modern and trendy.
In some, but not all, JCP stores, music in the Juniors and Young Men’s departments will come from pop recording artists.
And, in a move dear to my own heart, it sounds as if JCP is paying attention to its fitting rooms. Some newly designed dressing rooms will feature flat screen televisions and — oh my gosh, what a concept — sitting areas.
There are plenty of reasons that J. C. Penney has been on the retailing scene for a very long time. These are a few of the more current ones.