J. C. Penney Company, Inc. has launched she said, a contemporary career sportswear brand catering to the female professional. The private-label brand will be touted through the company’s stores, online at jcp.com and via catalog.
Online on jcp.com, the brands have been brought together under a new contemporary lifestyle tab under Women’s. The contemporary lifestyle tab will expand in October to include a site feature that will allow customers to mix and match pieces, search for pieces by designer or category, share looks with friends via Facebook, and more.
Furthermore, a specialty “Little Red Book” catalog to be mailed on Sept. 16 that will highlight for customers a variety of styles from the Company’s contemporary lifestyle assortment.
In-store, floor layout and visual elements have been updated with a signature purple color theme and design.
According to JCPenney, the new brand is named for the girl “in the know,” she saidfeatures a body conscious fit. Items throughout the collection easily transition from work to going out and will be offered at JCPenney’s “better” and “best” pricing tiers with items ranging from $26-$44 for tops, $44-$50 for pants, $44-$58 for dresses, $44 for skirts and $68-$85 for jackets.
“In today’s retail environment, price alone cannot be the primary factor for buying.” said Liz Sweney, executive VP for Women’s at JCPenney, in a statement. “After months of pulling back on spending due to the recession, consumers have a pent up desire to spend – even if only a little. However, they’re not looking to spend it on basics, they want something special.”
