JCPenney is rolling out a virtual runway to showcase some of the latest spring styles from its top designers.
Visitors can check out exclusive designer brands, including nicole by Nicole Miller and Bisou Bisou by Michele Bohbot. The interactive features were added to its Web site to keep shoppers engaged with its brand.
JCPenney research showed that customers wanted a richer experience online that would give a more realistic look at clothing the department store offers, the company said. In addition, customers look for new styles from the brands they enjoying wearing.
More than 800,000 women visit JCP.com each week, JCPenney said.
“As an important part of our digital platform, jcp.com is a key vehicle for engaging our customers with the JCPenney brand,” Mike Boylson, CMO for JCPenney, said in a statement.
The site is designed to recreate the feel of a live show. It features music, 360-degree views of models and video vignettes of designers talking about their new clothing lines in the “Meet Our Designers” section.
The site’s “Runway” features spring trends, such as maxi lengths, boyfriend fits and cardigans. Visitors can also check out outfits by designer or by model. People purchase the entire look online, or search JCPenney stores to find the merchandise. Shoppers can also e-mail the outfits to themselves, or to friends.
JCPenney is supporting the site’s launch with an e-mail campaign targeting 15 million customers. It also is sending direct mail to customers that is meant to complement the online experience.
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