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JCPenney unveils sportswear brand for females
12
Sep '09
J. C. Penney Company, Inc. announced the launch of she said, a contemporary career sportswear brand catering to the female professional. Bolstering JCPenney's assortment of contemporary brands, the private brand – designed, developed and sourced in-house.

“The launch of she said strategically positions the Company to meet the demand for a sportswear collection that works into a younger customer's everyday life with cutting-edge style and quality at affordable prices, ultimately making JCPenney the destination for this important customer niche,” said Liz Sweney, executive vice president for Women's at JCPenney. “she said is the latest example of how our in-house design talent – along with our cycle time/flow initiatives – is a strong competitive advantage for JCPenney, providing us the capability, flexibility and speed to step up our style with a variety of new contemporary brands.”

Named for the girl “in the know,” she said features a body conscious fit with signature pieces that allows customers to mix and match styles to create their own unique look. Items throughout the collection easily transition from work to going out. she said will be supported by print, direct mail, preprint and digital marketing. she said joins JCPenney's growing assortment of contemporary exclusive brands including Bisou Bisou, I “Heart” Ronson, ALLEN B., Oxford & Regent and Twelfth of Eleven, creating a coalition of brands that provides customers with a variety of style and fashion at affordable prices.

Sweney added, “In today's retail environment, price alone cannot be the primary factor for buying. 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. Now is the time to invest and grow our contemporary business, taking our style to a younger, more discerning audience by offering them new, fashion-forward merchandise – along with a new exciting and engaging shopping experience – all at our affordable prices.”

Catering to how the contemporary customer likes to shop, JCPenney will feature all of its contemporary Women's brands together in store, online and via catalog, allowing customers to find the latest looks, styles and fits to mix and match. In-store, floor layout and visual elements have been updated with a signature purple color theme and design, creating a zone for the contemporary customer. 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 robust site 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.

J. C. Penney Company Inc

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