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Uproar further strengthens JCP children's apparel business
Apr '10
Leveraging its leadership in creating powerful private brands, J. C. Penney Company, Inc. announced the launch of Uproar, a stylish, affordable tween brand that interprets today's latest fashion trends while remaining age-appropriate and Mom-approved.The new private brand will be available in JCPenney stores and jcp.com starting July 20, arriving in time for the Back-to-School shopping season.

In 2009, JCPenney talked to tweens and moms about their shopping habits and style tastes. While tweens initiate shopping trips and select apparel items themselves, moms continue to join them on shopping trips and have a final say in the purchase. JCPenney confirmed through its research that tweens desired the latest fashion trends - with color, embellishments and comfort highlighted as important factors - while moms noted that apparel should not feature edgy slogans and should offer layering components to make the items age-appropriate and adhere to school dress code requirements.

"Using key learnings from our consumer research, we worked to create an authentic brand that would feature the latest fashion trends that tweens desire, but interpreted in a kid-friendly, mom-approved way -- all at the quality and price customers have come to expect from JCPenney," said Clark McNaught, senior vice president and general merchandise manager of JCPenney's children's division. "The launch of this exciting brand underscores our commitment to delivering fashion at an affordable price that responds to the needs of our customers. Uproar furtherstrengthens our children's apparel business and provides yet another compelling reason for customers to shop with us this Back-to-School season."

Created for girls and boys ages 9-13, Uproar will offer cool, edgy and functional styles and feature premium denim and the latest fabrics and finishes. The collection will include trendy items such as graphic and studded tees, tunics, military-style sweaters and motorcross jackets as well as leggings, jeggings and skinny and bootcut jeans. Jeans in the collection will include fashionable "deconstructed," "rip and repair" and "chunky stitch" styles in various washes, incorporating foil, zipper or leather patch features. Details have been incorporated into the collection to ensure it remains age-appropriate with items offering built-in layering, graphics worded and placed appropriately on the apparel items, jeans styled with a worn-in look featuring repaired holes, and more.

Uproar builds on JCPenney's retail leadership in creating powerful private brands. The Company's industry-leading product development and merchandise flow initiatives -- including trend, research, design, multi-country sourcing, logistics, technology, quality control/testing facilities and inventory management -- serve as a unique competitive advantage, allowing JCPenney to create brands that bring newness and innovation to its merchandise assortment. Today, many of the Company's private brands -- including successful children's brands Okie Dokie and The OriginalArizona Jean Co. -- have achieved consumer awareness on par with major national brands. With the launch of Uproar, JCPenney continues to respond to customers needs, incorporating its private brand expertise into the creation of a fashion-forward apparel collection designed specifically for its tween customer.

J. C. Penney Company, Inc

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