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JCPenney Interactive 'Runway Show' to showcase latest spring styles
Feb '09
Bringing the excitement and trendsetting styles of today's fashion world to the fingertips of JCPenney customers, J. C. Penney Company Inc has once again demonstrated its leadership in the online retail space with the launch of an interactive, fully-integrated, virtual runway show on jcp.com.

Showcasing spring styles from the Company's compelling selection of affordable, exclusive designer brands - including nicole by Nicole Miller, Bisou Bisou by Michele Bohbot, as well as new designer collections, ALLEN B. by Allen B. Schwartz and I "Heart" Ronson by Charlotte Ronson - the online experience puts the JCPenney customer front and center of today's hottest runway show, complete with high-energy music and 360 degree views of models in "head-to-toe" looks from each collection.

As part of the experience, customers are also invited to "Meet Our Designers" where -- via video vignettes -- JCPenney's design partners share the inspiration behind their new collections along with their personal point-of-view on upcoming styles for spring.

"As an important part of our digital platform, jcp.com is a key vehicle for engaging our customers with the JCPenney brand," said Mike Boylson, chief marketing officer for JCPenney. "With more than 800,000 women visiting jcp.com each week, this innovative online experience -- showcasing our portfolio of authentic, world-class designers -- provides yet another opportunity to show our customers that we are stepping up our style, delivering the latest, trend-setting looks with the quality they expect and at the prices they love."

The experience comes on the heels of extensive customer research conducted by JCPenney indicating that customers were seeking an online experience that would provide a real-world look at the fit and feel of clothing. The research also indicated customers were seeking inspiration for new styles from trusted fashion authorities they could feel confident wearing. Based on this research, women shopping JCPenney's exclusive designer brands on jcp.com will now find a one-of-a-kind online experience featuring:

Walk the Runway: Models walking the virtual runway showcase a diverse array of "head-to-toe" looks from JCPenney's exclusive designer brands. To make online shopping easy, the "head-to-toe" looks are categorized by the latest spring trends: maxi lengths, floral, frill seekers (ruffles), boyfriend fits and cardigan. Customers can also view the outfits by designer, by model or all at once.

Explore the Latest Looks: New interactive features enable customers to view and easily purchase the complete "head-to-toe" looks from each collection. Along with product details, each look offers a 360 degree view that enables customers to pause the image, rotate or zoom in and out for a more detailed view. Customers can also easily e-mail the look to a friend, mark a look as a "favorite," and check to see if the merchandise is available at their local store.

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