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JCP & Decree to offer sophisticated fashion line to young adults

Jun '08
In order to continue to offer an exciting & complete assortment for its teen and young adult customers, J. C. Penney Company Inc. announced the launch of private brand Decree in Juniors as well as exclusive brand American Living and national brand Whitetag in Young Men's.

Brand's launches are an integral part of the Company's strong assortment aimed at teens which also includes a new lifestyle merchandising initiative in its Juniors department and an enhanced store environment. As the No. 1 department store for teens in the mall, this strategy extends JCPenney's leadership position and creates an opportunity to further capture the loyalty of most discriminating, yet increasingly influential customers - teens.

"Teens have always been a cornerstone of our business and they are emerging as today's key influencers of purchase decisions made by their family," said Ken Hicks, president and chief merchandising officer for JCPenney. "Given the increasing importance of this segment, we're building on our strong relationship with teens by delivering a complete array of relevant lifestyle offerings and brands that are as diverse as the Juniors and Young Men's customers that we serve. JCPenney is the only destination where teens can find such a powerful range of offerings - from apparel, footwear and accessories to beauty with our Sephora inside JCPenney concept -- that enables them to create their own individual style at a smart price."

Decree - A New Private Brand for All-American Juniors
This Back-to-School season JCPenney will launch a new private brand Decree, adding to the Company's lifestyle offering in Juniors. This launch builds on the recent announcement of national brand Le Tigre - now available at JCPenney - and exclusive brand Fabulosity - also available to Juniors this Back-to-School season.

Designed, developed and sourced in-house, Decree will offer sophisticated apparel, accessories and footwear aimed at female teens and young adults. The all-American inspired brand will be premium denim driven, providing JCPenney's younger customers on-trend, relevant and authentic styles with superior quality and fit all at a smart price.

Exciting New Brands in Young Men's
The Young Men's department will also add two exciting new brands just in time for the Back-to-School season. American Living for Young Men,an exclusive brand developed by Global Brand Concepts, a division of Polo Ralph Lauren, will feature premium denim, signature polos, tees and fleece in classic, traditional styling. Joining the Young Men's best tier of national brands is Whitetag, an "urban rock" inspired collection. With a focus on premium denim the brand will offer trend right, art driven tees, woven shirts and fleece track jackets. Denim jeans from the collection will showcase the latest fits and finishes with superior quality and uncompromised attention to detail.

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