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JCP style 'Made for Manhattan'

16 Jul '09
6 min read

For convenience and speedy checkout, the store features nearly 100 registers and an electronic queuing system that directs customers to available registers and informs customers of their estimated wait times. In addition, every store register provides a gateway to jcp.com and its extended selection of merchandise, some of which may not be widely available in stores due to space constraints or time of year – including extended sizes and colors, specialized offerings such as children's furniture or outdoor furniture, as well as options for home or store delivery.

Style for the Times
As a showplace for JCPenney's stepped-up style in the heart of Manhattan, the store will feature JCPenney's outstanding assortment of brands, including:

• Some of the most recognized national brands such as Kitchenaid, Southpole, Nike and adidas.
Exclusive brands and designer collaborations, such as I “Heart” Ronson, ALLEN B. , Bisou Bisou, Fabulosity and nicole by Nicole Miller.
• Two new exclusive brands – home brand Cindy Crawford Style and menswear brand JOE Joseph Abboud – that will debut at the Manhattan store, two months before arriving in other JCPenney stores.
• An array of stylish teen and children's brands for back-to-school shopping, including three recently launched surf-and-skate-inspired brands for young men: RS By Sheckler, Rusty, and Third Rail a Zoo York Production.
• American Living, the new tradition in American style for family and home, which was developed for the JCPenney customer by Polo Ralph Lauren's Global Brand Concepts.
• Industry-leading private brands such as Stafford for men, Worthington for women, Ambrielle in lingerie and Linden StreetTM for the home.
• America's best assortment of window coverings from Waverly, Croscill, Linden Street™, Studio and more, offered in a range of ready-made and custom-sized solutions to dress any window in style.

The store also showcases a 2,000-square-foot Sephora beauty boutique boasting a selection of the best Sephora has to offer, including some of the most desired brands in makeup, skincare, fragrance, and accessories, and staffed by a team of beauty experts.

Taking it to the Streets
A special marketing campaign tied to the store opening includes a distinctive “NYC/JCP” logo, Manhattan skyline graphic and unique shopping bag and is aimed at New Yorkers of all types – natives, transplants and suburbanites. The initial campaign incorporates billboards, bus shelter and subway signs, wrapped tour buses, direct mail and digital components such as e-mail and cell phone advertising to reach New Yorkers where they live with edgy, fun messages that break through the clutter and highlight JCPenney's stepped-up style. For four days following the grand opening, JCPenney “street teams” will turn up in public spaces around Manhattan for fashion demonstrations and prize give-aways, along with entry forms for a $1,000 shopping spree, while specially branded pedicabs will offer free rides to the new JCPenney store.

A festive grand opening ceremony is planned for Friday, July 31, at 9:30 a.m. in Greeley Square Park across the street from the store, with activities continuing throughout the weekend. Regular store hours will be Monday through Saturday from 9 a.m. to 9:30 p.m. and Sunday from 10 a.m. to 8:30 p.m.

The Manhattan store is among five JCPenney stores celebrating grand openings on July 31. Other openings are planned in Hiram, Ga.; Lee's Summit, Mo.; Fairview, Texas; and Pleasant Prairie, Wis.

J. C. Penney Company Inc

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