JCPenney Unveils BTS Lineup

JCPenney is getting ready for back-to-school shopping with a series of exclusive apparel offerings.

April 6, 2018

2 Min Read

JCPenney is getting ready for back-to-school shopping with a series of exclusive apparel offerings, including the U.S. launch of Joe Fresh Kids.

"We've completely revitalized our entire kids department, from making sizes easier to find to improving the quality, fit and styling of our merchandise," says Betsy Schumacher, senior vice president and general merchandise manager, children's, JCPenney. "The addition of Joe Fresh Kids is just the start of an inspiring new shopping experience at JCP, which features some of the most respected name brands in apparel, shoes and accessories that will make any kid feel excited about going back to school."

The retailer will also continue last year’s haircut and eyeglass promotion that offers haircuts for $10 and eyeglasses for $25.

Earlier this week, the retailer named Debra Berman, formerly of Kraft Foods, as its new senior vice president of brand strategy, according to AdAge. Berman’s appointment is one of the first big executive moves the retailer has made since replacing CEO Ron Johnston in April and re-focusing its strategy for a turnaround.

The new collection from Joe Fresh Kids, which is Canada's top kids’ brand, will be available in the U.S. exclusively at JCPenney with styles for boys, girls, babies and toddlers.

A range of other brand exclusives will round out JCP BTS offerings including:

·      Girls: A revamped Total Girl collection as well as all new styles and washes from The Original Arizona Jean Co. will join lines featuring Disney characters and Dreampop by Cynthia Rowley.

·      Boys: Levi’s is offering a full collection of tees and button-ups in addition to its jeans, as well as expanded sizes in the Arizona and Xversion activewear lines and a larger selection of Nike apparel.

·      Teens: Among the brands available for teens this fall are Olsenboye, created by Mary-Kate and Ashley Olsen, Decree, by & by, and L'Amour Nanette Lepore (available exclusively at JCPenney). For guys JCP is featuring a range of screen tees and other offerings from from Vans, DC, Dickies and Zoo York.

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