Multichannel general merchant J.C. Penney is targeting a younger demographic with the launch of She Said, a contemporary career sportswear brand geared to professional women. This new private brand,¬ designed, developed and sourced inhouse,¬ is now available at J.C. Penney stores, online at jcp.com and via catalog.
She Said, which J.C. Penney says is named for “the girl in the know,” is designed to appeal to younger customers by offering “cutting-edge style and quality at affordable prices,” according to a company statement. Collection items range in price from $26-$44 for tops, $44-$50 for pants, $44-$58 for dresses, $44 for skirts, and $68-$85 for jackets.
The line joins the Penney’s growing roster of contemporary exclusive brands including Bisou Bisou, I “Heart” Ronson, Allen B., Oxford & Regen, and Twelfth of Eleven. These brands are available on the J.C. Penney Website under a new contemporary lifestyle tab via the women’s category.
The company will expand the contemporary lifestyle tab in October to include a robust site that will allow customers to mix and match pieces, search for pieces by designer or category and share looks with friends via Facebook. The enhancements will provide “more innovative ways to interact with the merchandise and other customers,” says Penney spokesperson Jayme Cudworth.
The merchant will also mail a 44-page specialty “Little Red Book” catalog on Sept. 16 that will highlight a variety of styles from Penney’s contemporary lifestyle assortment, says Cudworth. She would not reveal the circulation but said the catalog would go to the company’s online and in-store customers; another 44-page Little Red Book will mail Nov. 29.
Neil Stern, a retail analyst and senior partner for retail consultancy McMillan Doolittle, says this new collection bodes well for J.C. Penney. The cataloger/retailer clearly needs to continue to move the business forward as the economy will eventually recover, he says; going after a younger, more modern customer base makes sense.
What’s more, Stern says, “the product looks great, and J.C. Penney is very experienced in creating and launching private brands.”