J.C. Penney (JCP) Launches Latest Private-Label Brand, Belle + Sky

February 8, 2016 - fall Denim


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JCPenney [NYSE: JCP] is holding conform to new heights with a entrance of Belle + Sky, a Company’s newest private code designed for shoppers seeking receptive conform with a crook edge. Created with a millennial lady in mind, Belle + Sky was piloted in name stores and on jcp.com final tumble and will shortly be accessible in 500 stores starting Feb. 12. Additionally, a Company will start introducing a complicated new core core blueprint in over one-third of JCPenney stores this spring. This new blueprint will renovate a areas of conform jewelry, accessories, boots and handbags into a colourful selling sourroundings that complements Sephora inside JCPenney and a Fine Jewelry Store. These vital initiatives strengthen a Company’s concentration on formulating some of a industry’s heading private brands and giving business some-more reasons to emporium JCPenney.

“Belle + Sky is going to ring with a different organisation of women in their 20s and 30s who are character conscious, digitally connected and are discerning to obey their outfits formed on what they’re saying on several amicable media channels,” pronounced Siiri Dougherty, comparison clamp boss of women’s attire during JCPenney. “Millennials spend approximately $600 billion a year*, and therefore we know that she’s peaceful to deposit in brands that simulate who she is and how she lives. With a smart designs, lifestyle flexibility and good value, we trust Belle + Sky will constraint her courtesy and win her loyalty.”

JCPenney skeleton to rivet this digitally connected shopper by regulating an omnichannel proceed to selling Belle + Sky. The Company will precedence renouned amicable media channels and offer a new era of millennial women suggestive habit solutions that simulate her celebrity and bustling lifestyle. This includes partnering with renouned bloggers and conform influencers to assistance showcase a character and flexibility of a Belle + Sky brand.

Created by a group of JCPenney designers, Belle + Sky is a Company’s initial contemporary private code infused with new designs via a season, giving shoppers faster entrance to runway-inspired looks. It complements an existent collection of disdainful complicated brands including nicole by Nicole Miller® and Bisou Bisou®.

For spring, Belle + Sky is shabby by retro Bohemian styles and delicate silhouettes. In stores and on jcp.com, shoppers will find a collection of textured tops and dresses infused with floral and paisley prints, body-con dresses and vintage-inspired denim. Edgier pieces in a collection embody moto jackets, fringe t-shirts, ruched and striking patterned pencil skirts. A finish outfit ranges from $40 to $100. Sizes are accessible in XS-XL and 2-16 in stores, while jcp.com offers extended sizing adult to XXL and distance 18, as good as 0x-3x and 16w-24w in and sizes. Belle + Sky also facilities a signature purse twelve times a year, and a interrelated shoe line is scheduled to launch in name stores this tumble that will relate a character and sophistication of a brand.

Creating a Bold Presence in Stores
Last year, an moving core core sourroundings was piloted in name stores to foster larger cranky selling between conform and excellent jewelry, shoes, handbags and beauty. Given a pilot’s success, a Company is bringing this new display to name stores starting in April. From sunglasses and scarves to watches and earrings, an easy-to-shop accessories area will be orderly by brand, tone and character aesthetic. Display walls will be updated with contemporary graphics and accent lighting that will capacitate each appendage square to cocktail with tone and shine. Merchandise from brands such as Liz Claiborne®, Mixit(TM), Worthington® and a.n.a® will be prominently displayed on sleek, complicated fixtures surrounding a life-size black lacquer mannequin that serves as a focal indicate for exhibiting a season’s many stylish trend statements.

“As we continue to enhance a core core judgment to some-more stores, business will learn constrained displays that move accessories to life in a suggestive and energetic way,” pronounced Jodie Johnson, comparison clamp boss of boots and handbags during JCPenney. Each square in a collection of brands has been solemnly curated and displayed to safeguard that she can learn several ways to refurbish her habit and take her character to a subsequent level.”

For images associated to Belle + Sky, greatfully revisit jcpnewsroom.com/news-releases/2016/0208_belle+sky.html

*According to a 2013 Accenture Outlook biography article

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