Penney’s ‘Remixes’ Its $1 Billion Arizona BrandTeen influencers and twins Brooklyn and Bailey McKnight have become Arizona “brand ambassadors.”

[Collection]As Arizona goes, so goes J.C. Penney. The department store chain has recast its 19-year-old Arizona private brand with changes in the styling, marketing, in-store displays and product development cycle, in an effort to reverse weak sales trends and ride what’s expected to be a good back-to-school season for retailing overall. “Frankly, over the years we sat on our laurels with Arizona. It got too basic and lost touch with the teen customers,” James Starke, Penney’s senior vice president and head of merchandising for men’s, children’s, home and jewelry, told WWD. “The last time we did anything significant was when we launched shops in 2012,” Starke added. Arizona is Penney’s largest volume brand, doing almost $1 billion in revenue. “It spans from kids to teenage boys and girls. It’s grounded in denim, but there are also fashion accessories, handbags, footwear, outerwear, sportswear. It’s a huge brand. It was time for a comprehensive head-to-toe relook at the brand. Internally, we call it a ‘remix,’” he said. Penney’s has tapped twin sisters and teen influencers Brooklyn and Bailey McKnight as Arizona “brand ambassadors” to reach teens and Gen Z customers. They will be appearing at select Penney’s stores beginning in late July; life-size cutouts of the

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