Filling a Fashion Void: J.C. Penney’s Artesia ReleaseJ.C. Penney's turnaround bid hinges on building a better fashion business.

[Collection]J.C. Penney is breaking out another exclusive brand to try to give its fashion business a lift. With fashion critical to Penney’s turnaround efforts, the retailer is launching Artesia, a private boho-style brand for women. It will be introduced in a big way, with nearly 400 of the retailer’s 860 stores and the company web site carrying the collection at the outset. Artesia is being designed and manufactured by One World Apparel, a key supplier. “We strategically chose to bring Artesia into our women’s assortment to fill a void on our floor,” said Jodie Johnson, senior vice president and head of merchandising. “The carefree, eclectic aesthetic of the boho trend appeals to many women and the fit is flattering on countless different shapes and sizes. With the introduction of Artesia, our customer can embrace the bohemian trend without spending a fortune, reinforcing our commitment to bring her elevated, on-trend looks at an incredible value.” Items will be on sale for less than $30. The collection includes crochet cardigans and dusters, peasant blouses and tiered flounce tops with details such as flutter sleeves, lace, tassels and fringe. Earthy tones and paisley prints are emphasized. Penney’s further described the line as “an effortlessly chic collection of relaxed silhouettes, flowy fabrics

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