J.C. Penney revamps Arizona private label for back-to-school

Discussion in 'Market News' started by sniper-academy, Jul 12, 2018.

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  1. sniper-academy

    sniper-academy Administrator Staff Member

    Sep 30, 2011
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    J.C. Penney Co. Inc. said Thursday that it has revamped the Arizona brand, the company's biggest private label, in time for the back-to-school selling season. The department store retailer said it gathered feedback from teen focus groups and used the information for its denim, redesigned the store presentation, partnered with teen influencers Brooklyn and Bailey McKnight, and launched new social media channels to reach teens. One out of three J.C. Penney customers makes a purchase from the Arizona line, according to Jodie Johnson, the company's head of merchandising. J.C. Penney shares are down nearly 25% for the year to date while the S&P 500 index is up 4.4% for the period.

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