JCPenney Makes Some Noise

Share this article:
JCPenney, Plano, TX, will build next week's launch of its new in-store, catalog-type magazine around an Arizona Jeans brand label promotion targeting teen-agers. The magazine, Noise, will initially be circulated to 15 percent of all JCPenney stores along with a nationwide consumer mail drop of 250,000 copies followed by a full-store distribution schedule next month.


Spokeswoman Theda Page Whitehead said the new direct marketing vehicle was developed to help solidify the company's identity and product offerings among young consumers.


"We created the magazine to develop a new relationship with the teen consumer," she said, "and we are particularly interested in promoting our Arizona Jeans."


The Arizona label has done well for Penney, with sales rising 11 percent last year alone to $1 billion -- despite a recent drop in popularity to sixth place from No. 2, according to Teenage Research Unlimited Inc., Northbrook, IL. Deciding it was time for a change, the retailer put its advertising account with Temerlin McClain, Dallas under review, eventually signing a $20 million deal with the Dallas office of Omnicom Group's DDB Worldwide.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.