JCPenney to use direct mail, social to tout jewelry line

JCPenney will market an upcoming jewelry line from model Cindy Crawford via e-mail, direct mail and social media. The retailer announced the line on February 5.

The company said in a statement that in addition to in-store displays, the line will have a dedicated Web page. JCPenney will also market the line "through e-mail, direct mail, search, display ad, digital word of mouth and social media initiatives,” according to the statement.

A JCPenney representative did not immediately respond to a request for comment.

On February 4, the retailer reported that January 2010 store sales fell 4.6% year over year, but beat company estimates of a 5% to 8% drop.