J.C. Penney to Fill 'Dressy Casual' Niche

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In an attempt to give women clothes they can wear to work and out for the evening, J.C. Penney will introduce two apparel lines to its catalog and Web site in March following their in-store launch next week, a company spokesman said yesterday.


"This is a new business for J.C. Penney," said spokesman Tim Lyons, who noted that the lines will be housed in the new Dressy Casual Shop.


The new lines "fill a niche between traditional career wear and the more casual weekend type of clothing," Lyons said. J.C. Penney's female customers have told the company they want clothes that are versatile.


One line was created with designer Nicole Miller while the other is a private-label line called W. Prices will range from $26 to $100 per item.


A spot in the chain's spring TV ad campaign will feature the nicole by Nicole Miller collection. The campaign breaks during the Academy Awards. The collection also will be featured in a four-page insert set to appear in major fashion magazines this spring and in the chain's newspaper inserts.


In March, J.C. Penney will introduce a special landing page for the Nicole Miller collection.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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