JCPenney launching new line

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JCPenney launching new line
JCPenney launching new line
Direct support includes a microsite at that goes live February 19. The microsite's URL will be promoted through direct mail efforts, weekly circulars, on shopping bags and in an ad for the brand that will appear in JCPenney's big spring catalog. An Amer­ican Living tab will also be added to the site.

Online banner ads on consumer sites such as and, and search engine marketing will also support the launch.

An American Living catalog will arrive in JCPenney customers' homes on Feb­ruary 24. It will be followed throughout the year by American Living catalogs dedicated to specific categories, such as home, men's, women's and children's. A total of 12 American Living catalogs are planned for this year.

The push also includes a February 24 American Living circular in newspapers reaching 50 million homes.

At each store, customers will be greeted by store associates wearing red American Living polos, given branded Ameri­can Living shopping bags and be able to view the American Living broadcast commercials on the screens of the stores' customer-facing, point-of-sale terminals.

Because all point-of-sale registers are able to access, each JCPenney store has access to American Living mer­chandise, even those stores that don't carry the full American Living assort­ment, according to the company.

Plans for an exclusive deal with Ralph Lauren were announced last year. The strategy of partnering with other well-known, higher-end brands follows a trend. In Spring 2007, JCPenney intro­duced an exclusive deal with beauty re­tailer Sephora for contained shops within JCPenney stores. Sephora has built a presence in 50 JCPenney stores over the past year.

Next week, three JCPenney stores — Glendale, CA; Paramus, NJ and Mon­trose, CO — will launch similar designated “store-within-a-store” presentations for American Living.

Distinctive white, wooden fixtures will be set up to spotlight the merchandise in stores. Starting in March, new stores will feature American Living merchandise in a similar in-store presentation.

Last year, the company said its private-label strategy was paying off. The com­pany reports that private label brands and exclusive designer labels represent about half of its business.

In addition, the retailer said its eight “power brands” generate 80% of private-label sales: Ambrielle, Arizona, A.N.A., Chris Madden for the JCPenney Home Collection, Cooks, St. John's Bay, Stafford and Worthington.

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