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J.C. Penney Rolls Out Millennial-Focused Fast Fashion Line in 500 Stores

J.C. Penney started testing its trendier, quicker-turn private label line Belle + Sky in 50 locations last fall, and now the department store chain says it will roll the label out in 500 stores starting Friday.

The retailer piloted the line with the Millennial woman in mind and with the goal of adapting its apparel offering more quickly. Plans to revamp store layouts to fall more in line with the vibrancy of its Sephora shop-in-shops are also in place—all in the hopes of encouraging that younger shopper to show up and buy.

Belle + Sky is going to resonate with a diverse group of women in their 20s and 30s who are style conscious, digitally connected and are quick to emulate their outfits based on what they’re seeing on various social media channels,” Siiri Dougherty, senior vice president of women’s apparel at J.C. Penney, said.

Playing into this modern shopper’s connectedness, J.C. Penney will use social media to market the brand and partner with of-the-moment fashion bloggers to offer wardrobe solutions and outfit ideas.

The spring collection of the line channels bohemian styles and feminine shapes. Starting Friday in nearly half of the retailer’s 1,060-plus stores and online, floral print body-con dresses, vintage-inspired denim, mesh skirts and faux leather moto jackets will be available to buy. Shoppers will be able to complete an outfit of Belle + Sky pieces for anywhere from $40 to $100. Sizes range from XS-XL and 2-16 in stores and extend to XXL, size 18 and 16w-24w online.

Belle + Sky will also feature a signature handbag 12 times a year and the retailer has plans to launch a shoe line in select stores this fall.

“Millennials spend approximately $600 billion a year and therefore we know that she’s willing to invest in brands that reflect who she is and how she lives,” Dougherty said. “With its trendy designs, lifestyle versatility and great value, we believe Belle + Sky will capture her attention and win her loyalty.”