The influence of Authentic Brands Group (ABG)’s co-ownership is already taking shape at JCPenney, with the department store continuing its merchandise overhaul with the launch of Juicy Couture’s newest collection.
Debuting exclusively at JCPenney, Juicy by Juicy Couture arrived in 500 stores and through JCP’s online channel on Thursday. With its expansion into JCPenney, the athleisure and loungewear brand is aiming to deliver a unique spin on the its signature tracksuit and its renewed relevance for younger consumers. The brand will offer baby and kid’s apparel, women’s and kid’s sleepwear, footwear, home and accessories such as fragrances and watches ahead of the holiday season.
“We are thrilled to unveil Juicy by Juicy Couture and offer our customer a new, glamorous lifestyle brand to shop,” said Michelle Wlazlo, executive vice president and chief merchandising officer for JCPenney. “At the heart of JCPenney, we stand for quality, value and style, and promise inclusive and affordable fashion for our customers. The launch of Juicy by Juicy Couture delivers on that promise and highlights the diverse style offered only at JCPenney.”
By launching in fall, Juicy by Juicy Couture intends to capitalize on the demand for fashionable and cozy loungewear. From joggers and leggings to cropped sweatshirts and hoodies, the collection features bold colors, prints, patterns and relaxed track silhouettes. The inclusive collection for women is available from XS-3X, in line with many of the new collections JCPenney has launched this year.
“For more than two decades, Juicy Couture has brought iconic LA style and attitude to consumers around the world,” said Jarrod Weber, group president lifestyle, chief brand officer, Authentic Brands Group, owner of the Juicy Couture brand. “Juicy by Juicy Couture combines distinctive design elements and styling that pay homage to the brand’s unique ethos. This launch marks an exciting era in fashion for Juicy at JCPenney and we are extending the brand to a new fanbase.”
Over the past year, post-bankruptcy JCPenney has sought to revamp its apparel offerings and reestablish itself as a serious home textiles player.
The business refurbished its swim and activewear lines, launching three new women’s swimwear brands, Mynah, Decree and Sonnet Shores in March. In a celebration of body positivity and inclusivity, the new swimwear options range from classic to trendy and are not intended for specific ages or body sizes, but rather customers’ individual styles.
In the attempt to capitalize on the trend toward activewear and athleisure, JCPenney debuted “styleisure” brand Stylus, first for women and then for men. Both lines leveraged “ultra-soft” fabrics and are size inclusive. The department store also relaunched its Xersion activewear assortment with the combination of a proprietary Everair breathable fabric and moisture-wicking Quick-Dri technology.
Prior to the summer, the company unveiled its newest women’s line, affordable luxury collection Ryegrass, which offers an assortment of blouses, dresses, skirts, denim, shorts, vests and jackets made of materials including crepe satin, lace and soft-stretch denim and genuine leather.
In July, ahead of the back-to-school season, JCPenney launched a new adaptive kids’ apparel brand, Thereabouts, for children with disabilities. Additionally, the retailer partnered with adaptive apparel marketplace Patti + Ricky to expand its selection of accessories.
During this time of change, the century-old department store has introduced or relaunched branded home lines Linden Street, Fieldcrest, Liz Claiborne, Loom + Forge and Home Expressions. And on Thursday, JCPenney launched a limited-time home collection, Back to Everything, from husband-and-wife design duo Cortney and Robert Novogratz.
Under the co-ownership of ABG and landlords Simon Property Growth and Brookfield Asset Management, JCPenney likely isn’t finished with its merchandise renovation. The company is still looking for a permanent CEO since Jill Soltau’s departure at the end of 2020.