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Dive Brief:
As part of its back-to-school campaign, J.C. Penney is debuting several brands into its product assortment, including Aeropostale, Volcom and Hurley, the retailer announced on Tuesday.
The retailer has also partnered with JS Jessica Simpson to offer exclusive designs from the singer’s fashion brand and hinted at another designer collection that will launch in September.
To highlight its fall selection, the company is unveiling a series of TV ads, including “Morning Routine,” “Drop-off” and a campaign airing this month across cable TV and Hispanic channels.
Dive Insight:
J.C. Penney is introducing a fall lineup of brands that combine style and “real value,” according to the company.
“We’re not just selling clothes; we’re redefining the season,” Michelle Wlazlo, J.C. Penney’s brand chief executive officer, said in a statement. “Whether you’re headed to class, the office or just owning your daily grind, we’ve got the brands and looks to help you show up with confidence. Because looking good should never feel out of reach.”
With its new promotional spots, J.C. Penney is building upon its previous “Back-to-It” campaign, which debuted last month. The campaign aims to extend its fall marketing beyond the back-to-school shopping season and is part of a “Yes, J.C. Penney” positioning the company unveiled in April.
J.C. Penney’s marketing campaigns are part of the veteran retailer’s efforts to revamp the 123-year-old company’s image.
Marisa Thalberg began serving as the department store’s consulting chief marketing officer last October, and now is the chief customer and marketing officer at Catalyst Brands, J.C. Penney’s operating parent.
“We’re not going to [use] the same old retail marketing playbook,” Thalberg said in a recent interview with sister publication Marketing Dive regarding the retailer’s refresh. “I wanted to be fresh, self aware and acknowledge that … it’s time for you to get in the know and stop sleeping on J.C. Penney.”
J.C. Penney’s decision to add Aeropostale products to its assortment deepens the relationship between the two Catalyst Brands retailers. Earlier this year, Sparc Group, an operating entity that is a joint venture comprised of Authentic Brands Group, Shein and Simon Property Group, formed Catalyst Brands. Brooks Brothers, Lucky Brand, Nautica and Eddie Bauer are also in the portfolio alongside J.C. Penney, per the company’s website.
As J.C. Penney is streamlining its marketing strategy, it recently reported declining sales. In Q1, net sales fell 4.3% year over year to $1.3 billion. Its net losses grew 9.5% to $69 million.
The department said that it would maintain pre-tariff pricing on back-to-school basics even as it deals with tariffs.