Penney Emphasizes Private Labels
By George Anderson
J.C.Penney is looking to new private label brands in the apparel and furniture categories to help it connect with its core middle-class consumer base.
The two newest labels the chain plans to introduce include a casual wear line of men’s clothing under the Solitude brand and a modern furniture collection under the Studio name.
The Solitude line will include items retailing between $38 and $50. It was developed by surfer Shaun Tompon and his fashion designer wife, Carla.
“Solitude will be a great addition to our selection of proprietary brands as it fills a need for men who are looking to infuse casual yet sophisticated pieces into their wardrobe,” said Lana Cain, executive vice president and general merchandise manager for men’s apparel at J.C.Penney. “The colors, textures and prints all reflect a carefree spirit and a man who knows how to enjoy life during his free time.”
Daphne Avila, a spokesperson for J.C.Penney, told Bloomberg News that the retailer is looking to connect with more male shoppers.
“We’re certainly looking to expand our menswear offerings,” she said.
Penney recently introduced $600 Italian-label suits under its Stafford private label and it intends to target younger male shoppers with a line of Italian-made suits under its
J. Ferrar line.
Moderator’s Comment: What is your assessment of J.C.Penney’s private label strategy? What distinguishes retailers with strong private label programs
and those that don’t? –
George Anderson – Moderator