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J.C. Penney Launches Interactive Runway Show


Plano, Texas J.C. Penney launched an interactive virtual runway show to give shoppers a personal look at new spring styles.

The runway show, available on, showcases affordable selections from its designer partners’ collections, including nicole by Nicole Miller, Bisou Bisou by Michele Bohbot, as well as new designer collections, ALLEN B. by Allen B. Schwartz and I “Heart” Ronson by Charlotte Ronson. The virtual runway show features popular music and 360-degree views of models. The “Meet the Designers” forum allows shoppers to hear from the designers who use video vignettes to share their style inspirations and spring fashion predictions.

“With more than 800,000 women visiting each week, this online experience will help us showcase our portfolio of authentic, world-class designers, while engaging our customers with the J.C. Penney brand,” said Mike Boylson, chief marketing officer, J.C. Penney.

J.C. Penney announced the virtual runway feature through an e-mail campaign that targeted 15 million customers. It also used a direct-mail campaign directing shoppers to the Web site. The retailer plans to feature new merchandise on the virtual runway shows throughout the year.

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