JCPenney aims new private brand, store concept at plus-size millennial women
Hot on the heels of its launch of a private label collection aimed at millennial women, The J.C. Penney Co. is now introducing a brand and store section designed for a subset of that market.
JCPenney is debuting Boutique+, a plus-size fashion brand designed for full-figured millennial women. Boutique+ will be available at 500 stores and online May 1.
To help promote the new line, the retailer will partner with “Project Runway” winner Ashley Nell Tipton. In addition to serving as brand ambassador, Tipton will design two upcoming capsule collections. For fall and holiday, she will introduce an exclusive JCPenney capsule collection, "Ashley Nell Tipton for Boutique+," marking the first time that her designs have been made available by a national retailer.
"I am thrilled to be a part of the JCPenney Boutique+ brand launch and have an opportunity to design a contemporary line that appeals to the wants and needs of plus-size women," said Tipton. "I look forward to infusing my signature style that is known for distinct designs in bright hues and bold patterns that appeal to young fashionistas looking for clothes that make them feel as good as they look."
Boutique+ was conceived and created by a team of JCPenney design, trend and product experts who ensure the colors, prints and fabrics of Boutique+ properly fit plus-size shoppers.
"There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility," said Siiri Dougherty, senior VP of women's apparel at JCPenney. "JCPenney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types."
In addition to introducing the Boutique+ brand of clothing this spring, JCPenney is also debuting an all-new in-store concept called "The Boutique" in more than 200 stores. Designed to resemble a boutique shopping environment, these newly revamped areas feature sleek new fixtures, contemporary graphics and accent walls, as well as a display of plus-size mannequins.
Ranging in size from 980 to 2,800-sq.-ft., The Boutique will offer plus-size casual sportswear, denim and active wear, as well as a collection of handbags, fashion jewelry and accessories. The Boutique collection of brands will also be available at jcp.com, where customers will find extended sizes up to 30w and 5x.