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JCPenney introduces new marketing campaign showcasing exclusive designer brands


PLANO, Texas JCPenney has introduced a new integrated spring marketing campaign to showcase the retailer’s selection of affordable, exclusive designer brands from its portfolio of authentic designers, including nicole by Nicole Miller, Bisou Bisou by Michele Bohbot, ALLEN B. by Allen B. Schwartz, Fabulosity by Kimora Lee Simmons and I “Heart” Ronson by Charlotte Ronson.

"Now more than ever, customers are looking for exceptional designer style at a price that makes sense for their families and their budgets, and our exciting new spring campaign makes it clear that JCPenney is the place to find it," said Mike Boylson, chief marketing officer of JCPenney. "Thanks to dramatic efforts over the last several years, we have significantly stepped up our style with powerful new national, private and exclusive brands – elevating the fashion in our merchandise assortment to a whole new level. Our spring campaign reflects our success in delivering brands that inspire and enable customers to have the exceptional style they desire at the affordable prices found only at JCPenney."

Created in collaboration with ad agency Saatchi & Saatchi, the marketing campaign will launch on Feb. 22 to the nearly 30 million viewers of the 81st Annual Academy Awards. This year marks JCPenney’s eighth consecutive year as the show’s exclusive retail sponsor.

Kicking off the commercials will be a “teaser” spot – created exclusively for the Academy Awards – that provides a sneak preview of five affordable designer brands available exclusively at JCPenney. Five additional 30-second spots, each designed to highlight the authenticity and unique essence of a specific brand, will air throughout the broadcast.

Following the Academy Awards, viewers can expect to see the spots air over the next few weeks on highly-rated primetime shows and cable programming – reaching more than 75% of all women ages 18 to 49. Additionally, print ads reaching nearly 160 million readers will appear in key consumer magazines starting in March, and video vignettes of some of the featured brands, along with fashion tips and ideas from JCPenney’s designers, will be available on New interactive features will also create a more exciting online shopping experience, enabling customers to review and easily purchase complete “head-to-toe” looks from each collection.

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