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JCPenney launches virtual runway


PLANO, Texas JCPenney has launched an interactive, fully-integrated, virtual runway show on Showcasing spring styles from the company’s selection of designer brands – 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 online experience puts the JCPenney customer front and center of today’s hottest runway show, complete with high-energy music and 360 degree views of models in “head-to-toe” looks from each collection. As part of the experience, customers are also invited to “Meet Our Designers” where -- via video vignettes -- JCPenney’s design partners share the inspiration behind their new collections along with their personal point-of-view on upcoming styles for spring.

“As an important part of our digital platform, is a key vehicle for engaging our customers with the JCPenney brand,” said Mike Boylson, chief marketing officer for JCPenney. “With more than 800,000 women visiting each week, this innovative online experience -- showcasing our portfolio of authentic, world-class designers -- provides yet another opportunity to show our customers that we are stepping up our style, delivering the latest, trend-setting looks with the quality they expect and at the prices they love.”

The experience comes on the heels of extensive customer research conducted by JCPenney indicating that customers were seeking an online experience that would provide a real-world look at the fit and feel of clothing. The research also indicated customers were seeking inspiration for new styles from trusted fashion authorities they could feel confident wearing. Based on this research, women shopping JCPenney’s exclusive designer brands on will now find a one-of-a-kind online experience.

The launch is supported by an e-mail campaign targeting 15 million customers directing them to the online experience on, along with a direct mail piece to customers that complements the online experience with the same “head-to-toe” looks, trends and background on the designers. Customers can find a link to the online experience from the homepage and can expect to see it refreshed with new merchandise several times throughout the year.

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