JCPenney looks to be tops with teens

PLANO, Texas JCPenney announced the launch of a new private brand in its juniors department. The new Decree line will join the company's other lines including American Living and Whitetag in young men's to help build JCPenney's leadership position among teens.

"Teens have always been a cornerstone of our business, and they are emerging as today's key influencers of purchase decisions made by their family," said Ken Hicks, president and chief merchandising officer for JCPenney. "Given the increasing importance of this segment, we're building on our strong relationship with teens by delivering a complete array of relevant lifestyle offerings and brands that are as diverse as the juniors and young men's customers that we serve."

The Decree brand will launch during back-to-school season and will offer all-American inspired apparel that will range from $18 for a tank top to $38 for a 5-pocket jean to $85 for outerwear.