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JCPenney targets millennials with new private brand


One of the major components of JCPenney's transformation strategy is getting a boost this week when the retailer launches its new Belle + Sky collection aimed at millennials.

According to JCPenney, Belle + Sky was created with the millennial woman in mind. The collection was piloted in select stores and on last fall and will soon be available in 500 stores starting Feb. 12. Additionally, the company says it will begin introducing a center core layout in over one-third of JCPenney stores this spring. This new layout will transform the areas of fashion jewelry, accessories, footwear and handbags into a vibrant shopping environment that complements Sephora inside JCPenney and the Fine Jewelry Store, the retailer says.

"Belle + Sky is going to resonate with a diverse group of women in their 20s and 30s who are style conscious, digitally connected and are quick to emulate their outfits based on what they`re seeing on various social media channels," said Siiri Dougherty, senior vice president of women`s apparel at JCPenney. "Millennials spend approximately $600 billion a year*, and therefore we know that she`s willing to invest in brands that reflect who she is and how she lives. With its trendy designs, lifestyle versatility and great value, we believe Belle + Sky will capture her attention and win her loyalty."

These strategic initiatives reinforce the company`s focus on creating some of the industry`s leading private brands and giving customers more reasons to shop JCPenney.

JCPenney also says it plans to engage this digitally connected shopper by using an omnichannel approach to marketing Belle + Sky. The company will leverage popular social media channels and offer the new generation of millennial women meaningful wardrobe solutions that reflect her personality and busy lifestyle. This includes partnering with popular bloggers and fashion influencers to help showcase the style and versatility of the Belle + Sky brand.

Belle + Sky is the company`s first contemporary private brand infused with new designs throughout the season, giving shoppers faster access to runway-inspired looks. It complements an existing assortment of exclusive modern brands including nicole by Nicole Miller® and Bisou Bisou®.

Last year, a new center core environment was piloted in select JCPenney stores to promote greater cross shopping between fashion and fine jewelry, shoes, handbags and beauty. Given the pilot`s success, the company is bringing this new presentation to select stores starting in April.

"As we continue to expand our center core concept to more stores, customers will discover compelling displays that bring accessories to life in a meaningful and dynamic way," said Jodie Johnson, senior vice president of footwear and handbags at JCPenney. Each piece in our collection of brands has been thoughtfully curated and displayed to ensure that she can discover various ways to update her wardrobe and take her style to the next level."

The company currently operates approximately 1,020 stores and

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