Report: Penney targets plus-size with new format

The J.C. Penney Co. Inc. is reportedly planning to overhaul how it serves plus-size customers with a new in-store and online format called “The Boutique.” According to Women’s Wear Daily, Penney will open dedicated plus-size “The Boutique” sections of 12 stores

“There’s a lot of dissatisfaction. They’re not finding clothes that fit them, and in particular younger women don’t feel like they can find clothes that suit their style,” Siiri Dougherty, senior VP and general merchandise manager of women’s apparel for Penney is quoted as saying. “She wants a place dedicated for her, a special environment and more modern merchandise. And she doesn’t want to be disconnected from the rest of the store.”

Upon launch of the new in-store format, the plus-size section of Penney’s e-commerce site will also be shifted to the new “Boutique” format. The size of the section will vary by individual store.

“The Boutique” assortment will include day-to-day and specialty (such as gym and social attire) apparel, and also include some cross-merchandising partnerships. Besides J.C. Penney branded items, merchandise from brands including Levi’s, Worthington Liz Claibiorne, Stylus, and Bisou Bisou will be available. It will mark the first time plus-size Bisou Bisou apparel is available offline.