J.C. Penney, seeking to tap further into the teen and young adult market, said Monday that it will launch a new private brand for back-to-school called Decree.
The company also said its American Living exclusive brand, and the national brand Whitetag, will be available in young men’s.
American Living is created by Polo Ralph Lauren Corp.’s new Global Brand Concepts division and has been rolling out to 600 J.C. Penney stores nationwide. The collection consists currently of 40-plus categories from women’s to men’s wear, children’s, accessories and home.
Juniors at Penney’s will reflect a new “lifestyle” merchandising initiative for the category at the chain. The junior departments will also be given enhanced store environments, the company said.
For complete coverage, see Tuesday’s issue of WWD.