J.C. Penney Co. Inc.’s strategy for winning shoppers in New York City rests on those three tenets.
With more than 100 fixtures designed specifically for the retailer’s first unit in the city at Sixth Avenue and 33rd Street — mainly to provide extra capacity for more merchandise — the store is expected to be more productive than typical units, said Pete Sadler, Penney’s district manager for metropolitan Manhattan.
A catalogue desk and jcp.com desk will allow shoppers to place orders or pick up items ordered online or from the catalogue. Nearby is same-day delivery, the gift registry and the hiring kiosk.
Sales associates in the shoe department will use handheld scanners to request items from the stock room. A screen in the stock room — on a different level of the store — will show the requested style and size as well as three other suggestions the customer might like. Employees will pull the shoes and send them in a small elevator to the sales floor.
“There’s more of a digital presence in the store,” said Mike Boylson, executive vice president and chief marketing officer of Penney’s. “It’s about customer convenience and really enriching the customer experience. We’re looking for ways to connect with our customer when she’s in the store.”
Color-coded columns signify departments: Pink is for girls and green is for boys. Children’s dressing rooms have green or pink doors, coordinating wallpaper and fun house mirrors. Using columns to communicate brand names and logos is unique to the flagship.
Special sizes will be “a big deal for us because we have a broader fashionable assortment,” Sadler said. Penney’s sees strength in petites and plus sizes for women and big and tall for men. “Petites may take off in this area due to the diversity of the [customers.] ”
The Plano, Tex.-based retailer wants New Yorkers to see that folks from Texas know how to celebrate. More than 30 events are planned for the July 31 opening through Sept. 26, including appearances by Charlotte Ronson, Michele Bohbot, Allen Schwartz and Nicole Miller, and photo ops with Miss Universe Dayana Mendoza and singer-musician David Cook.
For the launch of Joe by Joseph Abboud, a men’s wear line exclusive to the flagship for 30 days, Sixth Avenue between 32nd and 33rd Streets will be turned into a runway with NBA players past and present modeling the clothes. There will be product demos, fit clinics, trunk shows and giveaways, including a Paul Frank bicycle and a Yankee VIP experience for two. A soft opening on Sunday is being billed as a sneak preview for preferred customers, but the store will be open to the public.
Doorbusters for the launch include bath towels for $2.99 and $3.99 and a Hunk pillow for $3.99. A circular with the headline “NYC style. JCP prices” touts Arizona girls’ polo shirts, regularly $19.99, reduced to $9.99 and Decree plaid leggings, originally $14, marked down to $7.99. A Penney’s spokesman said there will be back-to-school doorbusters, too.
“Because of the density of the population, the New York launch is heavily influenced by outdoor media,” Boylson said. “Our goal is to get people off the trains and streets and into the store. We have our national TV and radio campaign and we’re also doing market overlays. The Manhattan store will have a halo effect on our [other area stores].
“The immediate trade area in Manhattan had a low penetration for us,” Boylson said. “Our extended trade area includes the outer boroughs, regional commuters and day-trippers. A significant amount of new customers are going to be going to that store.”
The average household income of target consumers is $66,000, Sadler said.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye