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Penney’s Set for B-T-S With New Teen Web Site

J.C. Penney is preparing for back-to-school with a new promotional Web site targeting teenagers, jcpallaccess.com.

DALLAS — J.C. Penney is preparing for back-to-school with a new promotional Web site targeting teenagers, jcpallaccess.com.

The interactive site, picking up the dance theme of Penney’s b-t-s television ads, features a video of teenagers hip-hop dancing in Penney’s fashions to music by the band Black Sheep.

Designed to present wardrobe suggestions in a fun way, jcpallaccess.com is the retailer’s first microsite aimed at teens, said Daphne Avilla, a company spokeswoman. The site is intended as an image-builder and is not transactional, though it does have a link to the shopping site jcpenney.com.

“This will reinforce our [television] branding campaign that will air starting the week of July 17 showing kids dancing in the schools,” Avilla said. “It’s to get teens more involved in their whole clothing selection and to reposition J.C. Penney, as well, especially when you have competition from specialty stores like Gap and Abercrombie and such. It will also give us a platform to talk about events we will be doing.”