If you can get customers to shop fine jewelry, they're likely to shop other categories.That's a big part of J.C. Penney's thought process behind finessing its fine jewelry departments, a category that accounted for 6 percent of the retailer's $13 billion in total revenues last year and a "top-performing" division.WWD has learned that Penney's, with holiday selling just around the corner, has stepped up its game plan for fine jewelry. Among the tactics is introducing smartwatches from Samsung, LG, MisFit, Relic and Garmin, which arrive in 245 stores — Penney's best-performing fine jewelry locations — and on jcpenney.com beginning Oct. 30. Based on customer response, additional locations could be considered. Penney's operates 875 stores.Prices for the wearables sold in the stores will range from $155 to $349.99, though there will be an expanded assortment available online. Previously, Penney's had a very limited smartwatch selection online and sold just one smartwatch in stores.[caption id="attachment_11030518" align="aligncenter" width="600"] J.C. Penney's smartwatch assortment.[/caption]In other tactics:• The fine jewelry department has been branded JCPenney Co. Fine Jewelry, Est. 1902, to evoke some history and heritage. The department was not branded before.• The Modern Bride assortment within fine jewelry has been updated with new fixturing, graphics and display.• J.C. Penney's is more rigorously training sales associates for better service, educating them on the quality and characteristics of diamonds, gemstones and precious metals and imparting greater product knowledge.“Fine jewelry is an extremely personal purchase, boasting some of the most loyal customers in our store. By bringing the latest trends in smartwatch technology into our assortment, we have the chance to attract new customers and introduce them to other areas inside J.C. Penney,” said Pam Mortensen, senior vice president of fine and fashion jewelry and watches.“Our research tells us that fine jewelry is one of the best opportunities for cross-shopping" into other categories, she added.J.C. Penney's said it will have an "interactive" presentation, encouraging shoppers to touch and discover the watches. The company is developing a "watch professional" program that trains fine jewelry associates on the technical aspects and characteristics of each brand, including the smartwatches, and trends. It will launch in early 2018 and offer associates ongoing education via mobile devices, broadcast programs, e-learning courses and new product information cards for quick reference on the sales floor.J.C. Penney's has been selling Modern Bride engagement and wedding rings, in collaboration with Condé Nast, since 2011. The "refresh" with new back-wall graphics, printed engagement guides, updated fixtures and in-case presentations that better differentiate the merchandise has just been completed.
“The wedding ring purchase is a gateway to the rest of the store and Modern Bride represents a significant opportunity to develop a life-long customer relationship as she gets married, buys a house and starts a family," Mortensen said. "She is a budget-conscious customer and comes to J.C. Penney for the value that we offer — without sacrificing design or quality. We already know that Modern Bride customers shop twice as often and spend significantly more than the average J.C. Penney shopper."Penney's assortment in fine jewelry also includes Hallmark Bridal "affordable" bridal jewelry geared for Millennials, and Enchanted Disney Fine Jewelry. Penney's tested Hallmark Bridal in select stores last holiday season and introduced the products to additional stores in May 2017. Enchanted Disney Fine Jewelry was introduced in select stores in February.
According to Penney's, the fine jewelry strategy reflects efforts to improve on a good thing, rather than repairing something that's broken. "Fine jewelry is not considered an underdeveloped part of the store. In fact, it has been one of our top performing divisions," a spokeswoman said. "By reinvigorating our in-store fine jewelry presentation, we hope to entice new and younger customers and introduce her to shop more areas inside J.C. Penney."[caption id="attachment_11030532" align="alignnone" width="300"] From Penney's Modern Bride assortment.[/caption]
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)