• by Karl Greenberg , February 23, 2009

JC Penney is launching an interactive, virtual runway show on JCP.com that shows spring styles from designers like Nicole Miller and Michele Bohbot, as well as new designer collections from Allen B. Schwartz and Charlotte Ronson.

The site is intended to recreate the feel of a live show with music, 360-degree views of models and a "Meet Our Designers" section, which are video vignettes where the designers talk about their new clothing lines.

JC Penney says more than 800,000 women visit JCP.com each week.

A company release cites consumer research showing that customers want a richer online experience that would give a more realistic view of clothing, and that customers look for inspiration for new styles from the very brands they like to wear.

The "Runway" section of the new site includes an area that categorizes fashions by spring trends: maxi lengths, floral, frill seekers (ruffles) boyfriend fits and cardigan. Customers can also view the outfits by designer, by model or all at once.

There is also an online purchase feature where one can buy the "head-to-toe" looks, or check to see if they are available in local JC Penney outlets. The 360-degree view also lets customers pause the image, rotate or zoom in and out and email the looks.

The company is supporting the site's launch this week with an e-mail campaign targeting 15 million customers. There is also a direct-mail piece to customers that complements the online experience with the same "head-to-toe" looks, trends and background on the designers.

The site will be refreshed with new merchandise several times throughout the year.