As part of a bid to appeal to shoppers who in the past have turned to high-end stores and boutiques for the latest looks in fashion, JC Penney's spring advertising campaign will focus on its most
fashion-forward clothing lines, Cheryl Lu-Lien Tan reports.
The ads will highlight five lines that Penney carries exclusively: Kimora Lee Simmons' Fabulosity line, Nicole Miller's nicole
line, Bisou Bisou by Michele Bohbot and two new lines that the retailer is introducing this spring, ALLEN B. by Allen Schwartz and I "Heart" Ronson by Charlotte Ronson. TV ads will appear for the
first time during the Academy Awards on Feb. 22. Print versions will appear in magazines such as
Cosmopolitan and
People.
"We're reinforcing how JC Penney has significantly
stepped up its style over the last several years -- yet continues to deliver on the affordability that's so important to our customers, especially right now," says Penney CMO Mike Boylson.
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