• by Sarah Mahoney , April 9, 2009

While the recession has certainly bruised JC Penney, the company is barreling ahead in its efforts to introduce new brands, including three new brands aimed at young men. The new brands -- "RS By Sheckler," "Rusty" and "Third Rail a Zoo York Production" -- are all surf-and-skate-inspired, and scheduled to be in stores by the back-to-school season.

"Bringing newness and innovation to our floor, these exciting new brands further connect our strong base of young customers to an emerging action sports culture," the company says in its release about the new lines. "These partnerships underscore our commitment to deliver exceptional, stylish brands that respond to the needs of our customers, making aspirational surf and skate brands available at affordable prices that make sense for teens and their parents."

With price points from $26 to $55, the three brands arrive at a tricky time for anyone selling teen apparel. Consistently higher-end brands, such as Abercrombie & Fitch, have been suffering sharp sales declines, while more price-sensitive chains such as Aeropostale have fared better. But recession aside, the demographic is as demanding now as ever: The Buckle, for example, continues to have stellar results, even with much of its denim at higher-price points.

Penney announced the new brands as it released its March sales results, and says the 7.2% percent tumble that its comparable-store sales took last month were actually good news -- the company had forecasted a decline as steep as the mid-teens. And just a week ago, it announced a partnership with supermodel Cindy Crawford, with a Cindy Crawford Style line for home products expected to debut in September.

The company is suffering from the same struggles as other mainline department stores, including Macy's and Kohl's. But some experts, including Morningstar, have praised the company's "differentiated product offering," and believe it is relatively well-positioned to "weather the current economic storm." Morningstar expects Penney's total sales to decline about 10% in 2009.