• September 11, 2009

JC Penney is launching She Said, a contemporary career sportswear brand catering to the female professional. The brand is designed, developed and sourced in-house. The clothing line will get support from a print, direct mail, and digital marketing campaign, per the company.

The retailer says it will feature all of its contemporary women's brands together in a "contemporary" section of the store with a signature purple color theme and design. Online on jcp.com, the brands have been brought together under a new contemporary "Lifestyle" tab under "Women's."

The company says it will expand the "Lifestyle" tab next month to include a new site that lets customers mix and match pieces, search for pieces by designer or category, and link to Facebook. The company will release a "Little Red Book" catalog with the new clothing this month, as well. --Karl Greenberg