In a recent article on the Forbes website, Walter Loeb argues that J.C. Penney needs to up its fashion game if it hopes to go from pursuing a turnaround to achieving one. It appears as though Penney management may have already had that in mind with the creation of a new private women's clothing brand that addresses the fashion needs of consumers in a fast growing segment of the business.
Yesterday, Penney announced the launch of Boutique+, the company's "first-ever plus-size fashion brand designed exclusively for the full-figured woman."
The Boutigue+ line, according to the retailer, is designed for fashion-minded Millennials looking for colors, fabrics and prints that flatter "curvy silhouettes." The line will make its debut at 500 of the chain's stores and be available online beginning May 1.
"There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility," said Siiri Dougherty, senior vice president of women's apparel for the department store chain, in a statement. "J.C. Penney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types."
Penney has signed Ashley Nell Tipton, the winner of the fourteenth season of Project Runway, to raise the profile of Boutique+ as a designer and brand ambassador. Ms. Tipton was the first designer on the show to introduce a plus size brand.
"I look forward to infusing my signature style that is known for distinct designs in bright hues and bold patterns that appeal to young fashionistas looking for clothes that make them feel as good as they look," said Ms. Tipton.
Penney appears committed to the effort. Nearly 200 stores will feature a new concept called "The Boutique" with a curated assortment of designs from Penney and brand labels including a.n.a, Alyx, Bisou Bisou, Boutique+, Liz Claiborne and Worthington. The shops, with footprints between 980 and 2,800 square-feet, are designed to be one-stop shopping destination for clothing and accessories.
The market for plus-size fashions among younger consumers is growing. According to an NPD Group survey, a third of girls between the ages of 13 and 17 considered buying plus-size clothing in 2015, up from 19 percent in 2002. While many brands and retailers have popped up online, shopping options in stores remain "sparse," according to a recent Chicago Tribune article.
- J.C. Penney Launches Its First Fashion Brand For Plus-Size Women and Collaborates With 'Project Runway' Winner Ashley Nell Tipton - J.C. Penney/Globe Newswire
- J.C. Penney needs a fashion turnaround, and soon - RetailWire
- Growth Is A Big Challenge For J.C. Penney - Forbes
- Brands chasing younger plus-size shoppers, but in-store options still sparse - Chicago Tribune