jcpenney's Fashionable Brand Assortment Attracts Teens and Tweens to Discover Great Style at Compelling Prices

New Brands Reinforce jcpenney as America's No. 1 Style Destination for Back-to-School Shopping

Jul 14, 2011, 08:30 ET from jcpenney

PLANO, Texas, July 14, 2011 /PRNewswire/ -- jcpenney, America's destination for great Back-to-School style at compelling prices, invites customers to discover the latest trends in fashion, apparel and accessories from the most desired brands in retail.  Providing customers a one-stop-shop for all of their needs, jcpenney offers an extensive style assortment and a wide variety of lifestyle merchandise.  Adding to the collection of sought-after brands including The Original Arizona Jean Company®, Levi's®, Decree®,  Olsenboye®, Rusty®, Vans®, Uproar®, and Zoo York®, the new, exclusive Stardoll™ brand brings fun and excitement for tween girls, and this year's addition of French Toast enhances jcpenney's unparalleled uniform selection.



"We know Back-to-School is a key time for kids and teens, and we are committed to offering the latest trends and styles in apparel and accessories at affordable prices to help them put their best fashion forward," said Steve Lawrence, jcpenney EVP, Senior General Merchandise Manager.  "By offering the private, exclusive and national brands that both moms and teens love, jcpenney continues its commitment to being America's No. 1 style destination for Back-to-School shopping."

Popular Private Brands

jcpenney's private brands are all designed, developed and sourced by the Company's in-house trend and design team of more than 200 talented and experienced professionals.  The trend team travels the globe identifying trends, and the designers use the trends to create merchandise with the unique needs and aspirations of jcpenney customers in mind.  The Company's most recognized and desired brands provide customers with on-trend merchandise for every season, including skinny jeans in an array of colors from The Original Arizona Jean Co., plain and detailed jeggings from Uproar, tutus for the girly girl and cheerleader skirts for the active girl from Total Girl®, as well as nature-inspired earrings, rings, charm necklaces and hair accessories to polish every look from Decree.

Exclusive Brands

Collaborating with some of the most renowned names in the fashion industry, jcpenney is also the destination for exclusive designer brands including Olsenboye, designed by Mary-Kate Olsen and Ashley Olsen as well as I "Heart" Ronson® designed by Charlotte Ronson.  These designer brands give customers access to runway fashions at affordable prices, including Olsenboye's faux leather shorts and floral handbag and I "Heart" Ronson's floral dress and cardigan.  

And, just in time for the important shopping season, jcpenney's newest exclusive brand Stardoll is turning virtual fashion into a reality for tech-savvy girls.  Featuring a mix of trendy apparel and accessories for girls sizes 7-16, the first collection provides tweens with the first-ever opportunity to wear the stylish clothes formerly only available virtually on  The brand's candy-colored array of tops and bottoms adorned with girly embellishments such as sparkling glitter and 3-D appliques make it easy and affordable to mix-and-match pieces for multiple "glam" looks.  

Sought-After National Brands

From a variety of denim styles from Levi's, to popular fleece designs from Zoo York and Rusty, colored cardigans from Vans, and the Dickies Original 874® Work Pant, jcpenney is the nation's headquarters for some of the most recognized and desired brands that customers want at prices they can live with.  

jcpenney is also the year-round headquarters for school uniforms. Customers can find their approved school uniform specifications and find high-quality uniform apparel that is stylish, comfortable and easy to care for from well-known brands including Izod®.   This year's addition of French Toast to offers even more options to the vast assortment of uniform needs available in jcpenney stores and online.  

JCPenney Media Contact:
Ann Marie Bishop or Danika Berry; 972-431-3400;

About J. C. Penney Company, Inc.

J. C. Penney Company, Inc., one of America's leading retailers, operates over 1,100 jcpenney department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, Serving more than half of America's families each year, the jcpenney brand offers a wide array of private, exclusive and national brands which reflect the Company's vision to be America's shopping destination for discovering great styles at compelling prices. Traded as "JCP" on the New York Stock Exchange, the $17.8 billion retailer is transforming its organization to support its Long Range Plan strategies to build a sustainable, profitable enterprise that serves its customers, engages its associates and rewards its shareholders. For more information, visit

SOURCE jcpenney