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jcpenney Unveils First Shops Just In Time For Back-To-School
Shopping Made Easy with Low, Straightforward Pricing Every Day
Free Haircuts for Kids at all jcp Salons in August

PLANO, Texas, July 31, 2012 /PRNewswire/ -- Before classes go into session, jcpenney (NYSE: JCP) is helping students start the school year in style with an affordable array of this season's must-have fashion items topped with free haircuts for kids at all jcp salons in August. The Company will debut its highly anticipated Shops concept for Levi's®, i jeans by Buffalo and The Original Arizona Jean Co.®, offering back-to-school shoppers the best collection of denim brands in a dynamic new store environment. Combined with jcpenney's simplified, straightforward pricing, parents won't need to clip coupons, or wait for a sale to get the looks kids love. jcpenney has what they want at great low prices all day, every day of the week.

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"The back-to-school season presents the perfect opportunity to offer free haircuts for kids and unveil our new Shops, giving customers a first glimpse of what will soon be an entirely new retail experience," said Ron Johnson, chief executive officer of jcpenney. "We know how important it is for kids to make a great first impression and with low prices every day, jcpenney is making it easier for parents to shop without having to wait for a sale."

Nearly 700 jcpenney stores were renovated to make room for the first installment of brand Shops opening Aug. 1. Over the next few years, jcpenney stores will visually transform into a collection of Shops showcasing major apparel and home brands for every style and budget.

Levi's Denim Bar Serves Up the Perfect Fit

Together with Levi Strauss & Co., jcpenney is introducing a Levi's Denim Bar experience that will redefine the way customers find the ultimate pair of jeans. This unique brand Shop, launching in Men's, features the largest assortment of Levi's denim ever offered at jcpenney with 11 fits and 88 washes. With most styles priced at just $40 every day, there has never been a better time to buy Levi's at jcpenney. Each Denim Bar is equipped with iPads® so customers can access more sizes, styles and finishes through a virtual Denim Bar experience that is also available on Staffed by specially-trained Levi's Fit Specialists, Levi's Shops offer the added convenience of mobile checkout, marking the first time this technology is available in jcpenney stores.  

"The Levi's brand epitomizes classic American style and effortless cool. We kept this spirit in mind when we envisioned a new way to shop for Levi's jeanswear inside jcpenney," said Liz Sweney, chief merchant for jcpenney. "Now, customers can pull up a stool at one of our Levi's Denim Bars and work with a specialist to choose from a curated selection of Levi's jeans that best expresses their personal style."  

Designed for the Modern Aesthetic: i jeans by Buffalo

Catering to fashion-savvy shoppers who prefer modern clothing with contemporary silhouettes, jcpenney is introducing i jeans by Buffalo, a new global brand developed by Buffalo David Bitton for men, women and children. This premium label brings the latest European trends into a comprehensive collection of sportswear, outerwear, accessories and denim that features quality fabrics and trims, exceptional fits and design details like ombre and vintage hand washing. The i jeans by Buffalo Shops will only be available at jcpenney at prices that can truly be called accessible luxury.

Taking Arizona to a Whole New State

The Original Arizona Jean Co. has been a popular back-to-school brand for decades, and now jcpenney customers can shop an all-new assortment of fashion denim and apparel in dedicated Arizona Shops for guys and juniors. The entire Arizona line has been completely reinvented with better quality fabrics, including updated prints, washes and stitching details inherent to this heritage brand. With jcpenney's Fair and Square™ pricing, customers will find fashion essentials of the season at incredible value every day, such as Arizona skinny jeans starting at $17.

September Shops: Liz Claiborne, IZOD and jcp

Renovations continue as stores prepare to unveil the second wave of Shops opening Sept. 1 for Liz Claiborne®, IZOD® and the introduction of jcp – a new private brand dedicated to high-quality fashion basics. The Shops rollout, planned through 2014, is just one way jcpenney is working to create an unforgettable store experience that will make customers love shopping again.

Look Good, Feel Good, Do Good

Customers shopping jcpenney in August will also have the opportunity to round up their purchases to the nearest whole dollar, donating the difference to benefit Boys & Girls Clubs of America and 4-H who jointly serve over 10 million children a year. The donations collected through jcpenney's charitable giving program, jcp cares, will make it possible for more children to participate in life-enriching afterschool programs in communities across the country. Additionally, jcpenney will donate a dollar, up to $50,000, for every student that receives a free haircut on Aug. 1.

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About jcpenney:

More than a century ago, James Cash Penney founded his company on the principle of the Golden Rule: treat others the way you'd like to be treated – Fair and Square. His legacy continues to this day, as J. C. Penney Company, Inc. (NYSE: JCP) boldly transforms the retail experience across 1,100 stores and to become America's favorite store. Focused on making the customer experience better every day, jcpenney is dreaming up new ways to make customers love shopping again. On every visit, customers will discover great prices every day in a unique Shops environment that features exceptionally curated merchandise, a dynamic presentation and unmatched customer service. For more information, visit us at

jcpenney media relations
Ann Marie Bishop and Sarah Holland
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