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jcpenney Goes Back to School in Style with Joe Fresh kids and Exclusive Designs and Attractions
Stores offer free customization kits to personalize new shoes and backpacks to #MakeItYours


PLANO, TX (July 18, 2013) - jcpenney [NYSE: JCP] is helping parents and kids start the school year in style with the launch of fresh fashion from Joe Fresh kidsTM. Combined with the best assortment of private, national and exclusive brands and attractions, parents can shop with confidence knowing they have made the most of their back-to-school budget by outfitting their kids in stylish, quality apparel at a great value.

"We've completely revitalized our entire kids department, from making sizes easier to find to improving the quality, fit and styling of our merchandise," said Betsy Schumacher, senior vice president and general merchandise manager for children's at jcpenney. "The addition of Joe Fresh kids is just the start of an inspiring new shopping experience at jcp, which features some of the most respected name brands in apparel, shoes and accessories that will make any kid feel excited about going back to school."

The bright, versatile collection from Joe Fresh kids, Canada's top kids brand, is now available in the U.S. exclusively at jcpenney. With prices ranging from an $8 tee to a $39 trench coat, Joe Fresh kids incorporates the latest fashion trends into an exciting and affordable collection of high-quality clothing, shoes and accessories that rivals the style and quality found in children's specialty stores. Joe Fresh kids is available for boys and girls in sizes 4 - 14 as well as baby and toddler. The brand is uniquely merchandised utilizing special fixtures, accent lighting and bold graphics to create distinct shopping environments in nearly 700 stores across the country. Customers can also shop Joe Fresh kids online at

"After launching Joe Fresh in jcpenney stores last March, we are excited to expand this partnership and bring our fresh style at fresh prices to kids across America," said Joe Mimran, creative director of Joe Fresh.

Capitalizing on the personalization trend popular among kids and teens, jcpenney will be offering a free customization kit for every pair of shoes or backpack purchase starting Aug. 1, while supplies last. Choosing from one of three design kits, each package will include a variety of craft materials to doodle, embellish and stylize their new goods. Kids are encouraged to take photos of their personalized creations and post the images to Instagram or Twitter using the hashtag #MakeItYours. jcpenney will also post fun video clips to Vine, giving viewers ideas and tips for creating their own personal bling.

Girls shopping jcpenney will find a completely revamped Total Girl® collection focused on fashion. She will have fun combining trendy layering pieces with jeans, printed dresses and graphic tees for a new look every day. Also updated with all new styles, fits and washes, The Original Arizona Jean Co.® now offers a variety of skinny, jegging and bootcut denim. In stores, girls will find an extended assortment of plus and slim sizes available in Arizona and Total Girl with even more sizes, fits and finishes available on Moms and daughters shopping for back-to-school will also discover new attractions featuring exclusive designs made just for jcpenney. From lines that feature beloved characters such as Disney's Minnie Mouse to the world-renowned designer of Dreampop® by Cynthia Rowley, jcpenney offers girls everything they need to look and feel their best.

New for boys this season, jcpenney now offers a full collection of Levi's® tees and button-up shirts to go with that ultimate pair of Levi's jeans. Boys will have even more denim and pant options to choose from with an expanded selection of husky sizes in Arizona and XersionTM active wear along with additional extended sizes and styles on Plus, jcpenney has expanded its selection of Nike® apparel to include graphic tees, athletic shorts and shoes so parents do not have to shop elsewhere for top performance gear needed for gym or afterschool sports.

Back-to-school fashion is all about wearing the latest styles. Girls shopping in juniors will find on-trend colors and patterns, quality fabrics and great fits for tremendous value in Arizona denim. Along with favorites like Olsenboye®, created by designers Mary-Kate Olsen and Ashley Olsen, Decree® and by & by, fashionistas will also enjoy shopping L'Amour Nanette LeporeTM, available exclusively at jcpenney. This chic, feminine collection by runway designer Nanette Lepore offers cool-girl pieces such as babydoll dresses, printed jeggings and bright, versatile tops and jackets that will be sure to top her shopping list. Young guys into action sports will find an impressive collection of screen tees and other cool threads from Vans®, DC®, Dickies® and Zoo York®. With top fashion brands that won't break the bank, teens will feel confident and stylish on their first day of school.

After stocking up on their new tees and jeans, guys and girls will be sure to find the perfect pair of sneakers for the first day of school. jcpenney carries the top shoe brands in the hottest colors from Nike, Converse®, Skechers®, Vans and more. Whether the activity is running, playing sports, skateboarding or just walking to class, kids will find the coolest kicks for the new school year at jcpenney.

Shopping online for back-to-school essentials has just gotten easier. With dedicated landing pages and online shops for key brands like Arizona, Levi's and Total Girl on, finding the perfect style and fit is just a few mouse clicks away. The informative new denim guide launching on enables moms to find the perfect pair of jeans for their hard-to-fit kids. And for parents seeking a selection of comfortable, yet durable school uniforms, they can go directly to to shop a wider assortment of colors, styles and extended sizes from IZOD® and French Toast®.

jcpenney is a one-stop shopping destination for kids going back to school. While parents shop for new school wardrobes, kids can take advantage of $10 haircuts and $25 eyeglasses to complete their new look. Throughout the month of August, kids ages 12 and under can receive a $10 haircut at all jcp salons, while kids 16 and under can get new eyeglasses for only $25 at all optical locations.

Each month, jcpenney invites customers to round up their purchases to the nearest dollar and donate the difference to a meaningful cause through its charitable giving program, jcp cares. This back-to-school season, donations benefit youth organizations and education programs with the Boys and Girls Club of America in July, Adopt-A-Classroom in August and in September.

For the complete multimedia news release, including images and b-roll footage, please visit

jcpenney Media Relations
972-431-3400 or

About jcpenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel and home furnishing retailers, is dedicated to becoming America's preferred retail destination for unmatched style, quality and value. Across 1,100 stores and at, customers will discover an inspiring shopping environment that features the most sought after collection of private, national and exclusive brands and attractions.  For more information, please visit


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