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JCPENNEY RINGS IN THE SCHOOL YEAR WITH TREND-BENDING STYLES TO FIT EVERY KID AND DORM

Juniors Plus debuts in 200 stores offering teens the most popular looks in more sizes

PLANO, Texas - (July 21, 2015) - In today's fashion world, no one size or trend fits all. This back-to-school season, JCPenney is giving kids and teens the opportunity to define their personal style by mixing up the latest trends and creating a look that's uniquely theirs. "Bend the Trend" is the inspiration behind the Company's back-to-school campaign that empowers kids to express their personality with diverse looks. Whether it's preppy, frilly or outdoorsy, who says they can't wear it all? And because the perfect fit is just as important as the right style, JCPenney has introduced a dedicated Juniors Plus assortment in 200 stores to offer sought-after fashion that accentuates a curvy figure. Juniors Plus will expand to 400 JCPenney stores this fall, adding to an already extensive array of special sizes available in children's apparel and school uniforms both in store and on jcp.com.

"Unlike many retailers, JCPenney gives students a variety of fashion trends in one convenient shopping destination," said Liz Sweney, chief merchant for JCPenney. "Through popular brands such as Arizona®, Decree®, Total Girl®, Disney®, Nike®, Converse® and Levi's®, kids have multiple ways of bending the trend by wearing whatever makes them look and feel cool. Mixing versatile key items expands a student's wardrobe options and enables back-to-school budgets to stretch even further. And that's a trend parents can truly appreciate."

The Company will debut its back-to-school commercials later this month, featuring kids who are wearing style mashed outfits to show how easy and fun it is to wear distinct, yet complementary trends. Style mash-ups include "Skater-iffic" that pairs a girly skater skirt with a bold, metallic screen tee, or "Sophisti-Casual," to identify with the teen that doesn't hesitate to rock a chic faux fur vest with high-top sneakers. JCPenney stores will have mannequins displaying some of the most popular trend-bending combinations, such as "Gym-Tastic," "Plaid-Posterous" and "Varsity-Hues."

The campaign will be supported by ads in Seventeen magazine, direct mail, preprints, broadcast and streaming video. All marketing elements will be housed on a Back-to-School hub at jcp.com/bts, which includes a mix-and-match game that allows kids and teens to assemble different pieces to create their own style mash-up.

Compliments are Trending
Understanding the role social media plays among teens who chronicle their lives through selfies and vlogs, JCPenney is encouraging them to share their personal style using the hashtag #BendTheTrend. The Company is also seeking to start a movement that inspires everyone to be more open and supportive of one another. Therefore, JCPenney is declaring Aug. 12 as "National Shout-Out Day," encouraging kids and teens to post a shout-out of online compliments to friends, parents and neighbors using #ShoutOutDay. JCPenney will be celebrating the occasion by giving shout-outs to anyone and everyone talking about their personal style on social media.  The Company will offer digital compliment cards that teens can use to flatter their friends when they post pictures of themselves in their back-to-school gear. These e-cards can be shared from JCPenney's Tumblr page to other social media channels.

The retailer will also sponsor an online video series on AwesomenessTV, a top teen destination for original programming on YouTube. Teen influencers such as Josh Tryhane, Sierra Marie, Paulina Cerrilla and the Merrell Twins will be sporting JCPenney style mashed outfits while promoting the virtues of "National Shout Out Day."

Compatible Dorm Decor
In preparation for the fall semester, JCPenney makes the grade when it comes to having the coolest assortment of dorm décor and accessories. To put its selection to the test, JCPenney will be partnering with college-bound students on Instagram to build a dorm guide and show fans and followers how to style their room using JCPenney products. Even if one roommate is mad for plaid and the other prefers bright floral, roommates can merge their design aesthetic and bend the trend on uniformity. Every dorm will feel like home with complementary comforters, throw pillows, table lamps, bath products and small appliances. Online purchases can be shipped directly to a dorm or apartment, or to over 1,000 JCPenney stores where many are conveniently located in college towns.

JCPenney Has Their Back(pack)
Whether trekking across campus or walking the halls, backpacks are essential to completing any back-to-school look. This school year, the extensive backpack selection at JCPenney offers the latest designs in fun novelty prints and bright colors from brands including Jansport®, Arizona, Nike and Adidas® to match any trend-bending style.

Giving Is Always in Style
Throughout the month of August, JCPenney will also invite customers to round up their in-store or online purchases to the nearest dollar and support JCPenney Cares. Customers who round up will be joining JCPenney Cares in its commitment to keeping kids safe, healthy and engaged beyond the classroom. Contributions will be donated to local and national non-profit organizations focused on educational development and personal enrichment.

For related back-to-school images, store b-roll and a Spanish version of this release, please visit http://www.jcpnewsroom.com/posts/296/JCPENNEY-RINGS-IN-THE-SCHOOL-YEAR-WITH-TREND-BENDING-STYLES-TO-FIT-EVERY-KID-AND-DORM and follow @jcpnews on Twitter.

Media Relations: 
(972) 431-3400 or jcpnews@jcp.com

About JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel and home furnishing retailers, is dedicated to fitting the diversity of America with unparalleled style, quality and value. Across approximately 1,020 stores and at jcpenney.com, customers will discover a broad assortment of national, private and exclusive brands to fit all shapes, sizes, occasions and budgets. For more information, please visit jcpenney.com.

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