American Living Offers Classic Style and Impeccable Quality at
Largest Merchandise Launch in JCPenney's History -- Spanning 40
Categories of Merchandise for America's Families and Home
PLANO, Texas--(BUSINESS WIRE)--Feb. 20, 2008--J. C. Penney
Company, Inc. (NYSE: JCP) today announced the launch of American
Living, a new, comprehensive lifestyle brand created exclusively for
JCPenney's classic traditional lifestyle customer by Global Brand
Concepts, a division of Polo Ralph Lauren.
The largest brand launch in JCPenney's history, the American
Living collection includes a full range of apparel for women, men and
children, along with footwear, accessories and home furnishings and
textiles. Beginning this month, American Living merchandise can be
found across JCPenney's integrated shopping channels - in nearly 600
stores, online at jcp.com and catalog.
"American Living truly differentiates JCPenney in the retail
marketplace. Nowhere else but JCPenney will customers find this level
of updated classic style and impeccable quality at such a smart
price," said Myron E. (Mike) Ullman, III, chairman and chief executive
officer of JCPenney. "During the past year, hundreds of our Associates
have been involved in bringing American Living to life at JCPenney in
partnership with Global Brand Concepts. Through their efforts, 40
merchandise categories will be offered to our customers."
Roger Farah, president and chief operating officer of Polo Ralph
Lauren, said, "American Living is a unique lifestyle brand that we
believe will capture the attention and loyalty of the JCPenney
customer now and into the future."
The American Living Collection:
American Living offers stylish fashions for work and weekend, as
well as warm and inviting home decor. Along with the classic polo, key
items in each department include cable knit sweaters and cotton
sundresses in Women's, pinpoint button-downs and sport coats in Men's,
khaki pants in Boy's and polo dresses in Girl's. Accessories feature
handbags and belts while footwear includes both dress and casual
styles. Home features updated styles on classic pieces and includes
five bedding collections, bath accessories, window treatments and
luggage. American Living, which will form the core of JCPenney's
"Best" price offering, will be expanded in coming seasons to include
Young Men's, Newborn, Infant and Toddler, intimate apparel, Women's
swimwear, fashion jewelry, tabletop, furniture and more.
A Special Home for an Exceptional New Brand:
Emulating an authentic, country store feel, beginning today,
American Living merchandise can be found on distinctive white, wooden
fixtures across numerous departments of nearly 600 JCPenney stores.
Additionally, three JCPenney stores - Glendale, Calif., Paramus,
NJ, and Montrose, Co. - feature American Living "shops," a designated
"store-within-a-store" presentation similar to the Company's Sephora
Inside JCPenney concept. These "shops" bring cross divisional
merchandise statements together, including all apparel and home
products among others, into one location, allowing for a true showcase
of the full lifestyle offering of American Living. Moving forward,
most new stores - beginning with openings in March - will feature
American Living merchandise in a similar in-store presentation.
To celebrate the launch of American Living, store customers will
be greeted by store Associates wearing red American Living polos, be
treated to special American Living shopping bags and be able to view
the American Living broadcast commercials on the screens of the
stores' customer-facing, point-of-sale terminals.
jcp.com will also feature a special American Living tab in its
global navigation taking users to the American Living online store.
Serving as a "store-within-a-store," the new American Living section
of jcp.com will include all American Living merchandise. Additionally,
through jcp.com access on all point-of-sale registers, store
Associates at any JCPenney store will be able to assist customers in
purchasing American Living merchandise.
JCPenney Launches New American Living Marketing Campaign
As the largest brand launch in Company history, American Living
will be supported with unprecedented levels of marketing. JCPenney
will introduce American Living on Sunday, Feb. 24, to the more than 40
million viewers of the Academy Awards. Created by Global Brand
Concepts and directed by renowned American photographer and filmmaker
Bruce Weber, the ads will include a 60 sec. anthem spot, as well as
additional 30 sec. spots featuring men's, women's and home merchandise
from the collection.
"American Living epitomizes what JCPenney is all about. It
elevates the JCPenney brand and supports the idea that 'Every Day
Matters' - it's all about enhancing the quality of life for our
customers, allowing them to have something truly aspirational at a
smart price," said Mike Boylson, chief merchandising officer for
JCPenney. "Our new campaign is an invitation for customers to
experience American Living - a new reason to shop JCPenney - and
discover all that we have to offer."
From baseball, picnics, and trips to the beach to tractors,
pick-up trucks and life on the farm, the new campaign brings the
aspiration of American Living to life by capturing the little, every
day moments of American culture. The campaign's broadcast commercials
further celebrate the American spirit through the vocal collaboration
of rock legend and former Led Zeppelin singer Robert Plant and 21-time
Grammy-award winner, country-bluegrass queen Alison Krauss with the
song "Killing the Blues" from their new album, Raising Sand. The 60
sec. American Living anthem spot will also air throughout the spring
during previews for PG and PG-13 movies in cinemas across the country.
Following the Academy Awards, viewers can expect to see the ads air
over the next few weeks on top prime and cable television programming.
American Living will be introduced to JCPenney's Hispanic
customers when the ads air Feb. 21 on the country's leading
Spanish-language television network, Univision, during JCPenney's
exclusive retail sponsorship of Premio lo Nuestro a la Musica Latina,
the longest-running and most popular award show for the U.S. Hispanic
The launch of American Living will also be supported by a
strategic e-mail campaign, as well as direct mail, specialty catalogs
and weekly sales circulars. A special sitelet, www.americanliving.com,
will introduce customers to American Living and include the American
Living ads and links to the American Living "shop" on jcp.com. Print
advertisements, reaching more than 120 million readers, will also
launch in April in select national magazines and newspapers.
JCPenney is one of America's leading retailers, operating 1,067
department stores throughout the United States and Puerto Rico, as
well as one of the largest apparel and home furnishing sites on the
Internet, jcp.com, and the nation's largest general merchandise
catalog business. Through these integrated channels, JCPenney offers a
wide array of national, private and exclusive brands which reflect the
Company's commitment to providing customers with style and quality at
a smart price. Traded as "JCP" on the New York Stock Exchange, the
Company posted revenue of $19.9 billion in 2006 and is executing its
strategic plan to be the growth leader in the retail industry. Key to
this strategy is JCPenney's "Every Day Matters" brand positioning,
intended to generate deeper, more emotionally driven relationships
with customers by fully engaging the Company's 155,000 Associates to
offer encouragement, provide ideas and inspire customers every time
they shop with JCPenney.
CONTACT: JCPenney Corporate Communications
Rebecca Winter or Kate Parkhouse, 972-431-3400
JCPenney Brand Publicity
Fashion and Home
Merianne Roth, 972-431-2317
SOURCE: J. C. Penney Company, Inc.