JCP Readies for Back-To-School

JCPenney is preparing to unveil its back-to-school assortment next month, a mix that will include a number of new licensed apparel brands. Supergirl by Nastia (from Warner Bros. Consumer Products) and Zoo York will grace the retailer's shelves, as will the latest from RS by Sheckler, Olsenboye and more. Olympic gymnast Nastia Liukin will be visiting JCPenney stores in five markets across the country to promote the launch of her line, speaking to young girls while hosting gymnastic performances, fashion presentations and tumbling classes.

JCPenney is also introducing a new marketing campaign for the season with a greater focus on digital, social and mobile markets. JCP.com, for example, will feature viral videos featuring teens showing off their recent store purchases and reviewing the latest products. "Personalization and self-expression are important to teens and they want their look to reflect their unique personalities and style," commented Mike Boylson, executive vice president and chief marketing officer for JCPenney. "Using an array of innovative interactive and user-generated content, our back-to-school marketing encourages teens to take control and discover our extensive assortment of exciting styles and brands at affordable prices." Visit www.jcpenney.com.

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