JCPenney 2008 Annual Report Download - page 10
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Brands developed with our customers in mind
What matters to our customers, matters to us. That’s why we are focused on offering the most desired brands in retail — brands
developed with the unique needs and aspirations of our customers in mind. In 2008, we introduced exciting private brands to JCPenney:
Decree, an all-American lifestyle brand for Juniors; Linden Street, a cozy, casual home collection for the neo-traditional lifestyle customer;
Dorm Life, a comprehensive dorm décor brand for design-savvy young adults; and Xersion, an activewear brand for today’s modern women
and men. Additional brand launches included Fabulosity, an exclusive brand for Juniors, created by Kimora Lee Simmons, and national brands,
Messages from the Heart and Disney’s Hannah Montana in Children’s, and White Tag in Young Men’s.
Maintain
10
Our competitive advantage
JCPenney has been developing its own
private brands for more than 50 years.
Today, many of these brands have
achieved consumer awareness on par
with major national brands. Because of
JCPenney’s industry-leading product
development initiatives — including brand
management, trend, design, multi-country
sourcing, logistics, technology, quality-
control/testing facilities, and inventory
management — these brands continue
to bring newness and innovation to our
merchandise offering. Together, these
initiatives create a unique competitive
advantage. Our successful 2008 launches
of Decree and Linden Street are examples
of how our brands are quickly embraced
by customers.