JCPenney 2010 Annual Report Download - page 10

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BRAND NEW L
BRIDES LOVE jcpenney
We’re taking bold steps to transform our bridal
business and become the preferred destination for
today’s brides. In a unique collaboration with Condé
Nast, we have launched Modern Bride—a concept
devoted to providing a special shopping experience
with trusted quality, timeless style and outstanding
customer service. In February 2011, we introduced
the Modern Bride concept in our Fine Jewelry
departments, just in time for Valentine’s Day—a
key ne jewelry shopping period.
10
jcpenney dramatically expanded its modern assortment by becoming The
ALDO Group’s exclusive department store retailer in the United States for
its Call It Spring brand. Providing an extensive collection of over 300 styles
of on-trend footwear and accessories—all at compelling prices—Call it
Spring launched last fall in jcpenney’s Manhattan store and expanded to
100 stores and jcp.com in spring 2011. By fall 2011, the brand will expand
to an additional 400 stores.