In a bid to ramp up its sensual side, J.C. Penney next spring will replace its successful Delicates brand of intimate apparel with Ambrielle, in what the retailer calls the largest private label launch in its history. Ambrielle, which targets modern, sensual women, will be the centerpiece brand of the retailer's redesigned lingerie departments, launching in stores, catalogs and on the Web at www.jcp.com.
Delicates, along with Arizona, Stafford, Worthington, St. Johns Bay and JC Penney Home Collection, is one of Penneys’ "power" brands united under the leadership of Laurie Van Brunt, who joined the company last year as vp-director of brand management. J.C. Penney's private brands represent more than 40% of its annual sales, with three of them—J.C. Penney Home Collection, Arizona and St. John's Bay—accounting for $1 billion each in sales.
"We're hoping Ambrielle will take our intimate apparel business even further," said company rep Kate Parkhouse. "We feel it will resonate with people even more."
Ambrielle consists of three sub-brands: Smooth Revolution, for comfort and support; Mystique, for luxurious body enhancement; and Essentials, basics with natural support and a comfortable fit.
In addition to Ambrielle, which will account for one-quarter of the intimates department, J.C. Penney will stock national brands including Maidenform and Playtex as well as its Bisou Bisou private brand for younger, trendy consumers.
J.C. Penney has redesigned and upgraded the department with more of a "boutique" feel with separate registers and its own shopping bags. "You won't see racks of bras hanging on hangers," promised Parkhouse. "It will be different from what's out there now."
By Sandra O'Loughlin (brandweek.com)
No comments:
Post a Comment