Dive Brief:
- Adding another collaboration to its product assortment, J.C. Penney has teamed up with Warner Bros. to introduce its “Abbott Elementary” themed collection, the retailer announced on Thursday.
- The limited-edition collection features sweaters, jackets, dresses, woven shirts and knitted tops for men and women in inclusive sizes. Most of the items are priced at less than $100, while half are less than $50, and they all will be available on the retailer’s website and in select stores, according to the announcement.
- The retailer is promoting the collection in a new ad campaign spanning TV, print, digital, display and social media. It will feature a few social-media famous educators wearing items from the collection, including Barry White, Mrs. Bo and Mr. Talcott. The company is also offering a 10% discount to teachers who show their school ID in stores until Oct. 8, per the press release.
Dive Insight:
J.C. Penney said it surveyed teachers and found that educators sought breathable apparel with a casual and professional aesthetic, but the retailer did not disclose the survey methodology. The retailer added that it took that feedback, as well as school dress codes, into account when crafting the collection.
“Too often, teachers and working families have to make a choice between comfort and fashion. We wanted this collection to feature quality, stylish and relevant pieces that could seamlessly be mixed-and-matched at an affordable price, so any teacher can feel empowered to dress their ‘inner Abbott,”’ J.C. Penney Chief Merchandising Officer Michelle Wlazlo said in a statement.
Besides its “Abbott Elementary” themed collection, J.C. Penney has released other capsule collections this year. In February, the retailer announced its collaboration with fashion designer Prabal Gurung to create a 25-piece “iMPOWER by Prababl Gurung for JCPenney” collection. About a month ago, the company unveiled two private-label collections with celebrity stylist Jason Bolden called “J.Ferrar x Jason Bolden” and “Worthington x Jason Bolden.”
As J.C. Penney aims to reach consumers with fresh merchandise, it is trying to steady itself following its bankruptcy in late 2020. In a recently announced $1 billion turnaround plan, the retailer said it will devote resources toward its digital capabilities, in-store improvements, and merchandise and supply chain enhancements.
Meanwhile, the company continues to show financial strain. The retailer’s Q2 net sales slid 10% from last year to $1.6 billion. Its second-quarter net income also dropped 65% year-over-year.
