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JCPenney Readies Pop-Up Blitz

By Feb 08, 2006

JCPenney takes Manhattan next month with a pop-up store in Times Square, and new ads breaking during the Oscars.

JCPenney will unveil its three-story temporary store on March 2, showcasing fashion and home apparel, according to The Wall Street Journal.

High-end displays will feature JCPenney’s new and updated private-label lines, such as Stafford, Bisou Bisou and Arizona. Displays will have kiosks where shoppers can order items from JCPenney.com.

JCPenney breaks fashion-forward TV spots during coverage of the Academy Awards. Later, shoppers can watch the spots on AOL and Yahoo, and click on items in the ad to order directly from Penney. Print ads in April issues of fashion magazines support, the Journal reported.

Online sales are a big portion of JCPenney’s business, and growing: Sales at JCPenney.com topped $1 billion for fiscal 2006, up 28% for the year. Penney’s direct sales (including catalog and Internet) rose 4.3% in January, compared to a 2.5% rise in same-store sales.

Plano, TX-based J.C. Penney Co. has been working hard to upgrade its fashion reputation. The retailer this month launches a home furnishings brand, Studio, as part of its JCPenney Home Collection line. Modern-styled bedding, bath, rugs, lamps, and window treatments complement its furniture.

“Studio fills a modern niche preferred by style-driven customers who are already shopping in our stores for apparel, but shopped elsewhere for updated home fashions,” said JCPenney President-Chief Merchandising Officer Ken Hicks in a statement.

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