JCPenney Co. Inc. is rolling out a new lifestyle brand called American Living, the company’s largest brand launch in its history.
The collection, which debuts this month, includes a range of apparel for women, men and children, and footwear, accessories, home furnishings and textiles. Merchandise will be available in nearly 600 stores, catalog and online at http://www.JCP.com.
To support the launch, JCPenney will run e-mail and direct mail campaigns, as well as promote the collection in weekly sales circulars and specialty catalogs. The company will introduce the new line on Feb 24 via 60- and 30-second TV spots during the “Academy Awards.”
JCPenney also created a Web site at http://www.AmericanLiving.com to let visitors browse the collection and its ads. Print ads will launch in April targeting selection national magazines and newspapers reaching more than 120 million readers.
Global Brand Concepts created the TV spots for JCPenney.
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