Dive Brief:
- J.C. Penney has partnered with iHeartRadio to launch the iHeartRadio Jingle Ball x J.C. Penney collection, the retailer announced Tuesday. The 29-piece “holiday glam” collection features sweaters, sequined tops, faux-leather skirts and other apparel and will be available online and in select stores for a limited time.
- The move is part of the department store’s broader holiday plans, which also include deals throughout the season. Between Nov. 10 and Nov. 20, J.C. Penney is offering 24-hour discounts on select items.
- Beginning Sunday, J.C. Penney will air “It’s What They Thought That Counts” holiday campaign across TV and social media ad spots.
Dive Insight:
Through its iHeartRadio collaboration, J.C. Penney is continuing its brand partnership strategy and expanding its merchandise offerings just in time for the holidays.
“Collaborating with iHeartRadio as the first ever retail partner to create a fashion collection as a new way to engage fans is so special — and just one of the ways we’re hoping to make sure the holiday experience can be memorable for all,” Marisa Thalberg, chief customer and marketing officer at Catalyst Brands, said in a statement.
In recent years, the company has teamed up with country singer Walker Hayes, fashion designer Prabal Gurung, model Ashley Graham and Warner Bros to launch collections. Last month, the retailer unveiled its Hollywood glamour collection in collaboration with designer Bob Mackie.
In addition to its brand collaborations, J.C. Penney has been debuting marketing campaigns to drive renewed interest in its offerings. In its latest campaign — “It’s What They Thought That Counts” — moments are showcased in which shoppers create “you shouldn’t have” moments with loved ones, per its announcement.
“This holiday season, we’re proving a simple idea on a big stage: it’s not about what you spend, but the care and effort you put into finding the perfect gift,” Michelle Wlazlo, brand chief executive officer at J.C. Penney, said in a statement.
Earlier this year, the company debuted its “Yes, J.C. Penney” campaign, featuring QR codes linking to its website to highlight its product assortment. Over the summer, the retailer introduced its “Back-to-It” campaign, which encouraged children and adults to refresh their fashion sense for the fall.
In its announcement, the retailer noted that customer trip frequency has increased each month for 15 consecutive months. Despite that growth, the company reported a 3.4% dip in total Q2 net sales, though it also reported that many stores posted positive comps for the quarter.