Private brands have been part of J.C. Penney’s portfolio for many years. After the retailer hit a rough patch, they gained even more prominence, forming a large part of its comeback strategy. Chairman and CEO Marvin Ellison made the call to trim or eliminate brands that weren’t working so the retailer could focus on promoting private brands that resonate most with consumers as well as signing on exclusive brands that give shoppers a reason to head to stores.
One such new exclusive is the Argyleculture collection — a brand created exclusively for J.C. Penney by entrepreneur, media mogul and fashion designer Russell Simmons in collaboration with New York-based clothing company Bernette Textile USA. The sophisticated menswear line offers traditional and classic wardrobe options across sportswear and clothing categories at affordable price points.
“I created Argyleculture to help cultivate passion, drive and professionalism through fashion,” said Simmons. “By partnering with J.C. Penney, we have the opportunity to dress a broad audience of mature professionals who understand and appreciate style.”
The line made its debut last fall and promotions for summer/spring 2017 line are already underway. Customers can shop the collection here.