J.C. Penney ups fashion game with Libby Edelman collection launch

PLANO, Texas — J.C. Penney saw sales of women’s apparel improve in March and April, and it’s wasting no time trying to build on that generated momentum. The retailer is launching Libby Edelman, a lifestyle brand featuring fashion essentials for time-strapped women.

The embattled retailer is pulling out all the stops to drive sales with compelling offerings across every possible category. This latest debut, for example, comes on the heels of J.C. Penney’s dorm shop launch as well as its plans to enter the B2B space. Inspired by Libby Edelman — co-creator of Sam & Libby and Sam Edelman footwear — this latest exclusive collection joins a portfolio of private brands that, despite a challenging first quarter, out-comped national brands.

Libby Edelman will feature footwear, handbags, casual clothing and accessories. A special preview collection spotlighting summer dresses, casual footwear and lightweight cross-body bags will debut in 500 stores and at JCPenney.com beginning July 14, followed by a full launch on Sept. 8. The complete fall lineup will include a wider assortment of embroidered boots, totes, blouses in bold prints, layering jackets, versatile dresses, scarves, necklaces and trend hosiery and will be prominently displayed throughout the women's floor.

"As we move to revitalize our women's business at J.C. Penney, we want to attract new customers by expanding our women's contemporary assortment and infusing newness into our brand portfolio through unique designer partnerships," said the company’s chief merchant, John Tighe. "Libby Edelman is the latest collection to showcase this new strategy as we move toward meeting customer demand for more trendy, casual fashion."

To help promote the exclusive partnership, Edelman will host a #SoWorthIt video series in which she shares tips on how to be stylish when busy. Customers can access the series through J.C. Penney’s YouTube channel at www.youtube.com/jcpenney.

Libby Edelman for J.C. Penney

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