The launches join JC Penney’s growing stable of private labels designed, developed and sourced in-house. It recently launched lifestyle brand American Living across its 600 stores.
JC Penney president and chief merchandising officer Ken Hicks said the new brands would tap into an increasingly teen-led retail market. He said: “Teens have always been a cornerstone of our business and they are emerging as today’s key influencers of purchase decisions made by their family. We’re building on our strong relationship with teens by delivering relevant lifestyle offerings.”
Young fashion brand Decree will be pitched towards the lower end of the retailer’s pricing architecture, with the collection ranging from US$18 (£9) for a tank top to US$38 (£19) for a five-pocket jean. Whitetag will be pitched higher with a focus on premium denim.