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New teen ranges at JC Penney

JC Penney is to launch two new own labels aimed at capturing the US teen market.
The department store chain will unveil Decree, geared towards female teens, during the back-to-school season, and boys’ brand Whitetag, which will launch at the same time with a focus on art-driven T-shirts and woven shirts.

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.

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