For spring, JCPenney is promoting what it is calling event season as it invites working families to embrace bold and colorful styles, “huge” savings and fresh initiatives.
For consumers attending or hosting occasions, the company is positioning itself as the place to gear up. It asserted that JCPenney shoppers will find everything they need to refresh for the season, including quality products in categories ranging from home furnishings to beauty to apparel, jewelry and shoes.
Already, the JCPenney website is focused on products that can prepare consumers for spring occasions including seasonal dress-up apparel, Easter, vacations and outdoor living, with patio furniture and outdoor dining and entertaining featured.
All spring long, JCPenney is asking customers to Get Ready With Me and show off how they’re starting the spring celebrations in-store. Whether it’s about finding new makeup for mom, spring home décor or matching outfits for the whole family, JCPenney stated that it is asking customers to share how they’re getting set up for the season using #GRWM and tagging @jcpenney on social media. Shoppers also can search #JCPpartner to find spring trends, styling ideas and product picks from the company’s diverse family of influencers.
From April 5-8, shoppers can hunt for hidden “Easter eggs” on recent Instagram posts. The first 25 to complete the online hunt instructions will receive a special gift that will make shopping during JCPenney’s Mystery Sale a sweeter experience, the company maintained.
To further engage consumers, JCPenney partnered with renowned vocalist Patti LaBelle, veteran singer-songwriter Judith Hill and producer Tena Clark, to bring new life to the classic song “We Are Family, ” which will air in new JCPenney advertising spots.
The popular anthem will act as the backdrop for JCPenney’s spring promotional campaign celebrating and starring real families and strong diverse women. Among other elements, the marketing will include influencers Clementine Desseaux, Aashika and Rishika Jikaria, Carla Kemp, and their real mothers, daughters, sisters and friends in the campaign, all wearing bright colors, stylish florals and fresh spring pieces perfect for every occasion.
“For the JCPenney customer, spring is a season of events and festivities,” said Michelle Wlazlo, JCPenney chief merchandising officer, in announcing the seasonal promotions. “From Easter to weddings to graduations, these are moments that matter, so it’s important we are supporting them from the minute their invitation arrives. With our mix of popular private and national brands, we give shoppers access to products that reflect the latest trends, at prices that make them accessible for all their spring event needs.”
