JCPenny relaunches Arizona brand

JCPenney has relaunched its private label brand called Arizona in an overhaul meant to appeal primarily to teen shoppers and to improve weakening sales. This is the first time the company has significantly updated the brand since 2012, according to Women’s Wear Daily.

 

The recent overhaul brings changes to the brand’s styling, marketing, in-store displays and product development cycle, after having gleaned insights with consumer research studies over the past year.

 

The remix launched in stores on July 13, for this year’s back-to-school shopping season.

 

This news was originally posted by our sister publication, VMSD and edited to meet Brand Experience magazine's editorial stylebook.