Penney's ‘Remixes' Its $1 Billion Arizona Brand
4 monthes ago - By WWD
As Arizona goes, so goes J.C. Penney.
The department store chain has recast its 19-year-old Arizona private brand with changes in the styling, marketing, in-store displays and product development cycle, in an effort to reverse weak sales trends and ride what's expected to be a good back-to-school season for retailing overall.
“Frankly, over the years we sat on our laurels with Arizona. It got too basic and lost touch with the teen customers,” James Starke, Penney's senior vice president and head of merchandising for men's, children's, home and jewelry, told WWD.
“The last time we did...
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