JCPenney Launches Pop-Up Shops With Aldo


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We gladly give credit where credit is due, and JCPenney deserves some — specifically, for renewing its focus on female consumers.

In addition to a new womenswear collection collaborating with popular Spanish-based chain Mango, JCP recently added a footwear line in collaboration with Aldo tailored to women ages 15 to 30. “The [new shoes] are optimistic and convey a feeling of enjoying life. Customers want to get what they see in fashion magazines at affordable prices,” said divisional merchandise manager Emmanuel Amzallag.

To celebrate the Aldo-designed line-up, the store opened two “Call it Spring” pop-up shops inside its flagship Herald Square location, with the goal of launching 500 more — in its larger stores — by next fall. The store-within-a-store features 300 styles of footwear and handbags. According to WWD, prices will stay in JCP’s signature affordable price range: $25-40 for handbags, $19-69 for shoes and $59-89 for boots.

JCP has held onto its role as a leader among department stores: it saw overall revenue of $17.6 billion in 2009, not far behind the $24.9 billion of Macy’s. By recognizing the buying power of women – they make up 65% of JCP’s sales demographics – this venture has the potential to not only increase sales, but solidify brand loyalty among lady shoppers.