JCPenney makes shoppers the fashion stars in new Lookbook campaign

By Barbara Thau

JCPenney has rolled out a user-generated marketing campaign with the launch of the Lookbook, a new online and mobile "source of fashion inspiration," according to the company. The Tumblr site, which debuted during the Academy Awards, invites shoppers to share a photo of their personal style using the hashtags #JCPLookbook and #JCPStyle.

JCPenney will in turn transform select shopper photos into a fashion illustration showing users wearing a look from JCPenney's spring assortment, meaning shoppers have a chance to be featured in the Lookbook. Customers will also be able to shop the looks from

"They can post their photos on social media—Twitter, Instagram—and use the hashtags #jcplookbook and #jcpstyle–and we will select some of the photos to be featured on the site, alongside a fashion sketch of their photo," a spokeswoman told FierceMobileRetail. Story

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