JCPenney rebranding in-store salons

JCPenney (NYSE:JCP) has announced a partnership with InStyle magazine to reinvent its nearly 900 salons nationwide. The Salon by InStyle will kick off this summer in 15 test locations across Chicago, Dallas, Miami and Los Angeles, before nationwide rebranding in 2016.

Two salons, located in Dallas and Los Angeles, will serve as flagship locations and will undergo complete renovations, reported Modern Salon.

The move by JCPenney is an attempt to attract younger consumers who identify with fashion, hair and beauty. It also gets shoppers into the department store more frequently.

"As one of the largest salon operators in the country, we are going to leverage our industry expertise to create a salon that elevates the client experience and attracts new customers to our stores, while strengthening loyalty among existing clients," Amiee Thomas, VP of salon at JCPenney, told Modern Salon. "Our customers already shop JCPenney for beauty, fashion apparel, shoes and accessories. As more women experience the services provided at The Salon by InStyle, it will reinforce JCPenney as an all-inclusive destination for head-to-toe style."

JCPenney's salon customers typically visit the store eight times a year and spend twice as much as the average customer, reported CNBC.

This is not the first attempt to upgrade a category to attract fashion-forward consumers. In 2011, JCPenney rebranded its bridal jewelry line, Modern Bride, through a collaboration with the former Conde Nast magazine. In addition, the brand put Sephora shop-in-shops inside its location, which continue to deliver double-digit growth and drive traffic.

JCPenney is in the middle of turnaround plan following a difficult 2014. The retailer is still recovering from a plan to reinvent itself under former CEO Ron Johnson. Johnson's struggles are well documented, and despite the progress made since Mike Ullman's return as CEO, it looks like the retailer isn't out of the woods just yet. Last month the company said it would close 40 stores in the next year, 4 percent of its 1,060 locations, and cut about 2,250 jobs as it tries to raise profits.

For more:
-See this Modern Salon article
-See this CNBC article

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