JCPenney (NYSE:JCP) is piloting The Boutique in October, a new format for plus-size apparel. Launching in 12 stores, the department store chain is hoping to cash in on the expanding plus-size market.
"This is a business we have always been very good at—but we can be even better," Siiri Dougherty, JCPenney's senior VP and general merchandise manager of women's apparel, told Women's Wear Daily.
To go along with the Oct. 9 launch in stores, JCPenney's plus-size landing page on its website is being renamed The Boutique. The idea is to create a special environment where women will have access to contemporary and stylish clothing, complete with cross-merchandising in accessories.
"She wants to feel valued. She wants a place to go shop and find everything to fit her lifestyle. All too often [plus] size customers are treated like she just wants to cover her body," Dougherty said.
In the midst of a turnaround plan, JCPenney is on the offense and launched a fast-fashion line earlier this month. New CEO Marvin Ellison is focusing on taking back market share and restoring profitability to the department store chain.
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