JC Penney concept store, levi's, retail localization

JC Penney: ‘Almost transformed overnight,’ says Staten Island shopper

A new layout and a fresh look had shoppers at JC Penney grinning ear-to-ear as they hunted for good buys Monday afternoon.

Those inside the store at the Staten Island Mall were recently introduced to the store’s “Shops” concept, a configuration that places select brands in their own special niches.

JC Penney concept store, levi's, retail localization

Levi’s, i jeans by Buffalo, and The Original Arizona Jean company were the first Shops to be set up in the store in time for the back-to-school shopping season at the end of the summer.

Izod, Liz Claiborne and jcp — a new JC Penney exclusive brand dedicated to high-quality fashion basics — were added last month, according to company releases.

Levi’s is situated in a “Denim Bar” that offers an experience JC Penney expects to redefine the way customers find jeans they want to buy. Specially-trained Levi’s Fit Specialists are in place to help male and female shoppers settle on just the right pair.

“The Levi’s brand epitomizes classic American style and effortless cool. We kept this spirit in mind when we envisioned a new way to shop for Levi’s jeanswear inside JC Penney,” said Liz Sweney, chief merchant for the company. “Now, customers can pull up a stool at one of our Levi’s Denim Bars and work with a specialist to choose from a curated selection of Levi’s jeans that best expresses their personal style.”

Levi’s offers 11 fits and 88 washes and most styles are priced at $40, says the company.

Buffalo’s jeans are for men, women and children, and the i jeans by Buffalo style introduces European trends into a comprehensive collection of sportswear, outerwear, accessories and denim — all featuring quality fabrics and trims.

The entire Arizona line has been reinvented with better quality fabrics, including updated prints, washes and stitching details related to this heritage brand. With JC Penney’s “Fair and Square” pricing, customers can find essentials at bargain prices, such as Arizona skinny jeans starting at $17.

The Shops plan is set through 2014 and serves as one way JC Penney is working to create an “unforgettable store experience that will make customers love shopping again.”

Shoppers were delighted while touring the revamped store Monday afternoon.

“It’s opened up a little bit,” said Richmond resident Len, who was grabbing some Izod outfits for a golfing trip. He even spotted sweatshirts for $10.

[via SI Live]

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