Product Profile

Product Profile
JC Penney offers merchandise from multiple product categories. They also provide multiple services tailored to each store location per their consumer geographic such as optometry, photography, wedding registries, and home décor consultation.
Over half of their product offerings are private labels. JC Penney’s private label brands generate gross profit margins that are three-to-five percent higher than national brands. These brands are sold under various brands such as JC Penney, JCP, Liz Claiborne, Okie Dokie, Worthington, a.n.a, St. John’s Bay, Arizona Jean Company, Ambrielle Decree, Stafford, J. Ferrer, JC Penney Home Collection, Monet, Xesion, and Total Girl.  With the recent decline of sales, we as a company are looking to expand our potential customers by bringing in a private label that could possibly appeal to Millennials.

Product Name
Ivy Park is an active wear clothing line that was created in 2016 and was a joint venture between Beyoncé who is a recording artist and actress and Topshop which operates under the company Parkwood Topshop Athletic.  The main goal of this product is to push the boundaries of athletic wear that helps women feel comfortable in their body, which shows beauty is more important than appearance.

Product Classification & Product Characteristic
Ivy Park is an active wear brand for woman that is very fashion forward with designs that contain technical innovations.  This brand is a new edgy kind of performance wear that has notes of modern essentials for both on and off the field.

Distribution

JC Penney will distribute their products and clothing lines across physical stores and online stores. The new and previous clothing lines will be widely available through every store with a variety of selections. The additional clothing lines will be delivered to each store in a timely manner, and they will be available online as quick as possible.  The online store will ship both nationwide and worldwide, with faster shipping within the United States.

Product Life Cycle

At JC Penney we keep a variety of clothing lines that will cycle at certain times during their sales lifespan. Some items will be seasonal specific and have limited availability through clothing lines like Ivy Park. These times can vary, and should not be expected to be similar to previous lines, as they will change on their own basis from the main distributer.

The Brand

JC Penney is looking forward to this newly renovated brand as a whole. Bringing in new clothing lines like Ivy Park will be hold a new opportunity to strengthen the brand and aim for a target audience of millennials. With these changes, JC Penney will stay true to their values (loyal, passion, courage and service). Everything at our core has been kept the same, but product lines and target audiences have been enhanced and rethought.



Authors
Marla Bernal: Product Name, Classification, & Characteristics
Trevor Bremer: Distribution, Product Lifecycle, & The Brand
Professor Harry Derderian
Marketing Strategy and Design
Baker College Online
04/05/2017


References
Future Voices - Topshop USA. (n.d.). Retrieved from
http://us.topshop.com/en/tsus/category/future-voices-6102850/home?TS=1479721456374&intcmpid=W_FOOTER_%20FUTUREVOICES
Ivy Park - Wikipedia. (n.d.). Retrieved April 5, 2017, from
https://en.wikipedia.org/wiki/Ivy_Park
JC Penney. (2017). Company Information. Retrieved from 
            http://www.jcpenney.com/jsp/browse/marketing/promotion.jsp?&pageId=pg40036000011
JC Penney Company Inc. (JCP) Company Profile | Reuters.com. (n.d.). Retrieved from
http://www.reuters.com/finance/stocks/companyProfile?symbol=JCP

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