Retail giant JCPenney set to debut extended-size fashion line in collaboration with model Ashley Graham.

JCPenney, the American department store, has recently launched a new marketing campaign aimed at changing its brand positioning. The campaign, titled "It's from where?", "Yes, JCPenney.", is designed to appeal to a younger demographic, specifically Gen Z, and change customers' perception of the brand.

As part of this strategy, JCPenney is partnering with model and entrepreneur Ashley Graham on a plus-size collection. Set to launch this fall, the Ashley Graham collection reflects Graham's "signature bold and confident style". Michelle Wlazlo, CEO of JCPenney, stated that this partnership is a strategic move to redefine the plus-size category.

The Ashley Graham collection is just one of many initiatives by JCPenney aimed at inclusivity and accessibility. The company has also debuted an apparel line with athlete Jamey Perry, designed for people who use wheelchairs. JCPenney's strategy includes offering inclusive sizing, with all of its private label brands offering an extended size range.

JCPenney's partnership with Ashley Graham is not the first of its kind. In recent years, the company has partnered with brands like Amazon, Sephora, and Martha Stewart. The company has also joined Catalyst Brands, a joint venture between JCPenney, Sparc Group, Shein, and Simon Property Group. This venture includes brands such as UNTUCKit, Cinemaker, and 7 For All Mankind.

In addition to these partnerships, JCPenney is also working to tap into Gen Z's renewed interest in shopping malls. The company's marketing campaign is designed to appeal to this demographic, with a series of advertisements featuring captions reading "It's from where?" and "Yes, JCPenney."

Despite these efforts, JCPenney has faced challenges in recent years. Catalyst Brands has conducted two rounds of layoffs to its corporate staff this year, with a 5% cut in February and a 9% cut in April. The company will hope that these new initiatives will help to revitalise its image and attract a new generation of customers.

The Ashley Graham collection is still being developed and is expected to be available in sizes up to 30, both in-store and online. With its focus on inclusivity and its appeal to a younger demographic, JCPenney is positioning itself as a retailer for everyone, regardless of size or ability.

Retail giant JCPenney set to debut extended-size fashion line in collaboration with model Ashley Graham.