JC Penney Hopes New Line will Boost Sales, Rebuild Customer Base

Posted Monday March 10, 2014 12:23 PM GMT

While some critics speculate that JC Penney is just re-arranging deck chairs on the Titanic, the company itself hopes their new Black Label by Evan-Picone is just the ticket to get them back in the game.

Launching March 7th, the exclusive collection includes dresses and related separates, with pricing said to be between $35 and $120.

JC Penney senior vice president Siiri Dougherty told WWD, “We really felt there was a big void in our assortment for a sophisticated, true career brand.”

And with the arrival of Evan-Picone, Dougherty feels things are headed on the right course for a big successful rebound. “It offers system dressing. It’s very versatile,” she noted, referring to sheath dresses, tie-neck blouses, pencil skirts, and two-button jackets and trousers.

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