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Deal Divas

Stephanie Hayes, Katie Sanders, Kameel Stanley, & Keyonna Summers

JCPenney stepping up its style game



FabulosityFor plenty of high-end shoppers, JCPenney is nothing more than a big space they walk through to get to the rest of the mall.

But the Wall Street Journal reports that the department store is hoping to cash in on people's lighter wallets this spring by highlighting its trendiest brands that are a steal compared to high-end retailers like Neiman Marcus. For the first time, J.C. Penney's advertising campaign will promote only the company's hippest, exclusive clothing lines.

Expect to see a focus on Kimora Lee Simmons' Fabulosity line, Nicole Miller's nicole line, Bisou Bisou by Michele Bohbot and two new lines, ALLEN B. by Allen Schwartz and I "Heart" Ronson by designer Charlotte Ronson.

Who knows if loyal brand name shoppers will be swayed by this strategy. I'm guessing a lot of people will stick to what they like, but just buy less of it or wait until their favorite stuff hits the ever-growing sales racks. But it might be worthwhile to linger a bit more inside JCPenney. Consider this: The Journal says Schwartz's dresses will sell for $70 to $80 there, while dresses from his ABS line at Neiman's require coughing up a coma-inducing $200 to $400.

~ Deal Diva Colleen

(Photo: This Fabulosity cropped belted trench coat originally sold for $58, but is now marked down to the much more fabulous price of $39.99.)

[Last modified: Thursday, May 20, 2010 5:13pm]


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