J. C. Penney Company, Inc. (NYSE: JCP) and Kellwood Company today announced the launch of Fabulosity, a complete fashion sportswear line designed by Kimora Lee Simmons to be sold exclusively at JCPenney. The new collection, created for JCPenney‘s Juniors customer, will debut in JCPenney stores and online at jcp.com in July, just in time for the Back-to-School season.
Inspired by the glamorous lifestyle of former runway model Kimora Lee Simmons, Fabulosity embodies a lifestyle of confidence, beauty and fashion sense, all at a smart price. Renowned for pioneering the introduction of glamour and feminine appeal to the urban brand category, Simmons has created a new line for JCPenney, which combines the two worlds she knows best — high fashion and hip hop. Fabulosity will be merchandised at JCPenney as an urban lifestyle offering in Juniors with a complete sportswear line featuring tees, knit tops and sweaters, jeans, skirts and dresses, as well as hoodies, jackets and outerwear. The collection will be offered at JCPenney‘s best pricing tier and will range from $29 to $108.
‘As the No. 1 department store for teens, JCPenney has a proven track record of delivering a wide array of must-have styles and brands to some of our most discriminating customers: teen girls,‘ said Ken Hicks, president and chief merchandising officer for JCPenney. ‘We continue to build on this leadership with the launch of Fabulosity, which brings Kimora’s popular charismatic personality and flair for fashion to our Juniors department, expanding our offering and deepening our emotional connection with our younger customers through a truly authentic brand.”
‘I can‘t wait to bring Fabulosity to the JCPenney Juniors customer! Young teen girls are fabulous and my new collection will further build their confidence as they head back-to-school. Fabulosity is all about celebrating who you are and your individual greatness – living your dream and being whatever you want to be. This is a great message for young teens — and I am so proud to partner with JCPenney on this collection,‘ commented Simmons.
Bob Skinner, Kellwood chairman, president and chief executive officer added, ‘Kimora touches the heart and soul of teens and young women around the world. Her positive influence and confident fashion bravado sends a message of self-reliance and fearlessness to teens. Kimora‘s new Fabulosity collection is certain to engage the JCPenney Juniors customer, and we look forward to expanding our partnership with JCPenney on this new initiative.‘
The Fabulosity sportswear collection is produced under a licensing agreement by BP Clothing, LLC.[mashshare]