J.C. Penney has decided to focus its ad campaigns on its trendier fashion lines as a way to get customers' attention during these challenging economic times. This spring the focus will be on Kimora Lee Simmons and Nicole Miller's diffusion lines for the retailer. Penney's is aiming directly at fashionable consumers who usually shop at more upscale stores, but who must spend less now.
The ads will highlight five lines that Penney carries exclusively: Ms. Simmons's Fabulosity line, Ms. Miller's nicole line, Bisou Bisou by Michele Bohbot and two new lines that the retailer is introducing this spring, ALLEN B. by Allen Schwartz and I "Heart" Ronson by contemporary designer Charlotte Ronson.
The TV ads, which will be unveiled in New York Tuesday, will appear for the first time during the Academy Awards on Feb. 22. Print versions will appear in magazines such as Cosmopolitan and People. Penney's Web site also will feature runway shows of the looks, along with fashion tips from the lines' designers.
"We're reinforcing how J.C. Penney has significantly stepped up its style over the last several years -- yet continues to deliver on the affordability that's so important to our customers, especially right now," said Mike Boylson, Penney's chief marketing officer.
Mr. Schwartz's dresses for Penney, for example, will sell for $70 to $80, far less than the $200 to $400 that dresses in his ABS line fetch at Neiman Marcus and other high-end stores.
It's a smart move by Penney's. The competition for fashion dollars is going to be at an all time high this year. The retailer that showcases on-trend fashions at an affordable price is going to grab market share this year.
J.C. Penney has decided to 
