J.C. Penney knows firsthand that curves are the new Black!
The major retailer has heard the demand for more stylish plus size clothing and has responded with ‘The Boutique’. The premier affordable online boutique for the fashionable plus size femme.
J.C. Penny decided to embark on the high-demand market by launching an “elevated shopping experience” with more contemporary clothing options ranging in size from 14W to 24W, and 1X to 3X.
“There’s a lot of dissatisfaction. They’re not finding clothes that fit them, and in particular younger women don’t feel like they can find clothes that suit their style,” said Siiri Dougherty, senior vice president and general merchandise manager of women’s apparel. “She wants a place dedicated for her, a special environment and more modern merchandise. And she doesn’t want to be disconnected from the rest of the store.”
“The Boutique” will include daily attire, as well as athletic wear, denim, party/social occasion attire, and will include some cross-merchandising with accessories.
The size of the boutique will vary from store to store, but will include JC Penney’s signature brand plus other popular namebrands who carry fashion forward plus size clothing. The plus size section of the store’s website will also be changed to “The Boutique” in promotion of the official launch in 12 stores nationwide on October 9.
J.C. Penney is taking a step in the right direction with “The Boutique” and hopefully more major retailers follow suit. There’s a whole demographic out here that is too often being overlooked and ignored, when they also have money they would like to spend to look and feel good.