New JCPenney denim targets baby boomers

DSN Retailing Today, August 22, 2005 by Kelly Nolan

Expanding on its success with the exclusive Nicole apparel line by designer Nicole Miller and capitalizing on denim's continued popularity, JCPenney has introduced three new jeans labels for the 35-plus women's market. Tint, Nicole and Jones Wear denim landed in Penney's 500 largest stores in mid-August. With this expansion, Penney aligns itself with an even larger current retail trend--catering to female baby boomers.

"We wanted to reach out to the 'missing middle' we connected with when we launched the Nicole exclusive," said Brenda Romero, JCPenney spokesperson. "We wanted to offer her stylish options for jeans that were not too trendy--like something her little sister would wear, but at the same time, not too conservative, like something her mother, or even grandmother, might own."

Nicole launched in March and catered specifically to womens' demand for career casual dotting. Penney's sees the denim labels dovetailing well with its existing Nicole offerings.

In fact, all three jeans labels have prominent store positioning. The Nicole jeans are displayed in "dressy casual" lifestyle shops along with the rest of the Nicole line, while Jones Wear and Tint jeans are featured in the "hot spot" in the women's premium denim section. Tint is a new product for JCPenney, while Nicole and Jones Jeans are expansions of current lines, with an older audience and higher-end product.

"The high-end premium denim market--$100 and up--has been an incredibly fast-growing denim segment," said Bill Kruder, JCPenney's senior buyer. "That being said, the modern spender was missing out, which created a need for us to bring in premium denim product at moderate price points."

Tint, Jones Wear and Nicole denim certainly fill this consumer void, with their "premium" identification and price points ranging from $44 to $50. And it caters to just what consumers want, according to the The NPD Group. According to NPD's market research, high-end goods are still desired, but only when they are offered at more moderate price points. Price is one of the most crucial elements in consumers' decision to purchase apparel. In fact, it ranks second on the list, just behind style, according to an NPD consumer survey.

Penney's new denim labels offer the best of both worlds to shoppers, according to Romero. Each of the lines offers the latest looks, plus a variety of fits and cuts, she said.

"They have a hip look to them that includes embellishments, pocket detail and stylish finishes," Romero said. "Tint comes in six different styles. Jones Wear and Tint are both low- to medium-rise and are offered in boot, flare, cropped and capri cuts."

The lines will be sold indetinitely in stores.