Parallel to Bow at JCPenney
Los Angeles–based BCBGMaxAzria wants to give moderate retailer J.C. Penney Co. Inc. a fashion face-lift.
The contemporary designer label has inked an exclusive agreement with the Plano, Texas–based retailer to distribute its better women’s apparel label Parallel. The line will be available in 400 JCPenney stores nationwide and online beginning Aug. 15.
Parallel’s sophisticated, career-driven looks and fresh, modern styles for social and weekend wear are just what JCPenney has been looking for, according to JCPenney spokesman Tim Lyons.
With retail prices ranging from $22 to $88, the line features suits and directional separates including tailored jackets with matching pencil skirts; blouses that come in chiffon, cotton and jersey fabrications; twill trousers; and stretch-denim cargo pants.
Parallel is one of several contemporary labels now offered at JCPenney. Last year, the retailer signed an exclusive licensing agreement with Los Angeles label Bisou Bisou to produce and distribute contemporary fashions for women under the Bisou Bisou by Michele Bohbot label. Additionally, the company offers updated contemporary lines by Clio and house brand Mixit.
JCPenney, which saw its fiscal 2003 sales grow 1.1 percent to $32.3 billion, is looking to expand its contemporary offerings. The company will continue to seek new opportunities with brands that will lure customers to its stores, Lyons said.
“Contemporary is a growing category, and it hasn’t been done at price points that we offer,” he said. “But we know that our customer wants current fashion and there’s a market out there for this type of merchandise that has yet to be fully explored.”
BCBG Founder and Chief Executive Officer Max Azria acquired the women’s sportswear label in the mid-1990s. The company will continue to design and merchandise the line, as well as handle all aspects of sourcing and production.
“JCPenney offered us a perfect opportunity to deliver a line of directional, contemporary fashion to millions of women at prices they can afford,” Azria said in a press statement.
BCBG’s portfolio also includes junior contemporary line To The Max and French couturier Herveacute; Leacute;ger. The company operates 150 free-standing boutiques around the world. —Claudia Figueroa
