How JCPenney plans to take "fashion inclusivity" to next level
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JCPenney is taking aim at fashion's size gap by partnering with model and entrepreneur Ashley Graham to launch a new plus-size clothing line.
Why it matters: The collaboration focuses on full-figured women and builds on the Texas-based retailer's "fashion for all" philosophy, JCPenney CEO Michelle Wlazlo told Axios.
- 68% of American women wear a size 14 or above, yet less than 20% of apparel is made in those sizes, according to the retailer.
- The average U.S. woman wears a size 16 or 18, according a 2016 study still considered the industry benchmark.
Ashley Graham for JCPenney to debut in fall
The big picture: Graham's exclusive namesake collection is set to be released at JCPenney this fall. It will be sold in stores and online.
- The line promises trend-forward, high-quality pieces for curvier bodies — at affordable prices.
- "It'll be a range of prices and a range of products … but none of the prices will go outside of the realm of the value proposition that we've always had at JCPenney," Wlazlo said.
Flashback: JCPenney and retail store operator Sparc announced in January they were merging to form a U.S. retailing behemoth Catalyst Brands.
- Earlier this month, JCPenney unveiled new brand positioning and motto— "Yes, JCPenney!"
JCPenney redefining plus category
Zoom in: JCPenney offers extended sizes across its private labels as part of its commitment to inclusivity. But, Wlazlo said, this is a move to "redefine the plus category with fashion-forward, runway-inspired looks."
- "It's a bold approach for this customer and it's only for them, which is most of America by the way," she said.
- "We're really flipping the switch on this because while we offer everything for our customers in all sizes, the majority of offerings out there don't," Wlazlo said.
- "This isn't just a partnership — it's the culmination of our shared history and a meaningful step forward in making real, affordable fashion truly inclusive," Graham said in a statement.
JCPenney on value and tariffs
State of play: JCPenney is working to make sure "value stays at the forefront of everything we're doing regardless of tariffs," Wlazlo told Axios.
- "We will adjust as needed to mitigate any pressures there," she said. "We have a diversified portfolio and we have a diversified country base."
- "I feel very confident that we're making decisions that protect our customers and the value proposition that you're used to seeing from us, the quality and the fashion," Wlazlo said.
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