Boston, MA, 04/09/2014 (usastockreports) – J.C. Penney Company, Inc. (NYSE:JCP) and famous supermodel Elle Macpherson are coming together to launch a new lingerie brand. It is named as The Body and will be designed by Elle Macpherson. Along with the launch of the Elle Macpherson Intimates, the company is looking forward to enhance the performance of lingerie department by bringing certified bra-fit specialists on the platform. They are working to change the visual presentation and will also offer the wide variety of intimates from many other renowned brands. The latest brand included in the list is Ambrielle®.
The beauty of brand name
People are aware with the fact that Elle Macpherson is known as “The Body”. The same nickname is used for the new range of lingerie to be launched by J.C. Penney Company, Inc. (NYSE:JCP). It will also include the unique range of invisible t-shirt bras. All the products will be designed under the supervision of Macpherson and, therefore, are sure to feature the bets feminine product range.
The product availability
The entire product range will be available on the online store jcp.com. Also, the products will be available in the stores from April 11, 2014. They will be launched in 300 stores. The entire product range is expected to attract a lot more women as Elle Macpherson is known for her designs in the intimate apparel industry.
The focus comes back
The association with Elle Macpherson is considered as a positive step for the company. It will help the company to revitalize its intimate apparel segment. The company is making all the required steps to change the structure, graphics and fixtures of its other 600 stores. It had decided to bring back the bra specialists back. From last some time, Penney was continuously struggling in its lingerie sales. Now by implementing the new changes, J.C. Penney Company, Inc. (NYSE:JCP) expects to get back in competition and in fact is looking to reclaim its market share.