Seeking to attract a younger, digitally inclined tween generation, J.C. Penney is launching Obsess, a private fashion brand with "rotating capsules" inspired by influential young women promoting a positive body image. In its announcement, Penney's said the first Obsess collection will be a collaboration with Olympic Gold Medalist gymnast Laurie Hernandez and include trendy tops, rompers, dresses and jeans for all body types. Obsess will launch at jcpenney.com and be available in 500 Penney's stores beginning March 2. "Obsess is a very unique brand that allows J.C. Penney to reach a generation of girls who move rapidly from one fashion trend to another, as they discover new style inspiration through daily social media feeds," said James Starke, Penney's senior vice president of merchandising. "By working with inspiring young women like Laurie Hernandez for unique capsule collections under the Obsess brand, J.C. Penney is able to offer tween girls the fresh styles they crave. As we focus on driving business to J.C. Penney, we have an opportunity with Obsess to attract an entirely new, and often elusive, Generation Z customer. Gen Z holds $44 billion in buying power and is on track to become the largest consumer segment over the next few years, representing significant sales growth potential."

press release