J.C. Penney will introduce its new private brand Peyton & Parker later this month in nearly 400 stores and on jcpenney.com. This new brand covers apparel, accessories and shoes for men, women and children as well as home decor.

Much of the men's and women's products will be exactly duplicated in smaller sizes for boys and girls. In other cases, there will be some variation in silhouette, colour or fabric, but a consistent look will be maintained. According to Sue Koger, J.C. Penney's vice president of product development and design for women's, parents are increasingly dressing their kids in me-too versions of what they wear, most often for Instagram family photo moments on special occasions. All the merchandise will be displayed together on one pad so the shoppers can create this coordinated look for themselves and their family, without having to shop throughout the store. Designed and developed by the retailer's team, Peyton & Parker will offer classic "mix-and-match" pieces in limited-edition capsule collections each season, so if the product sells out, it's gone until the next season.

Private brands and lines exclusive to the retailer represent roughly 50 percent of J.C. Penney's assortment.

press release on JC penney's peyton & parker line