What: a new private label for the US department store who just exited bankruptcy

Why it is important: JCPenney is entering a new phase with its recent buyout and responds to new recent consumers’ needs with a new stylish and comfortable collection

The department store launches a private brand called Stylus, which mixes style with comfort to suit the new living habits of customers. The retailer insists that it is not an athleisure brand, but a “styleisure™ apparel line […] designed to comfortably elevate your everyday”. It reflects on how the consumers live today, mixing working from home and working from office, physical meeting with virtual gathering. It is a fashionable collection that offers also comfort thanks to ultra-soft fabrics. The affordable inclusive label ranges from XS to 3X, with pricing from USD 26 to USD 89.

With the new living habits (see IADS Exclusive article on the new consuming habits), accelerated by the pandemic, people want to spend time in casual, comfortable yet stylish clothing for the new hybrid lifestyles that are emerging: riding, biking, remote working … US rival Kohl’s recently launched a new casual private label and has opened several shop-in-shops dedicated to wellness, also following that trend.

All-New Styleisure™ Brand at JCPenney Promotes Equal Parts Style and Comfort [...]

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