What: The retailer has joined forces with Juicy Couture and launched the exclusive athleisure brand expansion “Juicy by Juicy Couture”.

Why is it important: By collaborating with the brand that pioneered the athleisure trend, J.C. Penney is hoping to improve its appeal to younger consumers.

The centrepiece of this first womenswear collection is a new spin on the brand’s iconic tracksuit, supplemented by joggers, leggings, cropped sweatshirts and hoodies in bold colours.

Moreover, Juicy by Juicy Couture will also be launching kids wear, shoes, sleepwear, watches, accessories and homeware collections before the end of this year.

J.C. Penney partners with Juicy Couture on new brand expansion