Alberta Ferretti for Macy’s, Marni for H&M, yada yada yada, we’ve seen our fair share of retailers bank on luxurious collaborations.
Instead of recycling the same idea with fashion designers, JC Penny took a slightly different route and made a deal with Sephora in 2006. Since then, customers have been able to get their clothes, accessories, and shoes with a dose of beauty in tons of Penny’s locations.
That was just the beginning.
A stylish little bird told us that JC Penny is re-vamping the game of marketing through a rather old-school approach.
And we’re not talking door-buster sales. Well, maybe a few.
This is something more complex, a signal that the age of corporations is over, and power is being given back to the people. Even the Obama administration is focusing on the fashion industry in order to bring manufacturing jobs back to the U.S.
Starting in spring, Penney’s is taking applications from vendors seeking to sell to the store. This tactic, combined with “fair and square” prices, is sure to set a standard. Instead of employing the age old marketing trick, and marking a product $29.99 to make it appear cheaper, Penny’s goods are priced evenly, like a top for $15 or a pair of jeans for $30.
Who will go local next?
Ross and TJ Maxx?
Sears and the Kardashians?
We can’t wait to see how the industry evolves.