I mentioned this story on Saturday in my weekly web round-up, but news this big deserves it's own post: Marchesa is teaming up with JCP to create Pearl by Georgina Chapman, a collection of affordable special-occasion dresses. The line will launch with prom dresses, plus other options ranging from "garden party" to "holiday party," according to WWD. Expect to see monthly 15-piece installments thereafter, ranging in price from $70 to $100. On the low end, WWD says you might see a $50 lace shell, while a long organza gown will cost $250. Pearl will be housed in its own store within a store at JCP come March 1, 2013.
As excited as I am for this, I realized I might be in the minority when I exclaimed to my party guests while watching the Oscars last night, "OMG did you hear?! Marchesa is doing a line for JCPenney! JCPENNEY!" I was met with blank stares. So while I personally will be checking this out, I can't help but wonder how much money JCPenney is spending on such a big name collab and whether or not this sort of investment will actually benefit them in the grand scheme of things. I mean, at least the prices are right, so even if JCP shoppers don't come flocking for the name, hopefully they'll be impressed by the clothes. So long as JCP's doors remain open, I can not WAIT to see more!
UPDATE 2/26/13: Pearl by Georgina Chapman has launched early at jcp.com. Shop the collection now!
My local JCP will be getting a Joe Fresh shop soon so I'm excited to see that. And so far, I think I'm going to like the new "store within a store" concept they're rolling out. A department store can be too huge and intimidating to tackle, so having clearly defined sections for different lines is a step in the right direction, IMHO.
Two words: Public Relations.
JCP could improve communication. For example, I just discovered Pearl has launched - EARLY!
http://www.jcpenney.com/dotcom/jsp/browse/category.jsp?id=cat1002300040
It would be great to get a heads up on things like this from JCPenney since it's EXACTLY what I cover Target and Kohl's are much better at communicating with their audience.
Which is sad, because JCP is trying to get younger people to shop there will all of these collabs, but it's not getting through. They need to definitely need to work on trying to reach their audience.