Apparel Online Bangladesh Magazine October Issue 2018 | Page 66

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JCPenney launches its bohemian womenswear
brand, Artesia
on-trend looks at an incredible
value.”
Pushing the progress of their
women’s apparel business,
JCPenney launched the all-new
brand Artesia, a boho inspired
brand for women. Keeping the
perfect timeline as the Fall 2018
season, the brand offers a chic
collection in relaxed styles that
encapsulates easy silhouettes,
flowy fabrics and peasant-style tops
and dresses – all adding a modern
twist to the conventionally vintage
bohemian trend.
The collection has been made
exclusively available September
7 onwards across JCPenney’s
approximately 400 outlets and
e-commerce website jcpenney.
cpenneom. “We strategically
chose to bring Artesia into our
women’s assortment to fill a void
on our floor. The carefree and
eclectic aesthetic of the boho
trend appeals to many women and
the fit is flattering on countless
different shapes and sizes,” said
Jodie Johnson, Senior VP and Head
of Merchandising for JCPenney.
“With the introduction of Artesia,
our customers can embrace
the bohemian trend without
spending a fortune, reinforcing our
commitment to bring her elevated,
The first collection of the brand
champions the breezy, free-spirited
look, with an assortment of offerings
such as peasant blouses, crochet
cardigans and dusters and tiered
flounce tops complimented by
eye-catching details like lace,
flutter sleeves, tassels, and fringe.
The brand’s earthy tones and rich
paisley prints will be the main
attraction points along with their
cost-effectiveness as they are prized
for less than US $ 30. Customers
will be encouraged to pair these
garments with JCPenney’s a.n.a®
denim shop as Artesia would be
strategically placed alongside
the denim section in the women’s
section of their stores.
Debenhams announces rebranding of stores to
withstand retail transformation
The UK-based department store
chain, Debenhams, has recently
unveiled a new brand identity and
a series of store modernisations to
be called ‘Debenhams Redesigned’,
launching this year in autumn,
along with a new logo that has
come in nearly after 20 years for
the British brand. Notably, the
new branding of the company
will be initially launched online
and later in selected locations
such as Reading, Cambridge,
Leicester, and Sheffield, where
the transformation has been
going on for months, targeting to
include parts of its award-winning
Stevenage store across its estate.
Sergio Bucher, CEO, Debenhams
emphasised that the reinvention
strategy by the company is a step
towards enhancing the shopping
experience of its customers. “We
have already made a significant
improvement in our outlets and
are constantly trying to better
our offerings and want to show
the world that we are changing,
to increase the footfall in our
stores,” Sergio added. The
rebrand move has come amidst
the cost-cutting measures the
British retailer is taking to tackle
the continuous decline of sales at
the stores.
Earlier this year, the company
announced to shutter 10 of its
exclusive stores after witnessing
a decline in sales. While last
month, it started redundancy
talks with hundreds of its
employees, in a process that is
expected to result in about 90
of them losing their respective
jobs across its fashion and home
departments. Reportedly, the
66 Apparel Online Bangladesh | October 2018 | www.apparelresources.com
revenues for this year are expected
to go down from £ 50.3 million to
between £ 35 and £ 40 million, and
to counter this scenario, the store
cut down over 300 management
roles at the start of this year.