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Smart Watches to Boost JCPenney Jewelry Sales

Department-store chain rebrands business unit ahead of holidays.
Oct 22, 2017 10:10 AM   By Rapaport News
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JCPenney has launched a selection of smart watches in its stores as part of a re-branding of its jewelry department.

Electronic timepieces from brands including Samsung and LG will appear at 245 stores and on its e-commerce platform ahead of the holiday season, the department-store chain said Thursday.

“Fine jewelry is one of the best opportunities for cross-shopping at JCPenney, as shoppers may initially come in for a smart watch, and then discover a captivating mix of fashion, beauty, salon, shoes and accessories,” said Pam Mortensen, the retailer’s senior vice president of fine and fashion jewelry and watches.

JCPenney has also introduced a new trademark, called JCPenney Co. Fine Jewelry, Est. 1902, reflecting its heritage, the company said. In addition, it has revamped its new wedding- and engagement-ring brand, Modern Bride, to improve shoppers’ buying experience. Products will now appear alongside “inspiring” graphics as part of more attractive in-store presentations.

Included in the new-look Modern Bride brand are two new collections: Hallmark Bridal, which the retailer bills as an “affordable” line for millennials, and Enchanted Disney Fine Jewelry, incorporating elements from the entertainment giant’s masterpieces.

“As JCPenney focuses on driving sales and increasing revenue per customer, fine jewelry is a shining opportunity amid an ever-changing retail environment,” Mortensen added.
Tags: Enchanted Disney Fine Jewelry, Hallmark Bridal, holiday seasons, J.C. Penney, jcpenney, modern bride, Pam Mortensen, Rapaport News, smartwatches
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