JCPenney Launches Wearables, New Bridal

Plano, T.X.--J.C. Penney is revamping its fine jewelry department.

The department store is branding its fine jewelry product with a new trademark that emphasizes the store’s long history, “JCPenney Co. Fine Jewelry, Est. 1902.”

The department store also has rolled out smartwatches from brands like Samsung, LG and Garmin in 245 stores nationwide.

Pam Mortensen, senior vice president of fine and fashion jewelry and watches, said in a press release: “Fine jewelry is an extremely personal purchase, boasting some of the most loyal customers in our store. By bringing the latest trends in smartwatch technology into our assortment, we have the chance to attract new customers and introduce them to other areas inside JCPenney.”

“Our research tells us that fine jewelry is one of the best opportunities for cross-shopping at J.C. Penney, as shoppers may initially come in for a smartwatch, and then discover a captivating mix of fashion, beauty, salon, shoes and accessories. As JCPenney focuses on driving sales and increasing revenue per customer, fine jewelry is a shining opportunity amid an ever-changing retail environment.”

The department store said that wearables would be presented in a format in which customers are encouraged to interact and play with them. The models stocked in store will range in price from $155 to $349.99, and additional models will be available online.

The department store is also revamping its bridal selection, both in terms of product and shopping experience.

Last spring it launched two new collections, Hallmark Bridal, designed with millennials in mind, and Enchanted by Disney, which abstractly channels the romance of Disney films.

Both collections are housed under the “Modern Bride” umbrella. Modern Bride was originally launched in 2011 as part of a partnership with Condé Nast. Its aim is to create an elevated in-store shopping experience for consumers.

J.C. Penney said it has updated its Modern Bride concept with graphics, fixtures and in-case presentations to achieve a clean, modern look that suits today’s bridal customer.

The company also said it has updated its training program for fine jewelry and watch salespeople.

Mortensen commented: “The wedding ring purchase is a gateway to the rest of the store and Modern Bride represents a significant opportunity to develop a life-long customer relationship as she gets married, buys a house and starts a family.

“She is a budget-conscious customer and comes to J.C. Penney for the value that we offer--without sacrificing design or quality.