J.C. Penney Relaunches Ana Brand with Emphasis on Denim
J.C. Penney is trying to change its image in a time when more and more clothes shoppers are buying from Amazon.
The bid for relevance is taking the form of a revamped, relaunched private label brand called Ana. The revamped line will include softer fabrics for its jeans, extended sizes, and pastel accessories. Women’s apparel is a huge part of J.C. Penney’s business, a category it can’t afford to mess up.
“We have been spending a lot of time with customers,” said Michelle Wlazlo, executive vice president and chief merchant. “One thing that came out loud and clear was … they didn’t look at us as a place to buy casual.