JCPenny’s Peyton and Parker

JCPenney has announced it will launch a private label at the end of October inspired by and dedicated to picturesque Instagram moments.

Peyton and Parker, as it’s called, is specifically targeted at women who take on the responsibility of dressing not only themselves, but also their families and their home, according to the retailer.

“We were inspired to create a line that made it easy for mom to dress her family and decorate her home, creating a picture-perfect moment for all of her social media channels,” says Val Harris, senior vice president of product development and design for JCPenney.

She adds: “The holidays are a critical shopping period and by introducing new brands, such as Peyton and Parker, we will drive traffic and invite new and loyal customers to discover what JCPenney has to offer this season.”

Fittingly, the company will launch a social media campaign on Instagram featuring “savvy mom influencers” to promote the launch of the label. Given the struggles JCPenney has been facing, the hope, inevitably, is that customers will similarly share their own looks back through the same channel.


JCPennyThe merchandise will be released in limited-edition capsule collections available seasonally, with the first set for October 19 for the holiday period. The collection will focus on matching apparel, accessories, shoes, as well as home items.

Prices will be in-line with the retailer’s budget-friendly merchandising approach, with a $30 price tag for a women’s top and $11 for a cable-knit stocking.

This move comes as Instagram is becoming an ever more important distribution channel for the fashion industry, recently expanding its focus to include more vendor-friendly outlets with a dedicated shopping “Discover” channel and shopping tags in its Stories.

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