J. C. Penney Company, Inc. : JCPENNEY ADDS FRESH FASHION THIS SPRING WITH LAUNCH OF JOE FRESH SHOPS AND NEW DESIGNER

  J. C. Penney Company, Inc. : JCPENNEY ADDS FRESH FASHION THIS SPRING WITH
            LAUNCH OF JOE FRESH SHOPS AND NEW DESIGNER ATTRACTIONS

                                      
Pearl by Georgina Chapman of Marchesa, L'Amour Nanette Lepore andWilliam Rast
              offer even more irresistible style at great prices

                                      

PLANO, Texas (Feb. 21, 2013) - jcpenney [NYSE: JCP] has teamed up with some of
the world's leading designers and brands to bring their styles to more
Americans at an affordable price. In addition to the highly anticipated debut
of Joe Fresh^TMin nearly 700 stores, Pearl by Georgina Chapman of
Marchesa^TM, L'Amour Nanette Lepore^TM, William Rast^®, LULU by Lulu
Guinness^TMand Duro Olowu for jcp^TMwill join a growing portfolio of leading
brands in stores across the country and jcp.com this spring. The new fashion
lineup at jcp will be showcased in the spring marketing campaign that will
launch during the Academy Awards on Feb. 24 as part of the company's 12^th
consecutive year as the exclusive retail sponsor. 

"We want to become famous for irresistible style at incredible value every
day," said Ron Johnson, chief executive officer of jcpenney. "By introducing
these exciting brands at truly affordable prices, we are making it easier for
customers to look and live better every day."

JOE FRESH
Joe Fresh, Canada's favorite apparel brand known for its classic style with a
twist, will soon be available in more locations across the U.S. Beginning
March 15, the colorful spring collection of modern basics for women will be
presented in 750- to 2,500-square-foot shops in nearly 700 jcp stores. All of
the apparel and accessories will also be available on jcp.com for under $70,
making it easy to mix, match and infuse the bright, high-quality pieces into
any wardrobe.

"Building Joe Fresh shops inside jcp is a significant milestone because it
makes us truly national, and now customers can buy Joe Fresh products online
exclusively at jcp.com," said Joe Mimran, creative director of Joe Fresh. "The
ability to broaden our reach reinforces the Joe Fresh brand promise, which is
rooted in the belief that everyone deserves fresh style at fresh prices."

PEARL BY GEORGINA CHAPMAN OF MARCHESA
The highly coveted red carpet designer Georgina Chapman is bringing her design
sensibility to jcp with the launch of Pearl by Georgina Chapman of Marchesa.
The new collection, named after her daughter, captures the glamorous and
elegant style of the designer and co-founder of Marchesa. Created for holiday
parties, black-tie events, summer soirees and prom, the collection of gowns,
cocktail dresses and cocktail pant and short sets feature sumptuous fabrics
and surprising details offered at affordable prices ranging from $50 to $250.
Pearl will be available in more than 500 stores on March 1, and the collection
will be presented with stunning fixturing, including an elegant statement
chandelier.

L'AMOUR NANETTE LEPORE
Known for her bold colors, evocative prints and feminine silhouettes, Nanette
Lepore's designs are adored by style makers and celebrities alike. Now she's
putting a fun, youthful twist on her signature style with her first juniors
line available exclusively at jcp - and all for under $50. L'Amour Nanette
Lepore offers easy to mix and wear dresses, denim, pants, skirts, tops and
sportswear jackets that pop with vibrant and unexpected colors, patterns and
fabrics. The young contemporary assortment is available in nearly 700 stores
in a dedicated space adorned with a whimsical blue frame consistent with the
fun, retro look of the collection.

WILLIAM RAST
Founded by Justin Timberlake and childhood friend Trace Ayala, William Rast
has been offering iconic and edgy clothing since 2005 - and it's now available
exclusively for fashion forward men at more than 500 jcp stores and jcp.com.
William Rast combines the heritage of American denim culture and biker
attitude with a touch of old Hollywood, creating the brand's unique
romanticized rebel. It features an array of denim styles and premium washes as
well as innovative fabrics, fits, textures and techniques. The collection also
includes jackets, shirts, shorts and accessories - including wallets, belts,
bags, hats and leather bracelets - all boasting quality attributes like finer
yarns and genuine leather ranging in price from $12 to $250.

BOUTIQUE COLLECTIONS FROM GLOBAL DESIGNERS
After a successful holiday debut, British designer Lulu Guinness is bringing
her colorful, cheeky style back to jcp this spring - and in a much bigger way.
On Feb. 22, customers will find LULU by Lulu Guinness handbags and fashion
accessories in more than 500 stores. The pieces are fun, flirty and available
for $20 to $60.

Nigerian-born, London-based designer Duro Olowu is a celebrated print master
who will be showcasing a multitude of patterns, hues and textures in a
collection available at jcp for a limited time. Launching March 1, Duro Olowu
for jcp is inspired by American classics with global flair and consists of
more than 70 pieces in apparel, home and accessories, all of which retail for
under $100.

These new additions are only the start of the exciting changes to come at
jcpenney this spring. Over the next few months, customers will begin to see an
entirely new transformation in Home that includes products from leading
designers and experts such as Martha Stewart, Michael Graves, Jonathan Adler,
Sir Terrance Conran and more.

For images and additional media assets, please see the multimedia news
release.

jcpenney media relations
Ann Marie Bishop and Sarah Holland
972-431-3400
jcpcorpcomm@jcpenney.com

about jcpenney
More than a century ago, James Cash Penney founded his company on the
principle of the Golden Rule: treat others the way you'd like to be treated -
Fair and Square. His legacy continues to this day, as J. C. Penney Company,
Inc. (NYSE: JCP) boldly transforms the retail experience across 1,100 stores
and jcp.com to become America's favorite store. Focused on making the customer
experience better every day, jcpenney is dreaming up new ways to make
customers love shopping again. On every visit, customers will discover great
prices every day in a unique Shops environment that features exceptionally
curated merchandise, a dynamic presentation and unmatched customer service.
For more information, visit us at jcp.com.

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