J. C. Penney Company, Inc. : jcpenney Goes Back to School in Style with Joe Fresh kids and Exclusive Designs and Attractions

 J. C. Penney Company, Inc. : jcpenney Goes Back to School in Style with Joe
               Fresh kids and Exclusive Designs and Attractions

Stores offer free customization kits to personalize new shoes and backpacks to


PLANO, TX (July 18, 2013) - jcpenney [NYSE: JCP] is helping parents and kids
start the school year in style with the launch of fresh fashion from Joe Fresh
kids^TM. Combined with the best assortment of private, national and exclusive
brands and attractions, parents can shop with confidence knowing they have
made the most of their back-to-school budget by outfitting their kids in
stylish, quality apparel at a great value.

"We've completely revitalized our entire kids department, from making sizes
easier to find to improving the quality, fit and styling of our merchandise,"
said Betsy Schumacher, senior vice president and general merchandise manager
for children's at jcpenney. "The addition of Joe Fresh kids is just the start
of an inspiring new shopping experience at jcp, which features some of the
most respected name brands in apparel, shoes and accessories that will make
any kid feel excited about going back to school."

The bright, versatile collection from Joe Fresh kids, Canada's top kids brand,
is now available in the U.S. exclusively at jcpenney. With prices ranging from
an $8 tee to a $39 trench coat, Joe Fresh kids incorporates the latest fashion
trends into an exciting and affordable collection of high-quality clothing,
shoes and accessories that rivals the style and quality found in children's
specialty stores. Joe Fresh kids is available for boys and girls in sizes 4 -
14 as well as baby and toddler. The brand is uniquely merchandised utilizing
special fixtures, accent lighting and bold graphics to create distinct
shopping environments in nearly 700 stores across the country. Customers can
also shop Joe Fresh kids online at jcp.com.

"After launching Joe Fresh in jcpenney stores last March, we are excited to
expand this partnership and bring our fresh style at fresh prices to kids
across America," said Joe Mimran, creative director of Joe Fresh.

Capitalizing on the personalization trend popular among kids and teens,
jcpenney will be offering a free customization kit for every pair of shoes or
backpack purchase starting Aug. 1, while supplies last. Choosing from one of
three design kits, each package will include a variety of craft materials to
doodle, embellish and stylize their new goods. Kids are encouraged to take
photos of their personalized creations and post the images to Instagram or
Twitter using the hashtag #MakeItYours. jcpenney will also post fun video
clips to Vine, giving viewers ideas and tips for creating their own personal

Girls shopping jcpenney will find a completely revamped Total Girl^®
collection focused on fashion. She will have fun combining trendy layering
pieces with jeans, printed dresses and graphic tees for a new look every day.
Also updated with all new styles, fits and washes, The Original Arizona Jean
Co.^® now offers a variety of skinny, jegging and bootcut denim. In stores,
girls will find an extended assortment of plus and slim sizes available in
Arizona and Total Girl with even more sizes, fits and finishes available on
jcp.com. Moms and daughters shopping for back-to-school will also discover new
attractions featuring exclusive designs made just for jcpenney. From lines
that feature beloved characters such as Disney's Minnie Mouseto the
world-renowned designer of Dreampop^® by Cynthia Rowley, jcpenney offers girls
everything they need to look and feel their best.

New for boys this season, jcpenney now offers a full collection of Levi's^®
tees and button-up shirts to go with that ultimate pair of Levi's jeans. Boys
will have even more denim and pant options to choose from with an expanded
selection of husky sizes in Arizona and Xersion^TMactive wear along with
additional extended sizes and styles on jcp.com. Plus, jcpenney has expanded
its selection of Nike^® apparel to include graphic tees, athletic shorts and
shoes so parents do not have to shop elsewhere for top performance gear needed
for gym or afterschool sports.

Back-to-school fashion is all about wearing the latest styles. Girls shopping
in juniors will find on-trend colors and patterns, quality fabrics and great
fits for tremendous value in Arizona denim. Along with favorites like
Olsenboye^®, created by designers Mary-Kate Olsen and Ashley Olsen, Decree^®
and by & by, fashionistas will also enjoy shopping L'Amour Nanette Lepore^TM,
available exclusively at jcpenney. This chic, feminine collection by runway
designer Nanette Lepore offers cool-girl pieces such as babydoll dresses,
printed jeggings and bright, versatile tops and jackets that will be sure to
top her shopping list. Young guys into action sports will find an impressive
collection of screen tees and other cool threads from Vans^®, DC^®, Dickies^®
and Zoo York^®. With top fashion brands that won't break the bank, teens will
feel confident and stylish on their first day of school.

After stocking up on their new tees and jeans, guys and girls will be sure to
find the perfect pair of sneakers for the first day of school. jcpenney
carries the top shoe brands in the hottest colors from Nike, Converse^®,
Skechers^®, Vans and more. Whether the activity is running, playing sports,
skateboarding or just walking to class, kids will find the coolest kicks for
the new school year at jcpenney.

Shopping online for back-to-school essentials has just gotten easier. With
dedicated landing pages and online shops for key brands like Arizona, Levi's
and Total Girl on jcp.com, finding the perfect style and fit is just a few
mouse clicks away. The informative new denim guide launching on jcp.com
enables moms to find the perfect pair of jeans for their hard-to-fit kids. And
for parents seeking a selection of comfortable, yet durable school uniforms,
they can go directly to jcp.com/schooluniforms to shop a wider assortment of
colors, styles and extended sizes from IZOD^® and French Toast^®.

jcpenney is a one-stop shopping destination for kids going back to school.
While parents shop for new school wardrobes, kids can take advantage of $10
haircuts and $25 eyeglasses to complete their new look. Throughout the month
of August, kids ages 12 and under can receive a $10 haircut at all jcp salons,
while kids 16 and under can get new eyeglasses for only $25 at all optical

Each month, jcpenney invites customers to round up their purchases to the
nearest dollar and donate the difference to a meaningful cause through its
charitable giving program, jcp cares. This back-to-school season, donations
benefit youth organizations and education programs with the Boys and Girls
Club of America in July, Adopt-A-Classroom in August and DoSomething.org in

For the complete multimedia news release, including images and b-roll footage,
please visit jcpnewsroom.com.

jcpenney Media Relations
972-431-3400 orjcpnews@jcp.com

About jcpenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel
and home furnishingretailers, isdedicated to becoming America's preferred
retail destination for unmatched style, quality and value. Across 1,100 stores
and at jcp.com, customers will discover an inspiring shopping environment that
features the most sought after collection of private, national and exclusive
brands and attractions. For more information, please visit jcp.com.



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Source: J. C. Penney Company, Inc. via Thomson Reuters ONE
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