Article Summary

JCPenney is launching a plus-size collection in partnership with model and entrepreneur Ashley Graham. The line, set to debut this fall, will be available both in stores and online and aims to redefine fashion inclusivity. Graham’s collection reflects her bold and confident style, aligning with JCPenney’s strategy to offer extended sizing across all private-label brands.

The retailer’s new marketing campaign, featuring slogans like “Yes, JCPenney”, seeks to reshape consumer perception and tap into Gen Z’s renewed interest in shopping malls. CEO Michelle Wlazlo emphasized that Graham’s authentic connection to JCPenney makes her the ideal partner to amplify the brand’s inclusivity message.

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Local Business Types for Broadcasters to Consider Contacting

  1. Independent Plus-Size Boutiques – These retailers can leverage broadcast promotions to highlight their unique offerings and differentiate themselves from larger chains.
  2. Personal Styling Services – Local stylists specializing in plus-size fashion can use radio and TV segments to showcase styling tips and build brand awareness.
  3. Fitness Studios with Inclusive Programs – Gyms and wellness centers promoting body-positive fitness can benefit from broadcast storytelling that emphasizes accessibility and empowerment.

Three Creative Campaign Ideas for Broadcasters to Consider

  1. “Confidence in Every Size” – A TV feature series showcasing plus-size fashion trends, styling tips, and local retailers embracing inclusivity.
  2. “Style for All” Giveaway – A radio-driven contest where listeners share their fashion journeys, with winners receiving styling sessions or gift cards to plus-size boutiques.
  3. “Retail Reinvention Spotlight” – A documentary-style TV campaign profiling businesses adapting to inclusive fashion trends, reinforcing their relevance in the evolving retail landscape.

Source Acknowledgment

This LBS Ad Intel summary is based on information from this article found on Fashion Dive.