JCPENNEY + C. RONSON

Exciting news: In Spring 2009 Charlotte Ronson’s line, I “Heart” Ronson will be available at JCPenney!

PLANO, Texas (Oct. 8, 2008) – J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of I ”Heart” Ronson, a complete women’s fashion sportswear line designed by Charlotte Ronson to be sold exclusively at JCPenney. The new collection, created for JCPenney’s trendy lifestyle customer, will debut in JCPenney stores, online at jcp.com, and via catalog for spring 2009.

An innovator in the fashion industry, Charlotte Ronson is known for her trendsetting style, making her a favorite designer among the fashion industry, celebrities and socialites. I ”Heart” Ronson, which takes its inspiration from today’s modern woman, combines Ronson’s signature feminine touch with a vintage aesthetic to create an effortlessly chic, downtown style.

“JCPenney is focused on bringing newness and excitement into our fashion assortment, by identifying the world’s best designers and partnering with them to create lines just for our customer, at a smart price. The addition of I ”Heart” Ronson is a stunning example of this initiative,” said Ken Hicks, president and chief merchandising officer of JCPenney. “Charlotte Ronson is one of today’s most innovative and adored new designers, and she has an exceptional vision of what our trendy customer wants. We are thrilled to be able to bring her unique style to JCPenney.”

Offering a fun, flirty, edgy and sophisticated look all in one, the I ”Heart” Ronson collection will allow customers to easily mix and match new pieces designed by Ronson with favorites in their own wardrobes to create their own signature looks. The collection will be showcased in JCPenney stores, with new fixtures designed like closets, allowing customers to “shop inside Charlotte Ronson’s closet.”

“I am delighted to create a new collection, I ”Heart” Ronson for JCPenney. I see this as a great opportunity to open up my sense of fashion and style to a much wider audience,” said Charlotte Ronson. “This is a tremendous opportunity to create a brand with appeal to a diverse customer base that I might not have been able to reach until now. I look forward to our launch with great anticipation.”

Targeted towards the 21-35 year-old woman, I ”Heart” Ronson will feature a complete sportswear line with tees, knit tops, blouses, sweaters, jeans, skirts, dresses and jackets. The collection will be offered at JCPenney’s better pricing tier with items ranging from $15.00 for layering tees and tanks to $26.00-$44.00 for tops, sweaters and jeans to $40.00-$65.00 for dresses and jackets. The new brand will be supported by print, direct mail, preprint, specialty catalog and Internet marketing. ” info via JCPenney.

It’s as if my dreams have been answered! NOW 2009 is a year to look forward to.

Cheers!

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