Earlier this week, chairman and CEO Myron "Mike" Ullman said he wanted JC Penney to be the first choice of American families shopping for style.
The fall women's preview, held at New York's Industria Studios, echoed this sentiment. Organized by trend, the company put its faith in four areas – "Belle du Jour" classic French-influenced chic, "Vintage" looks, "Nocturnal" bling-y sportswear for going out, and "Uniformity" which takes the military looks from the runway and makes them mainstream.
With brands like Worthington, Allen B. I Heart Ronson, and Nicole by Nicole Miller filling out these groupings some ensembles can be had for less than $100. The company also had representation from Liz Claiborne, which will be an exclusive brand at JC Penney starting in the fall and Bisou Bisou by Michele Bohbot, which is celebrating its 20th anniversary.
"I'm very proud of myself personally by growing for eight years with JC Penney," Bohbot told StyleList. "It has been a marvelous journey, a big learning experience, and a great partnership."
In honor of her anniversary, Bisou Bisou's fall collection draws inspiration from its archives. "I brought back the ottoman fabric we were known for, and fabrics like cotton/Lycra and dark denim. We have a lot of T-shirts with ruching and exaggerated shoulders. I love the bomber jacket with a ruffle and studs – I think it's feminine with a strong shape."
Check out what other mass retailer recently showed its Fall 2010 collection.