J. C. Penney builds teen brands.

J. C. Penney Company, Inc. announced the launch of private brand Decree in Juniors as well as exclusive brand American Living and national brand Whitetag in Young Men’s. Today’s brand launches are an integral part of the Company’s strong assortment aimed at teens which also includes a new lifestyle merchandising initiative in its Juniors department and an enhanced store environment.

“Teens have always been a cornerstone of our business, and they are emerging as today’s key influencers of purchase decisions made by their family,” said Ken Hicks, president and chief merchandising officer for JCPenney. “Given the increasing importance of this segment, we’re building on our strong relationship with teens by delivering a complete array of relevant lifestyle offerings and brands that are as diverse as the Juniors and Young Men’s customers that we serve. JCPenney is the only destination where teens can find such a powerful range of offerings – from apparel, footwear, and accessories to beauty with our Sephora inside JCPenney concept — that enables them to create their own individual style at a smart price.”