JCPenney, America’s largest department store chain retailer, is launching an exclusive tween collection – Obsess. This new line of clothing features rotating capsules inspired by young and strong women who are promoting the cause of a positive body image.
The brand will launch its first collection in collaboration with the highly influential Olympic gold medallist Laurie Hernandez, who will showcase chic rompers, dresses, jeans, curated specifically to grace all body types.
James Starke, Senior Vice President of Merchandising for JCPenney, describes Obsess as a unique brand that allows the retailer to reach Gen Z girls who are quick to follow and get inspired by the newest trends that appear on social media.
The introductory Obsess capsule collection accentuates Hernandez’s bubbly personality. A few of her favourites include the teal bomber jacket with floral embroidered sleeves. Other trends followed by this season’s launch are the jorts (aka jean shorts), peplum tops and cold shoulders.
The collection is the first under the larger Obsess brand, which was highly influenced by the voice and style of Gen Z. The fresh line has an opportunity to attract an entirely new, and often an elusive range of customers.
Notably, Gen Z holds US $ 44 billion in buying power and is on point to becoming the largest consumer segment over the coming years. This reflects a gigantic growth of fashion business in the future.
Meanwhile, shoppers can look forward to a distinct back-to-school style with aesthetically pleasing themes in this latest JCPenney collection.
Obsess is available in sizes 7 to 20, including plus range. Its sale prices go from US $ 21.99 for an embroidered ruffled top to US $ 34.99 for a floral dress. The line will launch at its online forum, JCPenney.com, on February 26 and on March 2 at 500 JCPenney stores.
