JCPenney launches social media-friendly family lifestyle brand Peyton and Parker

By

Robin Driver

Published
Oct 2, 2018

Department store chain JCPenney has announced the upcoming launch of Peyton and Parker, a new Instagram-inspired cross-category private label, aiming to help “socially connected moms” clothe their families and decorate their homes.

 
The brand’s products will be made available seasonally through limited-edition capsule collections, the first of which will be released in October and feature coordinating family apparel, footwear and accessories, as well as home décor.
 
This introductory holiday capsule will center on plaids, buffalo checks, rose-gold sequins, glitter, navy stripes, cable knits and denim.

According to JCPenney, the label aims to offer curated collections that will allow customers to create “Instagram moments” with their families, yet again underlining the importance of the platform and other social media channels in changing consumer behaviors – and not just in terms of marketing.
 
“Peyton and Parker is the Company's first cross-divisional private brand in many years and was created by our incredibly talented product development and design team who saw a void in our assortment for a family lifestyle brand,” said Val Harris, senior vice president of product development and design for JCPenney, in a release.
 
“The holidays are a critical shopping period and by introducing new brands, such as Peyton and Parker, we will drive traffic and invite new and loyal customers to discover what JCPenney has to offer this season,” she added.
 
The brand’s launch will be promoted with an influencer campaign, as well as through JCPenny’s social, e-mail and digital marketing channels.
 
Peyton and Parker’s holiday collection will be available in almost 400 JCPenney stores around the US, as well as on the retailer’s e-commerce platform from October 19th. JCPenney Rewards members will also be able to see a sneak peek of the collection on the JCPenney website from October 16th to 17th, when they can use a coupon to get 50% off on a one-time purchase.
 
Prices for apparel and accessories in the debut capsule range from $8.40 for a glitter crown headband to $35 for a men’s puffer vest, while home items start at $11.