JCPenney refreshes a.n.a. brand with focus on denim

David Salazar
Managing Editor
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JCPenney is breathing new life into its a.n.a private apparel brand. The company is overhauling the brand, which launched in 2006, to focus on denim with a size-inclusive selection based on customer research. With the refresh, JCPenney said it hopes to position a.n.a as a denim lifestyle brand for women. 

“With the reimagination of our a.n.a brand to be more denim focused and friendly, we will continue to establish ourselves as a destination for casual apparel and accessories,” said Michelle Wlazlo, JCPenney executive vice president and chief merchant. “We are confident this new selection will help customers find the elusive perfect pair of jeans, in just the right size and style preference.”

The products in the line were created by Plano, Texas-based JCPenney’s in-house product and design teams using real-time customer feedback to better meet needs. The collection now includes Honestly Good Jeans, which spans 15 fits in 80 washes across missy, petite, plus and tall categories. 

The a.n.a refresh is part of the Wlazlo’s focus on strengthening its private brand offering — particularly its most iconic brands — based on five lifestyles that JCPenney said resonate with shoppers and their needs: move, chill, all day, on point and shine.