Q&A: JCPenney's Michelle Wlazlo On Private Label, Future Growth
It’s been a rebound year for JCPenney as the department store retailer has invested time and resources overhauling its product assortment, which includes the debut of several private label and exclusive collections.
The most recent is the Abbott Elementary apparel collection inspired by the popular television series. Volume 1 of the assortment features 50 pieces with nearly all items priced at less than $100 and more than half of the collection priced at less than $50.
The limited-time assortment includes colorful, patterned and neutral sweaters, jackets, dresses, knitted tops and woven shirts for men and women in inclusive sizes. Items in the line are available online and in select stores.
Additionally, the retailer unveiled a plan to reinvest more than $1 billion into the company. The initiative calls for JCPenney to spend the funds to enhance its digital capabilities, in-store physical and technology upgrades and merchandising operations. The retailer also detailed its new customer strategy and brand proposition “Make it Count,” which will include expanded adaptive private label apparel options for those with disabilities.
With development of private label collections a key pillar in JCPenney’s plans moving forward, Michelle Wlazlo, the retailer’s chief merchandising officer, spoke with Store Brands about the department store’s efforts to boost its own brand product collections.
STORE BRANDS: There has been a lot of product development activity at JCPenney with new private label collections. What is driving this effort?
MICHELLE WLAZLO: JCPenney has long been at the forefront of private brand development. It’s a continual effort – we never want to remain stagnant. We have focused on refining our brands and are pleased at where we are today. Above all, our goal is to provide our customers with a wide assortment of affordable, inclusive brands through both our private and beloved national brand partners.
SB: What steps does JCPenney take to market and educate its shoppers about the key features of its private label products?
MW: We are particularly proud of the quality of our private brands and how that shows through our consistent five-star reviews. We pay close attention to these reviews and take every effort to educate our associates and customers about the quality of and story behind each product. When customers are shopping online, we focus on calling attention to specific features of products and descriptions to make sure that quality story really shines through.
SB: When developing private label collections, what is the mindset of JCPenney’s design teams as it works to develop products that are something more than me-too items?
MW: Everything we do is for our customers. We review our assortment constantly and if there is something that our customers want, we make every effort to bring it to them. Our design team also takes great care to ensure the aesthetic of each private brand stays true to its DNA, even as they evolve. For example, Liz Claiborne has a very strong design aesthetic, as well as other brands like a.n.a and St. John’s Bay. We make sure to stay true to the roots of these brands while making updates to keep up with our customers’ wants and needs.
SB: How has development of proprietary product collections allowed JCPenney to reconnect with customers that may have not shopped the retailer in recent years due to some of the challenges the company faced?
MW: We are focused on serving working families across America. Over the last few years, we have been deliberate about reconnecting to our customers and responding to their feedback. We’re confident in that approach because we see our focus and reinvestments working. Since 2020, we’ve introduced or relaunched more than 25 private apparel and home brands. We’ve seen that these brands and products really connect with our customers – not only are they highly rated and reviewed, but are affordable for customers who don’t want to make the choice between quality and affordability.
SB: How are these new collections helping to attract a new generation of consumers that may not have been JCPenney shoppers in the past?
MW: Strategic partnerships are an important aspect of how we will continue to surprise and delight our customers. It’s truly important to us to partner with those who also love and believe in JCPenney and our customers. While we are thrilled to be seeing new customers shop at JCPenney, it’s important for us to keep both new and existing customers in mind. Our ultimate aim is to deliver them outstanding selection, unmatched product quality, amazing value and compelling experiences.
SB: With the new Abbott Elementary line, what was the motivation beyond developing a line of products marketed toward teachers?
MW: JCPenney has always stood with our communities and teachers are some of the biggest role models who are not only helping their students every day, but also building up their own communities every day. This collaboration with “Abbott Elementary” was inspired by and celebrates our commitment to these special role models. We designed this collection listening to what our teachers needed for both in and out of the classroom, but it’s really for anyone looking for everyday professional yet casual styling. The versatile silhouettes are quality easy-wear, easy-care items that can be seamlessly mixed-and-matched all at a value. This collection will allow everyone to take on their day with confidence and make every day and dollar count.
SB: Will there be other lines developed for a specific customer group?
MW: I can’t say if we are or will develop other lines for other communities, but I can say our priority is looking for new ways to better serve our customers and giving them the attention, value, quality, choice and experience they deserve.
SB: Will we see continued growth of private label products across the store?
MW: JCPenney has been around for more than 120 years and has always been a leader in private brands – many that we carry have been with us for decades. We’ll continue to evaluate and evolve those brands and ensure they deliver on what our customers have told us what matters to them: belonging. They want fashion that fits them right and they feel right in, and a shopping environment where they feel at home.
SB: What has been the response from customers to the new initiatives JCP has launched recently?
MW: Over the past 12 months, JCPenney has made significant progress on the business to better serve diverse, working families, and we know it’s working. We’ve seen an increase of more than 5% in customer shopping frequency and are gaining market share in key categories, including men’s and women’s apparel. We are also extremely proud of the launch of JCPenney Beauty, which completed its launch in May and has been rolling out a one-of-a-kind inclusive shopping experience for every JCPenney shopper in more than 600 doors across the country and online. The customer feedback has been great and is absolutely a bright spot for us.
SB: You have been with JCP since 2019. How has the company evolved over that time?
MW: Beyond all of the incredible efforts by the team, we have really evolved our portfolio of private brands, launching multiple inclusive and adaptive brands across apparel and beauty and introducing impactful partnerships, including the collaborations with designer Prabal Gurung this spring and stylist Jason Bolden last month. We also announced our multi-year self-funded reinvestment plan in August, which included significant enhancements in our digital capabilities, upgraded merchandising tools and operations and refreshed in-store to give our customers a seamless and rewarding shopping experience they want and deserve.