How JCPenney plans to take "fashion inclusivity" to next level
Why it matters: The collaboration focuses on full-figured women and builds on the Texas-based retailer's "fashion for all" philosophy, JCPenney CEO Michelle Wlazlo told Axios.
68% of American women wear a size 14 or above, yet less than 20% of apparel is made in those sizes, according to the retailer.
The average U.S. woman wears a size 16 or 18, according a 2016 study still considered the industry benchmark.
Ashley Graham for JCPenney to debut in fall
The big picture: Graham's exclusive namesake collection is set to be released at JCPenney this fall. It will be sold in stores and online.
The line promises trend-forward, high-quality pieces for curvier bodies — at affordable prices.
"It'll be a range of prices and a range of products … but none of the prices will go outside of the realm of the value proposition that we've always had at JCPenney," Wlazlo said.
Flashback: JCPenney and retail store operator Sparc announced in January they were merging to form a U.S. retailing behemoth Catalyst Brands.
Earlier this month, JCPenney unveiled new brand positioning and motto— "Yes, JCPenney!"
JCPenney redefining plus category
Zoom in: JCPenney offers extended sizes across its private labels as part of its commitment to inclusivity. But, Wlazlo said, this is a move to "redefine the plus category with fashion-forward, runway-inspired looks."
"It's a bold approach for this customer and it's only for them, which is most of America by the way," she said.
"We're really flipping the switch on this because while we offer everything for our customers in all sizes, the majority of offerings out there don't," Wlazlo said.
"This isn't just a partnership — it's the culmination of our shared history and a meaningful step forward in making real, affordable fashion truly inclusive," Graham said in a statement.
JCPenney on value and tariffs
State of play: JCPenney is working to make sure "value stays at the forefront of everything we're doing regardless of tariffs," Wlazlo told Axios.
"We will adjust as needed to mitigate any pressures there," she said. "We have a diversified portfolio and we have a diversified country base."
"I feel very confident that we're making decisions that protect our customers and the value proposition that you're used to seeing from us, the quality and the fashion," Wlazlo said.
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