JC Penney has tied up with ultra trendy designers – Chip & Pepper to bring out a new line of back to school denim range. This new range is expected to be retailed with a maximum price tag of USD 34.99/- against the existing prices of Chip & Pepper , which are in the range of USD 200 and above.
This move of JC Penney is expected to reduce the difference between ‘Mass’ and ‘Class’ in Denimwear.Also, it signals that the designer brands are looking to enter lower segments of the market and to increase their turnovers. On the other hand, JC Penny is seeking to get some of the upmarket cache of Chip & Pepper and do better.
However, the trend has not yet caught up and other niche denim brands have not emulated the move.