J.C. Penney has had a rough couple of years, but it may be getting a reprieve with its latest news. The department store is taking on a new partnership with the Lifetime reality show “Project Runway.” For this pairing, a “Project Runway” branded clothing line inspired by contestants on the show will soon be available to J.C. Penney customers.
Starting Sept. 8, J.C. Penney customers in about 500 stores and online will have access to designs from a variety of “Project Runway” contestants. Currently, the retail company has season 15 winner Erin Robertson’s designs on display. To help this partnership continue its growth, J.C. Penney will be the exclusive retailer partner for seasons 16 and 17 of the show, as well as its “Project Runway All Stars’” season 7. Within these upcoming seasons, J.C. Penney will have its own sponsored design challenge, with the winning piece going on sale immediately.
J.C. Penney chief merchant John Tighe commented on the company’s partnership with “Project Runway” and shared what it means for both parties. “Millions of viewers aspire to emulate the fashion-forward looks first conceptualized during a ‘Project Runway’ episode,” Tighe said. “This strategic collaboration enables us to work directly with up-and-coming design talent from ‘Project Runway’ and increase our assortment of contemporary apparel, while gaining a fresh perspective on what women are seeking when curating the ultimate wardrobe.”
Whether or not this move will help to bolster J.C. Penney’s reputation back up to the power player it once was is something that we will be keeping an eye out for. After adding this along with the recent announcement of a new toy boutique launch, the retailer has certainly stepped up its game.