Neon yellow doors frame the entrance of J.C. Penney's new Liz Claiborne women's shops that open in almost 700 of its stores.
Also in stores Saturday were shops for the new "jcp" apparel brand in men's and women's. The line includes fashionable basics such as shirts, sweaters, blazers and jeans reminiscent of those found at J. Crew.
"We're so proud of that brand, we put our name on it," said Penney's chief merchant, Liz Sweney. Corporate staffers in the Dallas suburb of Plano have been wearing early samples from the line, pink-checked shirts for women and orange for men.
The jcp clothes "are the building blocks of a wardrobe," Penney CEO Ron Johnson said. Last year, Penney paid $268 million for worldwide rights to the Liz Claiborne brand.
The bright yellow door color is repeated on the back walls of Liz Claiborne shops, framing a mirror and creating a focal point, Sweney said. Some criticized Penney for paying so much for the brand, which had been sold in traditional department stores, but, Sweney said, "This brand has been really successful for us."
Penney has been selling Liz Claiborne casual wear and some dresses, and is expanding into career wear and active wear in the new shops.
"That's what the Liz Claiborne brand always has been, a lifestyle story, and those are the categories Liz included when she created the brand," Sweney said. The shop will include accessories and handbags and lots of mannequins displaying outfits.
People who don't like wearing brands on their pockets will like jcp. "No label showing. Not everyone needs a critter on their shirt," Johnson said.