Smart Watches to Boost JCPenney Jewelry Sales

RAPAPORT… JCPenney has launched a selection of
smart watches in its stores as part of a re-branding of its jewelry department.

Electronic timepieces from brands including
Samsung and LG will appear at 245 stores and on its e-commerce platform ahead
of the holiday season, the department-store chain said Thursday.

“Fine jewelry is one of the best
opportunities for cross-shopping at JCPenney, as shoppers may initially come
in for a smart watch, and then discover a captivating mix of fashion, beauty,
salon, shoes and accessories,” said Pam Mortensen, the retailer’s senior vice
president of fine and fashion jewelry and watches.

JCPenney has also introduced a new
trademark, called JCPenney Co. Fine Jewelry, Est. 1902, reflecting its heritage,
the company said. In addition, it has revamped its new wedding- and
engagement-ring brand, Modern Bride, to improve shoppers’ buying experience. Products
will now appear alongside “inspiring” graphics as part of more attractive
in-store presentations.

Included in the new-look Modern Bride brand
are two new collections: Hallmark Bridal, which the retailer bills as an “affordable”
line for millennials, and Enchanted Disney Fine Jewelry, incorporating elements
from the entertainment giant’s masterpieces.

“As
JCPenney focuses on driving sales and increasing revenue per customer, fine
jewelry is a shining opportunity amid an ever-changing retail environment,” Mortensen
added.