J.C. Penney launches tween brand Obsess

By

Cassidy Mantor

Published
Feb 22, 2018

J.C. Penney has launched Obsess, a girls brand featuring rotating capsules inspired by social media influencers, targeting the Gen Z tween consumer with a message of fashion and body positivity.

The debut capsule is inspired by Olympic gold medal gymnast Laurie Hernandez. Pieces include cold-shoulder and peplum tops, rompers and dresses. The collection features floral prints and embroidered jeans, as well as a teal bomber jacket. It is designed for all body types and aims to be more inclusive with extended sizing.

James Starke, SVP of Merchandising for J.C. Penney said, "Obsess is a very unique brand that allows J.C. Penney to reach a generation of girls who move rapidly from one fashion trend to another, as they discover new style inspiration through daily social media feeds."

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Starke explained, "We have an opportunity with Obsess to attract an entirely new, and often elusive, Generation Z customer." The Gen Z customer, according to J.C. Penney's research, holds $44 billion in buying power and "is on track to becoming the largest consumer segment over the next few years, representing significant sales growth potential."

"My body changes so much between training, travel and down time. Comfort is so important. I wanted to create casual, cool clothes for girls of all shapes," said Hernandez.

Sizes offered in the launch collection range from 7 to 20, including plus sizes. Price points range from $22 for a top to $35 for a dress.

Obsess launches online on February 26th as well as at 500 J.C. Penney stores across the country. J.C. Penney will offer a summer collection as well as a back to school drop, and the next celebrity collaboration for Obsess will be announced later this year.