JCPenney Revs Up The New Season With A Fall Fashion Bus Tour

Autumn Looks Draw Crowds In San Francisco Chinatown

Joy Wong
interTrend Communications
joywong@intertrend.com
September 28, 2006

PLANO, Texas (September 28, 2006) – Today, amidst the crowds in San Francisco’s Chinatown, JCPenney launched its first-ever fall fashion bus tour through the bustling streets of the historic cultural community.  The classic red double decker bus was completely wrapped with JCPenney’s logo and signage to highlight the current branding campaign “It’s Fall Inside” at JCPenney.  The backside of the bus featured two sophisticated Asian American models wearing the department store’s exclusive brand, nicole by Nicole Miller and private brand, Worthington.  nicole by Nicole Miller brings fun and flirty dressy casual wear, while Worthington brings style and power to the modern career woman.

“The JCPenney fall fashion bus tour is a dramatic statement set against the backdrop of San Francisco, one of the most culturally diverse cities in the nation,” explained Manny Fernandez, Manager of Multicultural Marketing at JCPenney.  “As we introduce our fall fashion collection, we want Chinese American shoppers to see that we are focusing on brands and looks that are relevant to their lifestyles.”

The tour showcased the department storeís new fall collection with red carpet fashion exhibits on both Stockton and Grant streets. Behind the gateway to Chinatown, the on-trend displays featured live models wearing season ìmust haves,î fashion tips, and hip Chinese pop music amplified from the upper deck. Curious street pedestrians and trend watchers stopped in their tracks to see the excitement created by the unique fashion frenzy.

JCPenneyís fall fashion bus made its first stop at Stockton Street with an introduction to the latest designs from Bisou Bisou and Mixit exhibiting versatile career selections. Professional fashion models posed to show the various ensembles adorned with gold accents and decorative jewels. The bus tour continued with a second JCPenney fashion stop on Grant Street, which highlighted fun and chic designs of rich, colorful print dresses from nicole by Nicole Miller and classy business casual wear from Worthington..

This fall, JCPenney, one of the leading department stores in the U.S., welcomes feminine looks and trends with opulent colors and plush fabrics for the modern Chinese American woman.  Whether dressing to impress for work, relaxing on a casual weekend, or a night out on the town, JCPenney delivers versatile fall fashion that complement any lifestyle.
“It’s Fall Inside” at JCPenney.  To learn more about the latest in fashion basics and style must-haves, visit a nearby JCPenney store location or jcp.com.

About JCPenney

J. C. Penney Corporation, Inc., the wholly owned operating subsidiary of J. C. Penney Company, Inc., is one of America’s largest department store, catalog, and e-commerce retailers, employing approximately 151,000 associates.  As of July 29, 2006, J. C. Penney Corporation, Inc. operated 1,021 JCPenney department stores throughout the United States and Puerto Rico.  JCPenney is the nation’s largest catalog merchant of general merchandise, and jcp.com is one of the largest apparel and home furnishings sites on the Internet. JCPenney refers to the catalog/Internet business as Direct.