What a day for the retail sector! On Monday, July 31, J.C. Penney (NYSE:$JCP) announced that it has entered into partnership with Project Runway. With this new partnership, the TV show can be turned into a brand of contemporary women’s apparel.
In addition, the Plano, Texas-based company also said on Monday that it will be the number 1 retail partner for Project Runway’s seasons 16 and 17, as well as Project Runway All Stars season 7. If all goes as planned, season 16 will premier on August 17.
According to J.C. Penney, the first installment of Private Runway apparel will be in roughly 500 stores and online with designs inspired by Erin Robertson, who was the winner of Season 15.
This new partnership should help to benefit Penney as Project Runway seasons will now include a Penney design challenge. Also, each season’s winner will be able to collaborate with the store on a capsule collection sold under the Project Runway brand at J.C. Penney stores. Not only that, but Penney will get exposure on every single episode with the “Accessory Wall” which will consist of Penney’s private label brands of shoes, accessories, and handbags.
“The strategic collaboration enables us to work directly with up-and-coming design talent from Project Runway and increase our assortment of contemporary apparel,” said John Tighe, who is the chief merchant at J.C. Penney.
It’s important to note that the Project Runway brand will be placed at the front of the stores, and Penney is in the midst of planning a marketing campaign during the episodes.
“This partnership with J.C. Penney is one of our biggest retail collaborations since the series first began more than a decade ago,” said Harvey Weinstein. Weinstein is the co-chairman of the Weinstein Company which produces the show. He added, “it also marks the first time the entire Project Runway franchise has partnered with a leading, national retailer and introduced a line of Project Runway clothing that will be available year round.”
Featured Image: twitter
