Marketing Blurb already told readers about JC Penney’s aggressive back-to-school advertising campaign. We’re not convinced that teens fell for the hype, but mom probably dragged them kicking and sulking into the store anyway. But now, JC Penney is preparing to target mom with a new line of intimate apparel called Ambrielle.
Ambrielle will be the merchant’s largest private label launch in history. So, if you are a “modern sensual woman,” you will find Ambrielle intimate apparel in newly redesigned lingerie departments, and from the the JC Penney's print and online catalog. According to
Brandweek, Ambrielle "consists of three sub-brands: Smooth Revolution, for comfort and support; Mystique, for luxurious body enhancement; and Essentials, basics with natural support and a comfortable fit.” The new lingerie department will feature separate registers and shopping bags to create a boutique within a store concept. We wish JC Penney well with this venture, because we believe modern women are indeed sensual. (PS—this image is from their existing dowdy line of intimate apparel.)
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