J.C.Penney Partners with Project Runway
J.C. Penney recently announced a partnership with Project Runway to launch the Project Runway brand.
“Millions of viewers aspire to emulate the fashion-forward looks first conceptualized during a Project Runway episode,” said John Tighe, chief merchant for J.C. Penney. “This strategic collaboration enables us to work directly with up-and-coming design talent from Project Runway and increase our assortment of contemporary apparel, while gaining a fresh perspective on what women are seeking when curating the ultimate wardrobe.”
Partnership Drives Marketing
J.C. Penney is building a large integrated marketing campaign around the collaboration with Project Runway.
Every week, the company plans to offer the winning look from each episode available on their e-commerce site.
As part of the partnership, Project Runway episodes will include “The JCPenney Accessory Wall,” includes fashion accessories and items available at the store.
Partnership Promoted On Social Media
The entirety of the partnership will be displayed and pushed across J.C. Penney’s social media channels.
All products promoted on the show will be made available quickly on the new microsite jcp.com/projectrunway hosted by Penney.
It will be interesting to see the results of this type of campaign. But rest assured that competitors are watching, and this is the type of integrated collaborations that will become commonplace in the future of marketing.
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