J.C. Penney Adds Shop-in-Shops to Herald Square Flagship

J.C . Penney (Plano, Tex.) has added the brand's first two Call It Spring shop-in-shops to its Herald Square flagship in an effort to better display the brand’s shoe and handbag assortments in its below-ground location. The shop-in-shops are situated in high-visibility spots and use brightly lit blue and white fixtures, along with large visuals, according to Women’s Wear Daily.

“They are optimistic and convey a feeling of enjoying life. Customers want to get what they see in fashion magazines at affordable prices,” Emmanuel Amzallag, a divisional merchandise manager and account director at Call It Spring, told WWD.

The Call It Spring shops will roll out to 100 Penney’s stores starting in March, in collaboration with the Aldo USA Inc. shoe company which owns the Call It Spring brand. The shops will sell more than 300 styles of footwear. By next fall, 500 J.C. Penney stores are expected to include Call It Spring shop-in-shops.

The shops will come in separate women’s and men’s versions and three different trend-based styles: “grunge revival,” based on military styles; “urban nostalgia,” with a vintage feel; and “dark romance,” for dressier styles, according to WWD.