In recent years, at least since its 2020 bankruptcy filing, JCPenney has lacked a real identity. Yes, the brand had a focus on value, but its merchandise mix lacked any sort of differentiator.

Aside from a line by football player and television host Michael Strahan, JCPenney seemed to lack any distinctive merchandise. It was a chain that sold clothes, but it was missing lines that bring people in to shop.

The company is making a massive move to change that with its latest offering: designer clothes from massive-name designers at affordable prices.

JCPenney adds big-name designers

JCPenney has added new lines from famous designers Rebecca Minkoff and Bob Mackie. The retailer had fun announcing the Minkoff line in a press release.

Consider this your alert to start lighting up the group chat, because RM Rebecca Minkoff is now exclusively available at JCPenney… Yes, JCPenney.

That’s right. JCPenney is bringing the receipts on runway-worthy, statement-driven pieces to women who always have the scoop on unreal designer drops. No wristbands, warehouse lines or one-day-only panic required. Just contemporary looks at affordable prices that feel like a score, because accessibility is the whole point.

JCPenney is making the Minkoff line part of its everyday offerings at affordable prices. 

The exclusive line debuts with more than 85 pieces and price points starting at $40, “inviting women to build high-low wardrobes without compromise; so the only thing they’ll collect are compliments, not credit card debt,” it shared.

The new line is supposed to make designer clothes accessible for everyone.

Designed for women who know their silhouettes, style and standards, RM Rebecca Minkoff blends East Coast structure with West Coast ease, offering everyday polish with a relaxed edge. The debut collection features shrunken pea coats, pleather bombers and fringe jackets that give ‘It’s from where?’ vibes, along with on-trend blouses, flirty skirts, wide-leg denim and bold boots. From morning coffee to evening cocktails, the pieces are designed to move with you. And of course, no look is complete without Minkoff’s signature handbags and accessories, the finishing touch that brings it all together.

In addition to the Minkoff line, famed designer Bob Mackie has also debuted an exclusive line at JCPenney.

JCPenney is betting big on affordable high-end fashion.

Image source: JCPenney

Cher’s designer comes to JCPenney

For decades, Bob Mackie has been most associated with dressing Hollywood royalty like Cher. His collaboration with JCPenney is designed to offer every woman a chance to be a Hollywood diva.

“Now available at select stores and JCPenney.com, the line debuts built on the idea that every woman can be an icon. The Mackie: Bob Mackie collection captures signature Hollywood glamour at accessible prices, making show-stopping fashion available to everyone,” the chain shared in a press release.

Every piece in the Bob Mackie collection will be priced under $300 and will be offered in sizes 2-24.

This collection features an array of standout styles, including mini and long dresses crafted from luxe velvets and shimmering ombré sequins, bold jewel-toned cocktail dresses with intricate beading and marabou feather accents and modern takes on classic silhouettes, like a sleeveless printed taffeta A-line, a halter jumpsuit with keyhole cutouts, and a sequin gown with ruched detailing. 

Can JCPenney change its reputation?

Dick Sessel, a member of RetailWire’s Brain Trust, is not impressed with JCPenney’s move.

“Value-priced offerings from designers and celebrities come from a playbook at least 20 years old. Target pioneered it, Kohl’s and others (including JCP) copied it. Most of the impact of this brand proliferation is duplication of assortment without a clear point of view,” he shared.

GlobalData Managing Director Neil Saunders is a little more positive on the new JCPenney lines. 

“JCPenney is doing a lot more creative things and is making a lot more customer-centric moves these days, and they should be applauded for that. The new lines make sense as their consumers are very value conscious and want fashion fixes on a budget,” he wrote.

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Saunders believes the chain needs to be making these kinds of deals.

“JCP needs this kind of range to stay in the game. That said, it’s not an easy or guaranteed win. There are lots of other retailers in the low-cost fashion space, and there is still a big customer overlap between JCP and off-price channels. Winning comes down to not just price, but design, style, and offering something that feels a bit different,” he added. 

Craig Sundstrom, another member of the Brain Trust, thinks JCPenney simply needs to throw a lot of ideas at the wall.

“As I said before – and will say [every] time (“will…?”) it’s asked – Penney’s needs to try everything (within reason) and go with what shows promise. This preoccupation with some silver bullet is pointless…there isn’t going to be one solution. But will there be a solution at all?? It takes a very optimistic outlook to see a reduction in the speed of decline as positive, rather than seeing it as being even worse off than they were before,” he posted. 

JCPenney’s 2020 bankruptcy (Chapter 11) and aftermath:

  • Filed for Chapter 11 bankruptcy protection in May 2020, citing financial distress exacerbated by Covid closures.
  • Entered bankruptcy with roughly $4 billion of debt.
  • Secured $900 million in debtor-in-possession financing, including $450 million in new money.
  • Announced plans to close 200+ stores (initially about 242 stores) in phases.
  • Bankruptcy court approved a deal for Simon Property Group and Brookfield Asset Management to acquire most of JCPenney’s operating assets.
  • Closed more than 200 stores and substantially restructured debt during the bankruptcy process.
  • Emerged from bankruptcy under co-ownership by Simon Property Group and Brookfield, with Authentic Brands as minority stakeholder later.
  • Post-bankruptcy, JCPenney continues to optimize its store footprint, sell off real estate, and invest in digital/omni-channel upgrades.
  • In 2025, JCPenney combined with SPARC’s retail brands under a new umbrella called Catalyst Brands.

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