JC Penney’s Private Label Brand Targets Socially Connected Moms
Hoping to tap the popularity of 'mommy bloggers' this holiday season, the department store is using influencer partnerships and shoppable social media functions to promote a family-friendly private label targeted towards moms on Instagram
JC Penney department store is bringing a new capsule collection to Instagram just in time for the holidays. The new Peyton and Parker line is being marketed specifically toward social media moms who are more likely to be on the lookout for apparel and home wares for the family.
The retailer will be partnering with several social media influencers who have created their own parenthood platforms—aka ‘mommy bloggers.’ Peyton and Parker will feature a series of capsule collections, starting off with a holiday line for the whole family that will be available at around 400 JC Penney locations. Furthermore, to complete the social commerce aspect of this campaign, consumers will be able to purchase items from the collection via shoppable Instagram ads.
“Every family has a story to tell through photos and we created Peyton and Parker to give mom a fresh style perspective when sharing her family’s lives on social media via fashionable squares. We are working with a targeted list of savvy mom influencers on Instagram who have an eye for tradition, photography and fashion to unveil this whimsical brand in a natural, organic way,” says Val Harris, senior vice president of product development and design at JCPenney.