JCPenney launches bohemian womenswear brand Artesia
Department store JCPenney will launch a new womenswear line, Artesia, in nearly 400 stores beginning September 7.
Artesia is a collection of boho-chic apparel featuring crochet cardigans and dusters, peasant blouses and tiered flounce tops with vintage-inspired accents like flutter sleeves, lace, tassels and fringe. Made from flowing fabrics ranging in color from earth tones to paisley prints, every item will retail at $30 or less. With this new line of apparel, JCPenney hopes to further expand its customer base and appeal to a diverse variety of trendy female shoppers. "We strategically chose to bring Artesia into our women's assortment to fill a void on our floor," said Jodie Johnson, senior vice president and head of merchandising for JCPenney. "The boho trend appeals to many women and the fit is flattering on countless different shapes and sizes. With the introduction of Artesia, our customer can embrace the bohemian trend without spending a fortune, reinforcing our commitment to bring her elevated, on-trend looks at an incredible value." The department store will promote the new line in the JCPenney women's fall fashion mailer this month, as well as through the company's email, social and digital marketing channels.