JCPenney Intros MNG by Mango Shop

Plano, Texas -- In an effort to enhance its contemporary shopping offerings, J. C. Penney Co. Inc. is bringing European "fast fashion" into its stores with the launch of MNG by Mango, a trendy line of women's clothes and accessories by Barcelona-based retailer Mango.The deal makes JCPenney the exclusive U.S. department store retailer for the MNG by Mango line, which is aimed at urban women ages 18 to 40. In addition to career and casual women's sportswear, the brand offers handbags, accessories and footwear. The line falls into JCPenney's "better" and "best" pricing tiers, with items retailing between $10 and $160. The parent Mango chain operates 1,500 stores in 100 countries. "The launch of MNG by Mango is a testament to our success in making JCPenney a first-choice style destination and the department store leader in fast fashion," says Liz Sweney, JCPenney's executive vice president and senior general merchandise manager. "Fast fashion" denotes designs that move quickly from the runway to the store.JCPenney is supporting the rollout of MNG by Mango with a phased marketing plan that includes specialty catalogs, digital and social media, direct mail and e-mail, as well as exposure in JCPenney's weekly sales circulars. Digital and social media figure prominently in the campaign, including a recent reusable shopping bag giveaway that was offered to the retailer's Facebook fans during the first week of September. The second phase of the marketing plan will launch next spring, followed by a third phase in fall of 2011. MNG by Mango at JCPenney stands to benefit from the celebrity ad campaigns that Mango executes as it expands its presence in the U.S. market, according to JCPenney PR manager Kate Coultas. Previous Mango spokespeople have included actresses Scarlett Johansson and Penelope Cruz.MNG by Mango is merchandised as a specialty shop-in-shop that imitates the look and feel of a standalone Mango store, including the Spanish retailer's signature black and white logo, stylized fixtures and chandeliers. It also includes lifestyle images and mannequins featuring head-to-toe looks showcasing the latest fashion trends. New merchandise will arrive twice monthly."Contemporary apparel for women is our fastest-growing category and we believe the launch of MNG by Mango at JCPenney -- with its standout shop-within-a-shop experience and constant flow of fresh new merchandise -- will allow us to create a sense of discovery for our customers," Sweney says.The line is available on JCPenney's website and in 77 of the chain's stores across the country, with plans to expand into 600 stores by fall 2011. Because all point-of-sale registers are connected directly to the website, jcp.com, sales associates at any of JCPenney's 1,107 stores are able to assist customers interested in purchasing the line's merchandise in stores that don't include the shop.

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