JCPenney CEO says she wears the brand 'head to toe' and hands out gift cards

JCPenney is pushing a comeback by leaning on its in‑house labels to deliver style at lower prices. Brand CEO Michelle Wlazlo says she wears the designs "head to toe" and even hands out gift cards to surprised shoppers. The retailer debuted its spring collection in Paris, Texas to convey a sense of being more attainable than aspirational: "I respect Paris Fashion Week and all of it — we're in the fashion business," she said.

"Our customers are not in the audience there." Wlazlo, formerly the company's chief merchandising officer, became brand CEO after JCPenney was reorganized as a subsidiary of Catalyst Brands alongside other mall staples. Quarterly sales and profits remain soft, but the company points to 18 months of consecutive increases in customer trip frequency and a 20% rise in loyalty customers from last year.

United States, Paris, Texas

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