PENNEY 'LOOKS' TO FASHION AD PUSH: BRANDING EFFORT TARGETS 2 GROUPS: MID-SPENDERS, YOUNG WOMEN

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J.C. Penney Co., moving to boost its image in the style department, this week breaks a new branding effort.

Tagged "The look. Look who. J.C. Penney," each of 24 new TV spots will feature a specific fashion and will have its creative dictated by the item. For example, a launch spot featuring black stretch fabrics is shot in b&w. A spot for a man's-style shirt for women in faux suede died earthy colors has an outside fall background showing rusty reds.

Lynne Wisdom, national advertising manager, said Penney's has moved to two targets with the effort. The primary target is moderate spenders, women ages 35 to their early 50s, from dual-earner households with 6- to 17-year-old children.

The second target is a younger group, women ages 20 to 35, single or married, generally with younger children.

COMMERCIALS TO BE UPDATED

The 15-second spots from Temerlin McClain, Dallas, will run in pairs and will be updated with merchandise changing to fall looks, shoes and, eventually, fashions for the home or holiday gifts for men, Ms. Wisdom said.

Penney's will shift its TV buys from daytime to prime time, will add talk shows and use targeted cable buys.

MediaVest, New York, handles media buying.

Spending on the effort was undisclosed, but was estimated to be in the range of $35 million. Last year, Penney's spent $318.4 million on advertising, according to Competitive Media Reporting.

A CONCENTRATED PRINT BUY

For the first time in at least four years, Penney's will have a concentrated print buy, with ads in fashion, home and service magazines. There will be radio commercials and ads targeted to African-Americans and Hispanics.

The new campaign replaces a two-year effort tagged "J.C. Penney. I love your style."

In February, Penney's moved its $20 million-plus Arizona jeans line to DDB Worldwide, Dallas. A new campaign broke last month.

Penney's also has a new round of spots via Temerlin for its St. John's Bay line, themed "A weekend state of mind." Spending on St. John's Bay is in excess of $10

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