JCPenney's new 'Yes, JCPenney!' ad campaign has driven some items to sell five times faster than average, signaling a surprising turnaround for the legacy retailer. JCPenney announced Ashley Graham will create an exclusive namesake collection for full-figured women, launching Fall 2025, according to Ashley Graham Partners with JCPenney in Bold Move to Redefine Plus Category.

JCPenney was widely seen as a struggling legacy retailer, but its new brand strategy and celebrity partnerships are generating significant sales and renewed interest. The retailer has been actively working to modernize its offerings and appeal to new demographics.

JCPenney's strategic pivot towards inclusivity and modern branding, exemplified by the Ashley Graham partnership, appears poised to significantly boost its market relevance and financial performance in the coming years.

A Strategic Partnership for Inclusivity

  • Ashley Graham and CMO Marisa Thalberg discussed how plus sizing is central to authenticity at ADWEEK House. This conversation highlights the brand's commitment to genuine representation.
  • JCPenney's new brand positioning and motto is 'Yes, JCPenney!', a campaign that aims to re-engage consumers with a confident brand identity, according to one month in: jcpenney's boldest campaign yet. The collaboration is rooted in a shared vision of authenticity and inclusivity, positioning JCPenney as a forward-thinking retailer in the evolving fashion landscape.

JCPenney's Surprising Sales Resurgence

JCPenney's new ad campaign, 'Yes, JCPenney,' has resulted in items selling five times faster than the average item. The revitalized brand is resonating with shoppers. The blue Adidas Breaknet Sleek Sneakers featured in the ad campaign are selling out in many sizes, according to corporate reports.

JCPenney is experiencing a major increase in interest in contemporary fashion items, on track to double sales volume compared to this time last year. JCPenney's revitalized brand and inclusive approach are effectively resonating with consumers and boosting its market performance.