We know it can be challenging for customers to find activewear that delivers on performance, technology, design, comfort, and style, and the new Xersion product is sure to impress with updated details to help our customers meet their wellness goals,” Michelle Wlazlo, executive vice president and chief merchant at JCPenney said. “We are kicking off 2021 in the best way possible – offering new and improved merchandise to our customers. The re-launch of the Xersion brand is the first of several planned new instalments in 2021, which follows the repositioning and launch of several exclusive JCPenney brands in 2020, including the introduction of the Stylus apparel brand and Linden Street home brand, offered alongside a wide array of national brands including Champion, Levi’s, Puma, Skechers, New Balance, Clarks, Vans, and more. Women’s sports bras and high-waist leggings stay in place with three compression levels, studio, move, and train, which match her workout, offered in matching monochromatic or colour-blocking styles, according to a media statement by JCPenney.Īvailable today in all stores and at the JCPenney flagship store, jcp.com, the size-inclusive line is available in boys, boys husky, girls, girls plus, women’s size XS-3X and Men’s size S-XXL in the accessible price range of $12-70 across divisions. Xersion products allow customers to fully focus on their activity with design that encourages a distraction-free workout, with sweat-proof pockets, reflective and anti-odour elements, venting, thumbholes, compression, built-in mesh, and chafe-free seams. Xersion offers various athletic clothing, ranging from basketball shorts to high-quality yoga pants for both men and women. Also being introduced is JCPenney’s new innovative and exclusive EVERAIR fabrication, combining breathable technology and Quick-Dri wicking for optimal air flow to remain cool and dry. JCPenney, a leading apparel and home retailer, combines an expansive footprint of stores across the US and Puerto Rico with its ecommerce site to deliver style and value for its American customers.ĭesigned by JCPenney’s in-house product development and design team, Xersion activewear is built for performance and gives customers the Motivation to Move, regardless of size or fitness level. JCPenney has announced that its Xersion activewear assortment has been redesigned from the inside out and with the latest performance technology, EVERAIR. Moreover, several disadvantages weigh the company down, including persistent turnover in top leadership, declines in the department store sector and its location in malls. Penney's Xersion line is therefore playing in a crowded space. We can expect many new brands to enter the activewear space, creating competition and noise." "Performance running and hiking will lead the footwear categories, while sweatshirts and active bottoms will lead activewear. "I expect the athletic footwear and activewear markets will grow sales in the low single-digits in 2021 – above 2020 levels, but still below 2019," Powell said in the emailed report. Athleisure and activewear, especially for women, have been rare bright spots in an otherwise troubled apparel sector challenged further by the pandemic.Īctivewear's strengths are set to continue this year, according to a report Friday from The NPD Group's Vice President and Senior Industry Advisor of Sports, Matt Powell. Penney's more affordable brand uses an exclusive fabric it calls Everair that it says is breathable and moisture-wicking. The performance aspect of this version of Xersion follows the approach of Lululemon, which has long boasted its patented textiles. Soltau left abruptly at the end of December after two years on the job, as new owners Simon Property Group and Brookfield Asset Management took over. Penney may have had an advantage in Jill Soltau's leadership, widely seen as a talented merchandiser. ![]() Target has pursued a similar strategy to elevate private brands in recent years to great effect. Penney has been busy putting the finishing touches on a private label push even as it tumbled into bankruptcy and was bought by two of its mall landlords last year.
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