JCPenney is expanding its focus on petite customers with a new fashion collection in collaboration with singer-songwriter Ally Brooke. The Bold Elements x Ally Brooke line highlights petite sizes, alongside standard and plus sizes, reinforcing the retailer’s long-standing commitment to this market.
Brand CEO Michelle Wlazlo sees the collection as both an opportunity to attract new shoppers and strengthen customer loyalty. She emphasized that once petite customers discover the brand’s extensive offerings and well-fitting designs that eliminate the need for alterations, they tend to stay loyal.
Ally Brooke, who stands at 5 feet tall, was chosen as the face of the collection due to her personal connection to the petite community and her strong cultural ties with JCPenney’s Latinx customer base. Wlazlo noted that this marks the first time the brand has designed a collection specifically from a petite perspective, breaking traditional fashion norms.
JCPenney is also leveraging this partnership to grow its private-label business while staying true to its mission of serving working families across all income levels and locations. With economic challenges affecting consumers, Wlazlo highlighted the brand’s commitment to providing high-quality, affordable fashion, ensuring customers can celebrate life’s moments without breaking the bank.
