JCPenny Has a New Clothing Line For Millenial Men – But it Misses The Mark For 3 Reasons
JCPenney is now targeting millennial men with a new clothing line endorsed by Russell Simmons. It's called Argyleculture. #Argylelife is all over the website. Previously, Argyleculture was sold at Macy's. The millennial demographic has a lot of spending power and they are very opinionated about the style and fit of their clothes. Sales of menswear increased 13% from 2010 to 2015, outpacing the growth of womenswear. But there a few obvious problems with JCPenney's plan.
1. Russell who?
Russell Simmons himself really isn't a well-known figure to many millennial's. His fame came in the early 80s and 90s, when millennial's were either too young to remember or weren't born yet. At 58, he's too old for an 18 to 35-year-old to relate to. Most millennial's will see the name and not recognize it or assume the line isn't made for them.
2. Targeting the "urban graduate".
Simmons says he's targeting this stylish urban graduate who is driven and passionate about a growing successful career. This target demographic is described as cross-cultural from diverse backgrounds. However most JCPenney stores aren't in urban city centers unlike H&M another retailer competitor going after the same segment of men. There are 11 H&M stores in Manhattan, New York City. JCPenney has only one store in the same area. So in reality Simmons must instead be targeting those aspiring to be an" urban graduate". That doesn't read as authentic." Urban graduate" sounds like it might be a euphemism for young urban professional, except that they might not quite have that professional job yet.
3. Does anyone still wear argyle?
The clothing missed the mark. Let's be honest if a friend of yours wore most of the #Argylestyle collection to dinner or a night out on the town you would laugh at them. Argyle in 2016? Newsboy caps? Bowties? Bold reds? Men's fashion has moved far beyond this and it's unbelievable to see it being produced and sold now. The style is just not current; it's 10 years too late. If JCPenney wants a new image it needs to get serious about staying current and selling clothes the people want to wear today. What JCPenney really needs right now is a reason for a millennial guy to come into the store at all? Stylish college graduates who live in urban areas in our ambition do exist, one is just not sure they want to wear argyle. Redy to hope in on JC Penney Train? Their prices are much lower than Macy's or Nordstrom. Especially if you use promo codes for JCPenney. Previously they never offered coupons but luckily they changed their policy. So you can shop till you drop. Wohoo!