American department store chain JCPenney aims to reach a younger demographic by launching a clothing and merchandise line inspired by 14-year-old actress, singer, dancer and Nickelodeon star JoJo Siwa. Siwa is also known for promoting positivity and anti-bullying messages in her various media appearances, which is something that JCPenney wanted to include in their merchandise line.
Fans of the teen star can expect to see a brightly colored clothing and merchandise line from JCPenney, with shirts, dresses, leggings, and jackets all featuring Siwa. The clothing also incorporates Siwa's favorite things: bows, emojis, the color pink, and inspirational messages. Other than clothing, JCPenney has also released a merchandise line that includes comforters, bow-shaped pillows, as well as a JoJo doll that can sing.
Siwa is best known for her two-season stint on the Lifetime reality television series "Dance Moms," as well as appearances in an assortment of Nickelodeon shows. In 2016, Siwa released a single named "Boomerang," which is about coping with bullying in a positive way. She also has a YouTube channel called "It's JoJo Siwa," which has over 5.7 million subscribers.
"JCPenney introduced JoJo's trademark hair bows to its girls' assortment last fall and we were blown away by the response," said JCPenney senior vice president of merchandising James Starke in a press release. The decision to launch a line inspired by Siwa, according to Starke, will allow the department store to further tap into a new customer base: Siwa's young fans.
Starke also believes that young shoppers now hold more influence over their family's shopping decisions than ever before. Thus, there is a possibility that Siwa's young fans will bring their families to JCPenney, increasing the store's customer base.
"From school to the mall and everywhere in between, girls will feel strong and confident when they are rocking a JoJo outfit," said Siwa in the press release, adding, "My new styles at JCPenney are fun and colorful and I can't wait to see girls rocking them."
On the same day that they launched their JoJo Siwa-inspired line, JCPenney also launched a new clothing line called Obsess on JCPenney.com. This line is aimed at young girls as well and is meant to inspire body positivity among members of that demographic. It features Laurie Hernandez, a gymnast who won gold for the U.S. during the 2016 summer Olympics.
JCPenney's JoJo Siwa-inspired line came out at JCPenney outlets on March 2.