JCPENNEY CELEBRATES SELF-EXPRESSION IN NEW BACK-TO-SCHOOL CAMPAIGN

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PLANO, Texas (July 16, 2014) – Underscoring its commitment to fit every shape, size, color, wallet, style and occasion, J. C. Penney Company, Inc. (NYSE:JCP) today announced the launch of a new back-to-school marketing campaign that celebrates self-expression, showing how the perfect fit inspires kids to stand out and feel one-of-a-kind. The campaign kicks off today with two television spots, “Stand Out” and “My Fit,” as well as a Hispanic marketing spot, to showcase how JCPenney merchandise lets kids and teens reflect their personalities and express themselves.

“From students heading back to school to women refreshing their wardrobes and homes for fall, everyone is looking for an opportunity to express their individuality, creativity and distinctive style this season,” said Deb Berman, senior vice president of marketing for JCPenney. “At JCPenney, we’re committed to helping each customer find the look that fits them best – so they can take on the playground, the hallway, even the boardroom in style.”

Back-to-School Style for Kids…and Mom!

When shopping at JCPenney, kids can get the looks that are “so them” while Mom gets the satisfaction of taking care of her family at a price that fits her wallet. With a vast selection of apparel and accessories from private and national brands such as Arizona®, Xersion™, Levi’s®, Nike®, Disney, Flirtitude® and more, along with beauty offerings from Sephora inside JCPenney and jcp salon, JCPenney offers a truly one-stop-shopping destination for back-to-school. Additionally, JCPenney continues to be a leading retailer for denim, special sizes and school uniforms – all key categories for the back-to-school season. College-bound students can also find a selection of dorm décor and accessories from the “Dorm Life” shop, available in-store and online.

Back-to-school is also a great time for mom to update her fall wardrobe with brands like Liz Claiborne®, a.n.a®, Worthington®, Ambrielle® and St. John’s Bay®. While kids take advantage of $10 haircuts and $29.99 select eyeglasses, mom is eligible for a fall mini makeover with a $25 “Just For Mom” jcp salon deal that includes a deep conditioning, hair blowout and eyebrow wax. These services will be available July 20 – Sept. 6.

Express Yourselfie

JCPenney’s self-expression campaign features an interactive digital experience, “Express Yourselfie,” also launching today. Customers are invited to visit JCPenney’s back-to-school online hub, jcpenney.com/bts, where they can create a personalized emoji, a graphic smiley face, that resembles them. Users can customize their emoji with accessories and hairstyles and post their emoji side-by-side with their “selfie,” a self-taken photo, to share with friends as well as on JCPenney‘s “Express Yourselfie” online gallery. Each user can also view shopping suggestions from JCPenney based on their personal style.

Arts Fit in Education

Because art programs are vital to nurturing creativity and individuality, JCPenney is inviting customers, throughout the month of August, to round up their purchases to the nearest whole dollar and donate the difference to JCPenney Cares. Customer contributions donated to JCPenney Cares will directly fund national and local programs supporting arts in education. Providing art programs to students has proven to increase attendance, deepen parental involvement, improve test scores and drive motivation. By rounding up, JCPenney customers can help to ensure that the arts remain an essential element of a comprehensive education for all students.

For related product images, videos and store b-roll visit jcpnewsroom.com.

Media Relations:

(972) 431-3400 or jcpnews@jcp.com

About JCPenney:

J. C. Penney Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and home furnishing retailers, is dedicated to fitting the diversity of America with unparalleled style, quality and value. Across approximately 1,100 stores and at jcpenney.com, customers will discover a broad assortment of national, private and exclusive brands to fit all shapes, sizes, colors and wallets. For more information, please visit jcpenney.com.

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