Miami, FL – August 2025.
Iconic retailer J.C. Penney continues pushing to refresh its image and attract a younger audience. As part of its back-to-school and fall campaign, the company announced it will add well-known brands such as Aeropostale, Volcom, and Hurley to its apparel assortment.
The retailer has also partnered with JS Jessica Simpson to deliver exclusive fashion designs and hinted at another high-profile collaboration launching in September.
A Strategy of Value and Style
According to Michelle Wlazlo, J.C. Penney’s brand CEO, the goal is to sell clothes and “redefine the season” by offering both style and affordability. The fall campaign includes TV ads like Morning Routine and Drop-off, which will air across cable and Hispanic media outlets in the U.S.
This effort builds on the company’s new “Yes, J.C. Penney” brand positioning, introduced earlier this year. The positioning aims to modernize the retailer’s image and reconnect with consumers who had overlooked the brand.
Strengthening Ties with Catalyst Brands
Adding Aeropostale further deepens J.C. Penney’s ties within Catalyst Brands, the group formed by Authentic Brands Group, Shein, and Simon Property Group. Catalyst also manages well-known names such as Brooks Brothers, Lucky Brand, Nautica, and Eddie Bauer.
Challenges and Opportunities
The announcement comes at a critical time: in Q1 2025, J.C. Penney reported net sales down 4.3% yearly to $1.3 billion, while net losses rose 9.5% to $69 million. Still, the retailer committed to maintaining pre-tariff pricing on school basics, reinforcing its value-focused strategy.
What This Means for the Liquidation Market
At Orotex Liquidation, we track these retail shifts closely because they highlight a key trend: large U.S. department stores are betting on youth-focused brands and exclusive launches to stay competitive. This translates into greater opportunities for wholesalers, resellers, and exporters when sourcing liquidation pallets and lots of brand-new apparel with tags.
Moves like this ensure that the liquidation market continues to be filled with fresh inventory from well-known fashion labels, arriving to our Miami warehouse ready for export worldwide.
👉 If your business focuses on resale or wholesale clothing, updates like these confirm why liquidation pallets remain one of the best sources of brand-name inventory at bulk pricing.