| EVENT REPORT 10.30.09 2:23 PM |
|
Mary Kate and Ashley Olsen Launch New J.C. Penney Collection With Mobile Store
|
 | Branded balloons at the Olsenboye truck
Photo: John Minchillo for BizBash |
|
After Mary Kate and Ashley Olsen announced a new J.C. Penney-exclusive clothing line, called Olsenboye, on Monday morning, they spent the better part of the week bating customers and seeding product in a branded truck that covered much of the city.
"Mary Kate and Ashley Olsen were extremely involved in crafting the overall marketing plan for Olsenboye," said J.C. Penney brand marketing and publicity director Merianne Roth. "They had so many great ideas, and we narrowed down to ones that we thought resonated best with the consumer and served our purpose of communicating the brand clearly and in a fun way."
MORE >>
RELATED TOPICS
J.C. Penney, Olsenboye, Mary Kate Olsen, Ashley Olsen |
 |
| EVENT REPORT 08.04.09 1:23 PM |
|
Downpour Cuts Short J.C. Penney Opening Events
|
When it rains, it pours, and an early morning sprinkle on Friday turned into an evening rainstorm that cut short the opening events for J.C. Penney's first store in Manhattan. Planned to include a full day of outdoor fashion shows and a free concert in Greeley Square Park (at 33rd Street and Sixth Avenue, opposite the store), the festivities concluded just before 4 p.m. as the weather turned. Still, what did take place—an unveiling with Mayor Michael Bloomberg, a shopping tour led by Kimora Lee Simmons, live models inside mobile store windows, and all but one of the runway presentations—had the intended effect of drawing hundreds of shoppers and a crowd of press.
MORE >>
RELATED TOPICS
J.C. Penney, Children's Aid Society, J.C. Penney Afterschool Fund, Mayor's Fund to Advance New York City |
|
| EVENT REPORT 06.18.09 4:09 PM |
|
Gift Fair Offers Out-of-Town Marketers an Audience With Editors, Ugly Betty Star
|
 | Actress Ana Ortiz spoke about her impending motherhood
Photo: John Minchillo for BizBash |
|
The brainchild of Jono Productions and Shiraz Events, the Product-n-Press Live gift fair returned to Metropolitan Pavilion on Tuesday, doubling as a baby shower for the event's host, Ugly Betty actress Ana Ortiz. More than 100 editors and journalists from publications and outlets such as Good Morning America, People, and Vogue arrived during the afternoon to interview Ortiz and scout back-to-school and holiday items from more than 40 participating vendors, including Dooney & Burke, J.C. Penney, and Pier 1.
After a first outing for holiday press last autumn, Jono and Shiraz revisited the gift fair early this year to take advantage of both long- and short-lead press. The very pregnant Ortiz—past eight months on the day of the event—offered an excuse to showcase children's brands for back-to-school products in addition to holiday gifts for editors getting an early start. "Having a celebrity host helps, but something like [Ana's pregnancy] really helps define the event in attracting the media," said Jono Productions' Jono Waks. "Having vendors showcase back-to-school and kids' products works for the short-lead element right now. There are fewer and fewer long-lead publications these days."
MORE >>
RELATED TOPICS
Product-n-Press Live, Ana Ortiz, Dooney & Burke, J.C. Penney, Pier 1 |
|
 |
|
| EVENT REPORT 05.19.09 3:59 PM |
|
J.C. Penney Scores a First With Preview on Public Basketball Court
|
 | The first private event at the community basketball court
Photo: Alice and Chris for BizBash |
|
Standing on what is arguably the city's most famous public basketball court, called "the Cage," Merianne Roth, J.C. Penney’s brand marketing and publicity director, said the company is always on the lookout for new ideas. With the Monday-evening editor preview of J.C. Penney's Joe Joseph Abboud fall 2009 collection, the retailer managed to pull off the unprecedented: The launch marked the first time the court at Sixth Avenue and West Third Street served as the site of a private event.
"We wanted to have a fresh venue to show the clothing," Roth said. "[This line] is one of our biggest stories for men this year."
MORE >>
RELATED TOPICS
J.C. Penney, JA Apparel Corporation, Joseph Abboud |
|
| EVENT REPORT 02.12.09 1:09 PM |
|
J.C. Penney Gets Into Spring With a Fashion Show
|
 | J.C. Penney spring fashion showcase
Photo: Digital Diva |
|
With Fashion Week looming, J.C. Penney took the opportunity to debut its new spring collection, showing the fashions of five designers to a crowd of more than 500 buyers, media, investors, and V.I.P.s at West Side venue Espace on Tuesday night. Designed and produced by EventQuest, the event featured appropriately vernal decor, including an entrance covered in brightly colored Gerbera daisies and faux grass, large white pergolas hung with paper lanterns, butterfly and bird motifs, and botanic accents of daffodils, wheatgrass, and forsythia. An elevated runway anchored the space, and was backed by three large screens displaying modern, nature-inspired computer animations.
Servers passed appetizers while guests sampled cocktails from bars backlit with images of wheatgrass for an hour before the main event of the night: a fashion show of offerings from designers Kimora Lee Simmons, Nicole Miller, Charlotte Ronson, Allen B. Schwartz, and Michele Bohbot.
MORE >>
RELATED TOPICS
J.C. Penney, Kimora Lee Simmons, Nicole Miller, Charlotte Ronson, Allen B. Schwartz, Michele Bohbot |
|
| TREND SPOTTED 04.04.08 9:45 AM |
|
Diffa's Color Trend: Yellow
|
 | A rich goldenrod-colored linen covered Ralph Lauren Home's table.
Photo: Francine Daveta for BizBash |
|
Perhaps as a nod to spring, many designers at Diffa's Dining by Design event incorporated yellow accents into their tables this year, with shades of the color popping up as table linens, vases, statuary, and flowers. Here's a look at an array of the warm settings.
MORE >>
RELATED TOPICS
Diffa, Diffa Dining by Design, Gourmet magazine, J.C. Penney, Ralph Lauren Home, Michael Tavano |
|
|
|
|
| EVENT REPORT 02.25.08 4:18 PM |
|
J.C. Penney Drapes Launch of Ralph Lauren Line With American Flags
|
 | Hay bales and bedding
Photo: Getty Images |
|
With its all-American aesthetic, the Tuesday-evening launch of J.C. Penney's new American Living line—designed by a division of the Polo Ralph Lauren Corporation—looked a lot more like a party from the iconic fashion company than the mid-range department store. Lauded as the largest launch in the retailer's 105-year history, the crowded affair at Skylight drew a diverse mix of guests, from Nick Lachey, NFL quarterback Tim Hasselbeck, and All My Children actor Cameron Mathison to Project Runway contestants Christian Siriano, Chris March, and Victorya Hong. Hosted by J.C. Penney chairman and C.E.O. Myron E. Ullman III, the night also included a performance by country music group Rascal Flatts.
Under direction from J.C. Penney's director of brand marketing and publicity, Merianne Roth (with some help from PR agencies M Booth & Associates and Loving & Company), David Stark Design and Production produced the event with an eye toward complementing the logo (an eagle with the American flag) as well as the mix of merchandise. With props (some from the ad campaign shot by Bruce Weber, others destined for retail displays), vignettes, and plenty of product, Stark and his team created a cohesive design that was, as Stark put it, "a little bit country, a little bit rock 'n' roll."
MORE >>
RELATED TOPICS
J.C. Penney, Polo Ralph Lauren |
|
| MY FAVORITE VENDORS 05.21.07 5:31 PM |
|
JCPenney Brand Director Picks Shiraz
|
Merianne Roth is the director of brand marketing and publicity for JCPenney.
Catering: “Shai Tertner of Shiraz NYC absolutely understands what mood you’re trying to evoke, and he ties all the small details that create a great event back to your original theme or purpose. They’re very easy to work with and intuitive about your business—what more could you ask for?”
MORE >>
RELATED TOPICS
J.C. Penney |
|
|
