The fashion lovers of the world may jet off to cities like London, Milan, New York and Paris to see the latest runway must-haves. But for one recent evening, that last option could have meant a roughly two-hour drive from Dallas.
On Friday, JCPenney brought the runway to Paris, Texas, a city of roughly 25,000 nestled in the northeast corner of the state, the company said.
The event, which lasted about two hours, featured the company’s lineup, spotlighting its in-house brands. It was held in an open area at the city’s version of the Eiffel Tower that’s topped by a red cowboy hat.
The runway event, which drew 75-plus, was open to local residents, without worry of assigned seating, to see the clothing from JCPenney, which is part of Catalyst Brands in Plano. Many of the models themselves were drawn from the local city area.
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The company’s push with affordability included pricing on the outfits that the models were wearing during the event.
JCPenney, which tied the event to a spring marketing campaign, is stepping up efforts to attract new customers and keep existing customers stay engaged as it competes against new brands and retailers.
“At JCPenney, we see things differently,” said Marisa Thalberg, executive vice president, chief customer and marketing officer at Catalyst Brands. “The Other Paris Runway proves that anyone can be a fashion VIP.”