JCPenney, which has long prided itself on being inclusive, furthered the approach by staging a fashion show Friday night in Paris, Texas, that included the local population in the event — on stage and backstage.
For the event, a makeshift runway was set up right in town at the foot of the famous 65-foot replica of the Eiffel Tower topped with a giant red cowboy hat. There were no velvet ropes or assigned seating. But the crowd went wild seeing that many of the models strutting down the runway were actually Paris, Texas, residents — their friends and family members — not size-two professional models. Penney’s worked with the Paris chamber of commerce, local schools, and had a casting call to gather the amateur talent. (A few Dallas influencers also doubled as models.)
“These models were real people, in all sizes,” said Michelle Wlazlo, Penney’s chief executive officer. “We covered plus sizes, missy, just everything, because fashion is for everyone. I saw some of the models come in for their fittings. The confidence and swagger of these Paris, Texas, residents seemed fantastic for the runway.”
The show served to launch Penney’s spring collections and campaign. Models were styled head-to-toe in Penney’s private and exclusive labels, among them Ashley Graham for JCPenney, Arizona, Worthington, RM by Rebecca Minkoff, St. John’s Bay, a.n.a., and J. Ferrar. National brands were also part of the show. Casual and evening dresses, workwear, contemporary, denim, and preppy looks were shown, in men’s, women’s, and young adults. As each model walked the runway, JCPenney receipts were projected on a screen, showcasing the price of each item in an outfit and its total cost. The idea was to spotlight Penney’s value pricing and get the audience to shop. Also, QR codes on badges provided the guests with access to view online looks from the show as well as new spring arrivals. Forty-three outfits in all were shown, which Penney’s executives said cost a combined $8,710.74, less than a couture outfit from Paris, France. Hair and makeup were done by JCPenney salon and beauty experts, using brands like Shades by Shan, and Tous.
Everyone got a backstage pass, so after the show the models and Paris residents gathered under a tent for bites from local restaurants and bakeries, beauty touch-ups and closer looks at the fashions.
The event, called “The Other Paris Runway,” was part of the store’s “Yes, JCPenney” marketing launched a year ago, advocating that fashion can be accessible to everyone. “You’ll continue to see us be bold, declared, and confident about the fashion we have at the pricing we do,” Wlazlo said.
“I have a ton of respect for the fashion industry and what goes on in Europe with the fashion shows. But let’s be honest, our customer is not flying to Paris to see these shows,” said Wlazlo. “They’re not in the front rows and that clothing is not accessible to our customers. These fashion shows are incredible and people are inspired by them, but consumers feel left out of that whole thing. And so we put on a fashion show in Paris, Texas, to show tons of spring fashion. They all got front-row access and VIP badges, and went to the after party. We took all those elements of a Paris fashion show in Europe, and made it fun for the community. This is one of the things we’re doing to be part of the cultural conversation.”
Last spring, Penney’s staged its “Other Venice Wedding” in Venice, Calif., poking some fun at the lavish Jeff Bezos and Lauren Sanchez wedding in Venice, Italy.
Wlazlo said Paris, Texas — population 25,000 — was an ideal setting for the Penney’s show, to play off the capital of France, and because Texas is the retailer’s home state, where 72 Penney’s stores operate, including a few not far from Paris, Texas. “Penneys is such a part of the fabric of Texas,” Wlazlo said.
The JCPenney fashion show in Paris, Texas.
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