JCPenney’s new store format includes fitness classes, smart dressing rooms

JCPenney has unveiled a new format store that will include instructor-led fitness classes and lifestyle workshops to show how to do a smokey eye or other beauty trends.

The new store format, starting at a Texas location, includes smart dressing rooms, fitness classes and artwork that comes to life.

As shopping habits change, retailers have been working to make shopping more experiential and convenient.

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“(Customers) told us that they want a retailer that reflects their lives, makes them feel good about themselves, is fun to shop and truly understands the important moments in their lives, big and small,” said JCPenney CEO Jill Soltau.

New dressing room technology will also transform some into “The Styling Rooms” that are equipped with technology to help get new sizes and colors without leaving the fitting room. There will also be style experts who can make outfit suggestions.

The new format also includes kid’s zones where children can see artwork come to life and participate in events, lounges with charging stations and a coffee shop.


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