Dive Brief:
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J.C. Penney has announced a collaboration with Time Inc. publication InStyle to revamp its salons as “The Salon by InStyle.”
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The retailer is working on 15 salons in Chicago, Dallas, Miami, and Los Angeles this summer, and will launch a larger rollout in 2016.
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J.C. Penney has also collaborated with Condé Nast magazine Modern Bride to co-brand its bridal accessories line, and has an in-store collaboration with Sephora.
Dive Insight:
J.C. Penney already operates salons in many of its stores, and this revamp could bring in more people — which is essentially the point. Macy’s, with its announcement this week of its acquisition of high-end beauty and spa retailer Bluemercury, is similarly contemplating incorporating salon services into its Macy’s and Bloomingdale’s stores.
While some are questioning the move, it is a way to offer a more well-rounded “customer experience” and a reason for customers to keep shopping in stores, for longer.
