Cosmopolitan, jcpenney Partner in Clothing Line
Cosmo-branded lingerie and accessories to be sold online and in 600 stores.
You can now get your Cosmo at jcpenneyânot the magazine though, the clothing line.
The Cosmopolitan Collection, a new brand of lingerie, sleepwear and accessories inspired by the worldâs top-selling womenâs magazine, went on sale this weekend at jcpenneyâs 600-plus retailers across the country and on jcp.com.
The launch culminates a two-year collaborative process between the companies that began with discussions between recently-departed Cosmopolitan editor-in-chief Kate White and former jcpenney CEO Mike Ullman in November of 2010.
â[Itâs] the brand coming to life in a fashion realm,â says Susan Schulz, Cosmoâs editorial brand director. âThe process has been very smooth. Everybody, I think, in the beginning was a little nervous. I donât know that itâs ever really been done before that a magazine would have this much input.â
Cosmo will play a role in marketing and promotion of the line through traditional ad placements, as well as content integration.
A slideshow featured on the Cosmopolitan.com front page Thursday allows readers to link to a story about the product launch and includes an option to purchase the clothing from jcp.com.
âOne of my main jobs as we move forward is finding ways to integrate the product,â Schulz says. âHow to promote the product in an organic way that makes sense for our reader. We know she doesnât want to be clobbered with it, she doesnât want to be getting a message about the Cosmo Collection every five seconds.â
âBut where it does make sense to her, we want to be able to tell her, âLook at these new shoes. Theyâre in store now. We think youâre going to love them.â â
The product launch is the first of its kind for Cosmopolitan, which attracts more than 18 million print readers and 8.5 unique monthly visitors. The company has participated in collaborative media projects with Sterling Books and YouTube, however.
jcpenney also signed a licensing deal with Martha Stewart Living Omnimedia [MSLO] in December of 2011. That agreement calls for a line of MSLO products to be sold online and in retail outlets that will be constructed within most jcpenney stores by February 2013. jcpenney also invested $38.5 million in MSLO in the deal.