US-based department store chain JCPenney has revamped its brand, Arizona Jean, with new teen-inspired fashions.

This move by the company is in line with the back-to-school season and is aimed at helping teens and kids to find relevant styles for the season.

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The brand revamp is based on insights gathered from teen shoppers relating to thoughts and opinions on fashion trends over the past year.

To refresh its heritage denim brand, the retailer expanded the collection with fast-fashion pieces, enhanced in-store presentation and introduced social channels focused on engaging teens.

The retailer also introduced a new logo to the brand with updated lifestyle graphics and signage. It has also updated mannequin displays with top trends across multiple product categories in one place.

“We’re really emphasising the teen shopper in this brand refresh because we know that once the teen embraces Arizona, her younger siblings and mom will follow.”

The juniors apparel section features tops, jeans, shoes, handbags, accessories and fashion jewellery from the Arizona brand with a focus on teens.

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JCPenney senior vice-president and merchandising head Jodie Johnson said: “Back-to-school is one of the most important times of the year for retail and JCPenney is ready to win this season with our popular Arizona brand.

“One in three JCPenney customers buys Arizona, making it our largest private brand and a key traffic driver.

“We’re really emphasising the teen shopper in this brand refresh because we know that once the teen embraces Arizona, her younger siblings and mom will follow.

“With exciting updates to Arizona, along with our new partnership with Brooklyn and Bailey, we are elevating our credibility with teens as a destination for fashionable looks at a great price.”