Its latest campaign, “Bend the Trend,” has an anti-bullying angle to it that aims to promote fashion-related compliments rather than the usual snark and (pardon the pun) dressing down.
“We know that kids are critical of each other,” Kirk Waidelich, senior vice president of marketing at JCPenney, told AdAge . “We want to spin that around and turn it into inspiration around compliments. Our goal is to generate a lot of positive energy around JCPenney and teens.”
The campaign will feature some YouTube stars that you probably haven’t heard of, including the Merrell Twins, the PrimroseMakeup girls, Josh Tryhane, Sierra Furtado, Paulina Cerrilina and Hunter March. If you have heard of them, well done.