Highlights Beautiful and Affordable Exclusive Designs from Nicole Miller, Michele Bohbot, Allen B. Schwartz, and Charlotte Ronson – at Smart, Affordable Prices

Online Experience Puts Customers Front and Center to View Collections
From Today’s Top Designers

PLANO, Texas (Feb. 23, 2009) – Bringing the excitement and trendsetting styles of today’s fashion world to the fingertips of jcpenney customers, J. C. Penney Company, Inc. (NYSE: JCP) has once again demonstrated its leadership in the online retail space with the launch of an interactive, fully-integrated, virtual runway show on jcp.com. Showcasing spring styles from the Company’s compelling selection of affordable, exclusive designer brands – including nicole by Nicole Miller, Bisou Bisou by Michele Bohbot, as well as new designer collections, ALLEN B. by Allen B. Schwartz and I “Heart” Ronson by Charlotte Ronson – the online experience puts the jcpenney customer front and center of today’s hottest runway show, complete with high-energy music and 360 degree views of models in “head-to-toe” looks from each collection. As part of the experience, customers are also invited to “Meet Our Designers” where via video vignettes jcpenney’s design partners share the inspiration behind their new collections along with their personal point-of-view on upcoming styles for spring.

“As an important part of our digital platform, jcp.com is a key vehicle for engaging our customers with the jcpenney brand,” said Mike Boylson, chief marketing officer for jcpenney. “With more than 800,000 women visiting jcp.com each week, this innovative online experience showcasing our portfolio of authentic, world-class designers provides yet another opportunity to show our customers that we are stepping up our style, delivering the latest, trend-setting looks with the quality they expect and at the prices they love.”

The experience comes on the heels of extensive customer research conducted by jcpenney indicating that customers were seeking an online experience that would provide a real-world look at the fit and feel of clothing. The research also indicated customers were seeking inspiration for new styles from trusted fashion authorities they could feel confident wearing. Based on this research, women shopping jcpenney’s exclusive designer brands on jcp.com will now find a one-of-a-kind online experience featuring:

• Walk the Runway: Models walking the virtual runway showcase a diverse array of “head-to-toe” looks from jcpenney’s exclusive designer brands. To make online shopping easy, the “head-to-toe” looks are categorized by the latest spring trends: maxi lengths, floral, frill seekers (ruffles), boyfriend fits and cardigan. Customers can also view the outfits by designer, by model or all at once.

• Explore the Latest Looks: New interactive features enable customers to view and easily purchase the complete “head-to-toe” looks from each collection. Along with product details, each look offers a 360 degree view that enables customers to pause the image, rotate or zoom in and out for a more detailed view. Customers can also easily e-mail the look to a friend, mark a look as a “favorite,” and check to see if the merchandise is available at their local store.

• Meet Our Designers: Video vignettes give customers a behind-the-scenes look at jcpenney’s exclusive designers, as they share the inspiration behind their new collections along with their personal point-of-view on upcoming styles for spring. Customers can also read bios on the designers and view the broadcast commercials from each of their spring marketing campaigns.

The launch is supported by an e-mail campaign targeting 15 million customers directing them to the online experience on jcp.com, along with a direct mail piece to customers that complements the online experience with the same “head-to-toe” looks, trends and background on the designers. Customers can find a link to the online experience from the jcp.com homepage and can expect to see it refreshed with new merchandise several times throughout the year.

About jcpenney’s Featured Exclusive Designer Brands:

? nicole by Nicole Miller – nicole by Nicole Miller® is a dressy casual collection created for the modern woman’s multi-faceted lifestyles. The brand, which launched in spring 2005, reflects Nicole Miller’s interpretation of classic American style with her signature feminine, flirty and fun touches, providing a versatile wardrobe that moves easily from the office to weekends to an evening out. The nicole by Nicole Miller collection offers sportswear items ranging from $42 to $52 for tops and blouses, $48 to $54 for pants and skirts and $70 to $80 for dresses.

? Bisou Bisou – Created by designer Michele Bohbot, Bisou Bisou® provides women a complete wardrobe of the latest runway interpretations. The brand offers style, fabrication and details, allowing the trendy customer to explore and mix different fashion elements into her own distinctive style. Bisou Bisou, which launched at jcpenney in spring 2003, offers sportswear items ranging from $22 to $44 for tops and blouses, $36 to $44 for pants and skirts and dresses ranging from $70 to $80.

? ALLEN B. – Recently launched this spring, ALLEN B. was created exclusively for jcpenney by “master of trend” Allen B. Schwartz, and features a complete women’s fashion sportswear and dress collection for the trendy lifestyle customer. With its casual chic and cool California vibe, the vivid and colorful collection includes tees, knit tops, blouses, sweaters, pants, jeans and jackets, along with an array of dresses for day and night, delivering looks that are ageless, season-less and effortless. The new ALLEN B. collection offers sportswear items ranging from $30 for a tee to $72 for a jacket and dresses ranging from $70 to $80.

? I “Heart” Ronson – Recently launched this spring, I “Heart” Ronson was created by internationally renowned designer Charlotte Ronson exclusively for jcpenney’s trendy lifestyle customer. The collection combines Ronson’s signature feminine sensibility with a vintage aesthetic to create an effortlessly chic style, fresh off the street. The fun and flirty yet sophisticated collection features a complete sportswear line with tees, knit tops, blouses, sweaters, jeans, skirts, dresses and jackets. The new I “Heart” Ronson collection offers sportswear items ranging from $15 for layering tees and tanks to $26 to $44 for tops, sweaters and jeans and $40 to $65 for dresses and jackets.

For further information contact:

jcpenney Corporate Communications (business and trade inquiries)
Rebecca Winter, Quinton Crenshaw or Kate Parkhouse; 972-431-3400; jcpcorpcomm@jcpenney.com

jcpenney Brand Publicity (fashion and lifestyle inquiries)
Merianne Roth; 972-431-2317; mroth4@jcpenney.com
Kelly Fordyce; 972-431-8998; kfordyce@jcpenney.com

About jcpenney
jcpenney is one of America's leading retailers, operating 1,093 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, jcpenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2007 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is jcpenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's 155,000 associates to offer encouragement, provide ideas and inspire customers every time they shop with jcpenney.

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