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JCPENNEY CATALOG FASHIONS KEEP PACE WITH THE ACTIVE 50-PLUS WOMAN

 JCPENNEY CATALOG FASHIONS KEEP PACE WITH THE ACTIVE 50-PLUS WOMAN
 DALLAS, Aug. 4 /PRNewswire/ -- Jane Fonda and Elizabeth Taylor are good examples of how the traditional image of the 50-plus woman has changed. Today's 50-plus women are working, playing golf and tennis, traveling and enjoying life in increasing numbers. Yet, many find their lifestyles are out-pacing their closets.
 Although equipped with the highest discretionary income of any age group, the 50-plus consumer often struggles to find "appropriate" clothing. Women in particular are searching for clothing that is both comfortable and fashionable.
 In 1984, JCPenney began researching a new catalog for active, older women and quickly learned that many women were frustrated. They were shopping for clothing with comfort, fit and reasonable prices but they were unable to find fashions of the quality or style they were seeking. Based on these findings, JCPenney introduced its Easy Dressing Fashions(TM) catalog collection in 1990. The sixth edition of the catalog was released last month.
 "Customer feedback, from a population that was largely ignored in the past, continues to drive the Easy Dressing Fashions(TM) catalog and is what prompted us to add more sizes, more casual attire and, in our latest catalog, national brands," said Chris O'Connell, manager of Special Market Catalogs for JCPenney. "Based on the enthusiastic response from our customers and from the women attending the recent American Association of Retired Persons convention, we feel we're on the right track."
 The 24-page Easy Dressing Fashions(TM) Fall/Winter catalog features traditional and more contemporary styles in solids and prints that are easily coordinated and accessorized. Offering a range of sporty and dressy apparel within an affordable price range, the catalog includes dresses, suits and separates.
 Some of the outfits are adapted from current JCPenney fashions but utilize a combination of "Easy Dressing" design features that simplify dressing and allow for a greater range of motion. For example, pants and skirts have full or partial elastic waists; none of the fashions feature back zippers or buttons; roomier armholes provide for easy access; sturdy fabric pull loops are sewn inside waistbands of some skirts and pants for greater ease in getting dressed; and most outfits are made from easy-wear, easy-care fabrics.
 For the 23.5 million women suffering from arthritis, some Easy Dressing Fashions(TM) feature VELCRO Brand Wavelok(R) fasteners, concealed beneath decorative buttons and fasteners. Wavelok holds like original VELCRO(R) but is lighter and softer for better draping when used with lightweight fabrics. Made in the USA, the VELCRO(R) fashions are easy to open yet stay closed securely.
 "The 50-plus consumer is one of the fastest growing segments of the population and we're interested in meeting their apparel needs," O'Connell continued. "In fact, because of the letters we've received, we'll be introducing easy-wear, easy-care fashions for men in our Spring/Summer 1993 catalog to be released in January."
 Easy Dressing Fashions(TM) are priced comparably to other JCPenney apparel and are available in misses, women's and misses petite sizes. Easy Dressing Fashions(TM) catalogs are free and available at any JCPenney Catalog Desk or they can be ordered by calling toll free to 1-800-222-6161.
 -0- 8/4/92
 /NOTE TO EDITORS: Catalogs, photos, slides, video and interviews available./
 /CONTACT: Jill Janicki of Temerlin McClain, 214-830-2659, for JCPenney/ CO: JCPenney ST: Texas IN: REA SU:


SM -- NYFFNS2 -- 6442 08/04/92 06:47 EDT
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Publication:PR Newswire
Date:Aug 4, 1992
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