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J.C. Penney revamps Arizona private label for back-to-school

Tonya Garcia

MARKET PULSE J.C. Penney Co. Inc. (jcp) said Thursday that it has revamped the Arizona brand, the company's biggest private label, in time for the back-to-school selling season. The department store retailer said it gathered feedback from teen focus groups and used the information for its denim, redesigned the store presentation, partnered with teen influencers Brooklyn and Bailey McKnight, and launched new social media channels to reach teens.