JCPenney Ups Its Fashion Game by Talking Directly to Teens

Arizona Teen Focus Groups

Arizona Jean Co. has always been known for trend-right denim in a variety of washes, fits and sizes but for back to school, we wanted to up our game by bringing in more fashion that truly inspired a younger generation of shoppers. Over the past year, we began conducting focus group meetings with real teens to get their thoughts on product samples, what they wear to school, what they wear on the weekends, what trends are popular with their friends and what they want to see when shopping.

Thanks in part to our faster production timeline, our talented in-house design team is quickly able to make changes to our Arizona assortment based on ongoing, real-time feedback. As a result of input from the teen focus groups, we added clean (not destructed) denim skirts, more high-waist jeans, more relaxed v-neck tees and less screen prints on tees and sweatshirts. We learned that Gen Z shoppers want simple designs, better fabrications and more color choices.

Check out our video below for a behind-the-scenes look at our teen focus groups and learn more about the remix that has taken Arizona fashion to a whole new state.