NAME ANY winter fashion trend and Penneys will have incorporated it into its ever- expanding and recession-friendly repertoire, some of which was previewed in Dublin yesterday.
Whether the headings are heritage (glitter tweed jackets, tartans), preppy (boyfriend knits, skinny jeans), androgyny (masculine coats, monochrome trousers), opulence (quilted gold jackets, sequined skirts) or prints, Penneys puts its own affordable, fashionable spin on the season’s style options.
“Resistance is futile,” was one recent Twitter comment.
The company’s success continues apace internationally, with a new store opening in Pamplona on September 5th, bringing the number of outlets in Spain to 28, and with two more due to open in Austria later this year and a £15 million (€19 million) shop in Sunderland scheduled to open in December.
The expansion has brought considerable job creation. In Pamplona there were 4,000 applications for 100 jobs, which brings the number of employees in Spain alone to 4,200. Penneys has a total workforce of 40,000 in seven countries.
With more than 300,000 followers on Facebook, it enjoys huge popularity on the internet, despite not selling online.
The company’s widening global appeal lies in its ability to fast-forward emerging trends at lower price points than Zara or HM.
Yesterday, for example, a quilted gold brocade jacket was priced at €33, a white silk shirt was €15, a navy crombie coat was €35 and mid-heel burgundy suede ankle boots were €21, for a total of just over €100.
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