Our strategy, in total, revolves around continuing to fulfill the customer's expectations for value, selection, and convenience: value in terms of the right combination of quality, fashion, and price; selection among recognized national brands and our own exceptional private brands; and the convenience of shopping a store or ordering through a catalog.

JCPenney private brands represent one of the most outstanding values in the department store marketplace today. While national brands are an important part of our merchandise strategy and account for about 60 per cent of our apparel sales, our private brand program is our competitive advantage. Our strategy with regard to private brands is to offer a comparable product to the better-known department stores, but at a better price.
JC Penney’s Corporate Internet Web site