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J.C. Penney aftermost anniversary launched Artesia, a new clandestine characterization boho accoutrement band for women, in time for fall.

The accumulating includes adornment cardigans and dusters, barbarian blouses and acme with tiered flounces that accept bohemian capacity like agitate sleeves, lace, tassels and fringe, according to a aggregation columnist release. Items are priced beneath $30 each.

The banker is announcement the new characterization in its women’s abatement appearance mailer this ages and through its email, amusing and agenda business channels, according to the release.

Perfected by Free People and abetted by the advancing address of styles apparent anniversary summer at the massive Coachella music festival, boho chic continues to agency in abounding designers’ styles from home adornment to babyish items.

But boho is begin best of all in women’s apparel, and few retailers accept alone to action the flowing, bizarre elements of the hippie style. Penney is alone the latest, allotment of its accomplishment to balance from the adverse women’s accoutrement sales of aftermost year. The aggregation attempted a desperate displace and swept abroad abundant of its women’s inventory as it warned of a analytical sales slump in the third quarter. The aggregation bankrupt out the year with a shakeup in its controlling offices, letting go of longtime arch merchant John Tighe and axing his position.

The beyond of boho fashion may accomplish the new Artesia band a safe bet, but with so abounding added retailers alms agnate styles, there’s no agreement that Penney will be able to allure shoppers into its stores. The move follows the trend this year of retailers accretion their clandestine characterization portfolios in adjustment to differentiate themselves from rivals, “fill commodity voids and attain beyond margins,” Jane Hali, CEO of advance analysis close Jane Hali & Associates, told Retail Dive in an email, acquainted that off-price banker Saks Off 5th afresh alien a abiding of men’s and women’s clandestine brands and that Target has alien added than a dozen new endemic brands in the accomplished year. 

“Boho is still allotment of the appearance landscape, with advanced leg trousers, amphibian skirts and dresses, flared sleeves and absolute wraps,” she said, but acclaimed that JHA analysts don’t see “this band absolutely affecting the top line.”

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