J.C. Penney struts it

J.C. Penney is starting the spring season off right by placing its online shoppers front and center at an interactive, virtual fashion runway show. Jcp.com is bringing styles from its exclusive designer brands to life by creating an engaging Web experience, complete with high-energy music and 360-degree views of models in looks from each collection.

After logging onto the runway at jcp.com, models appear on the screen sporting different looks, which are categorized by the latest spring trends: maxi lengths, floral, "frill" seekers (ruffles), boyfriend fits and cardigan. Shoppers can also view the outfits by designer or model, or all at once.

Along with product details, each look offers a 360-degree view that enables customers to pause the image, rotate or zoom in and out for a more detailed view. Customers can also easily e-mail the look to a friend, mark a look as a “favorite,” and check to see if the merchandise is available at their local store. As part of the experience, customers are also invited to “Meet Our Designers” where -- via video vignettes -- J.C. Penney’s design partners share the inspiration behind their new collections along with their personal point-of-view on upcoming styles for spring.

The idea of virtual models walking onto the screen is not new, but jcp.com takes it to the next level by billing it as a fashion show. This is smart: J.C. Penney is creating the feeling that this is the hottest ticket in e-town.

The Web feature comes on the heels of extensive customer research conducted by J.C. Penney that indicated customers were seeking an online experience that would provide a real-world look at the fit and feel of clothing. The research also indicated customers were seeking inspiration for new styles from trusted fashion authorities they could feel confident wearing.

The launch is supported by an e-mail campaign targeting 15 million customers directing them to the online experience on jcp.com, along with a direct-mail piece to customers that complements its Web experience. Customers can find a link to the virtual runway from the jcp.com homepage and can expect to see it refreshed with new merchandise several times throughout the year.