2006: J.C. Penney Co., the third-largest U.S. department-store company, is adding private-label brands in clothing and furniture as it seeks to win middle-income shoppers.
In addition the company is planning extensions of existing brands as well. It will introduce the Miss Bisou clothing collection for juniors this spring. And who else to be featured in the Miss Bisou ADs but Rihanna. The talented songtress appears in the spring 2006 advertisment of Miss Bisou. The press revealed that the Def Jam artist will also be paid by JC Penny clothing chain to endorse its Bisou jeans line.
Miss Bisou is a designer junior brand for the girl who always wants to be paparazzi ready. It is a collection that speaks to all young customers who are always searching for the latest trends and styles to fit their tastes and their pocketbook.