jcpenney Helps Teens in Need Rock Their Prom

PLANO, Texas, March 11, 2011 /PRNewswire/ -- As America's leading shopping destination for prom, jcpenney is helping teens in need by urging its customers to donate their gently worn prom dresses at one of over 1,100 jcpenney stores nationwide from March 13 – April 2. The jcpenney prom dress donation campaign, "Wear it, Rock it, Give it," encourages teens to bring in a gently worn prom or special occasion dress and receive a 20 percent off coupon on any regular or sale priced prom dress redeemable at jcpenney or jcp.com. All dress donations will benefit a local afterschool charity, which will be distributed to underprivileged teen girls in the community following the campaign.

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"For a teenage girl, prom night is her opportunity to make a personal fashion statement with a dress that makes her look as good as she feels. Unfortunately, there are many girls who do not get the chance to shine because they are unable to afford a dress," said Liz Sweney, co-chief merchant for jcpenney. "By leveraging our national presence, we are making it easy for teens to pass on dresses that have likely been worn once so that more girls can experience the fun and glamour of their high school prom."

Following the success of a prom dress donation campaign in select jcpenney stores last year, the Company expanded its support for the cause this year by including every store to be a prom dress donation point through April 2. Each store will have a designated "donation closet," where associates will collect prom dresses of any size, length and style during the three-week donation period.

About J. C. Penney Company, Inc.

J. C. Penney Company, Inc., one of America's leading retailers, operates over 1,100 jcpenney department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com. Serving more than half of America's families each year, the jcpenney brand offers a wide array of private, exclusive and national brands which reflect the Company's vision to be America's shopping destination for discovering great styles at compelling prices. Traded as "JCP" on the New York Stock Exchange, the $17.8 billion retailer is transforming its organization to support its Long Range Plan strategies to build a sustainable, profitable enterprise that serves its customers, engages its associates and rewards its shareholders. For more information visit, www.jcpenney.net.

jcpenney media contact:

Daphne Avila; 972-431-3400; [email protected]

SOURCE jcpenney

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