JCPenney made a leadership update to its merchandising team in September, naming industry veteran Khristene Son as its new senior vice president, trend, brand, design. Son brings a creative voice with decades of brand and design experience in retail and fashion at a time when JCPenney is searching for new ways to connect with modern consumers.

JCPenney ranks No. 37 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American e-retailers by online sales. There, JCPenney is categorized as an Apparel & Accessories retailer.

JCPenney’s new brand and design hire

Khristene Son, senior vice president, trend, brand, design at JCPenney | Image credit: JCPenney

Son officially joined JCPenney on Sept. 9 and will report to Michelle Wlazlo, the chief merchandising and supply chain officer at the retailer. In an emailed statement, a spokesperson for the company said that her “extensive design background that supports JCPenney’s mission and strategy” made her a fit for the brand’s needs.

“Her experience designing and cultivating iconic brands allows her to bring a unique perspective to our merchandising strategy,” the spokesperson stated.

That set of experience includes 25 years of creative and business work. Her most recent role was at Ugg under Deckers Brands, where Son was vice president of design, apparel and accessories. She also held senior positions at Charlotte Russe and Old Navy.

Son’s JCPenney brand and design role

“Khristene’s role will encompass a wide variety of merchandise collections for JCPenney,” the spokesperson said.

JCPenney has partnered with celebrity influencers in the past, launching special collections catering to online fanbases. Most recently, at New York Fashion Week, it debuted a line of apparel for women in wheelchairs with disabled writer and athlete Jamie Perry. The merchandise lines Son works with will focus in part on a common mission of fashion accessibility.

“Serving America’s diverse, working families remains at the heart of what we do, and our merchandising priorities are focused on products and services that support this mission,” the JCPenney spokesperson told Digital Commerce 360. “We know that fashion is important to our customer, and JCPenney is committed to making fashion truly accessible so customers do not have to make compromises when it comes to fashion, quality and value.”

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