(3-10-13)
Why is everyone ganging up on JC Penney? (I mean, besides the fact that their finances are in uncertain times right now.) It seems that the articles I've read lately are trying to shame them for reinventing themselves.
I feel like we're in high school here. Historically, JC Penney has been the 'girl' that everyone avoided being seen with in the hallway. In the name of 'nerds' everywhere who ended up super cool, she too has a right to shed her unbecoming glasses and show just how beautiful she is. Hence, the new JCP.
Has anyone walked into a new JC Penney store lately? Whole different experience. It's almost blindingly bright in there, brilliantly colorful, and goshdarnit I liked it. You'll notice that the stores are set up to accentuate certain lines of clothing. It was a lovely experience. And you still get the same great prices. I'm not even close to a regular JCP shopper, but I'll probably go back sometime again this year, which totals more times than I've been to JCP in past years combined.
When's the last time you looked at a JCP Sunday mailer? Geez. What an upgrade for the eyes. Eye-popping colors, actual editorial concepts. No longer is it a game to see how many products can fit on a page. I dare you to count how many times it used to say "SALE!"
Have you noticed their beautiful TV commercials? They've been airing those comparison commercials that very easily identify that you can have the same type of look for a cheaper price. Not a new concept, but they're fun to watch, admit it. Then, there was the commercial that appeared at the Oscars called "Yours Truly," with a whole series to follow, which is a far cry from anything they've done before. Beautiful.
Many people i talk to simply have a hard time letting go of the JC Penney they've known while growing up. Unfortunately, they're not necessarily interested in adjusting their views. But that doesn't mean JCP made the wrong move by re-branding and re-exploring. It just might take a while to attract a new or wider audience. (Which is a problem because we're all really impatient. And I realize money is the ultimate motivator for impatience.) I just think we could all be a little bit kinder to JCP.