In hopes to accommodate the customers, Johnson is now reverting back to the "fair and square" pricing policy that JCPenney was founded on 110 years ago. The store now has everyday low pricing and sales that last a month, rather than a few days.
JCPenney also hired former employee from the 70s, Ellen DeGeneres as the spokesperson for the season. After much ridicule from the conservative group One Million Moms to choose another spokes person, JCPenney stood by its decision.
“One of my first jobs was at a jcpenney in Metairie, Louisiana. You know what – I don’t think I ever clocked out on my last day. I should look into that. Anyway, I’m so excited to be back working with the company,” said DeGeneres.
In association with hiring a celebrity spokesperson and its new pricing, JCPenney changed its logo and will attempt to transform its 1,100 stores into 100 "specialty shops". The store is also featuring more items by designers such as Liz Claiborne and Martha Stewart. Johnson's major goal is to re-brand JCPenney with an image that is modern and contemporary, fitting into the budgets of everyday Americans.
1 comment:
I think JcPenny's did the right thing by keeping Ellen. I like how she handeled the situation by bringing it up on her show.
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