The New JCPenney To Take Center Stage

Feb 24, 2004
George Anderson

By George Anderson

The plan at JCPenney is to recast the department store’s image in the minds of younger consumers and that’s why the retailer is spending $8.25 million on five new commercials
to air during the broadcast of this year’s Academy Awards.

The promotional efforts will include an on-air sweepstakes giveaway of $100,000 plus a trip to next year’s Oscars presentation.

The retailer’s chief marketing officer, Mike Boylson, told the New York Daily News, “This is absolutely the kick-off of a renewed effort to change the perception of JCPenney.
The hope is that we entice contemporary women who haven’t shopped at our stores before.”

Moderator’s Comment: Is the new JCPenney decidedly different than the old one? Does the
retailer have the marketing creativity and muscle to attract contemporary women who haven’t shopped in its stores?

The official line at JCPenney is the company has been in the process of fixing itself since Allen Questrom took over the company in 2000. Now that it is
fixed, having closed some stores, remodeled others and modernizing its merchandise mix and presentation, the retailer is ready for a coming-out party.

Anderson – Moderator

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