Are Florals and Block Heels Enough to Reverse Sliding Sales at JC Penney?


Not immune to the malaise facing department stores, JC Penney is turning to spring style to revive sales. On Monday, the Plano, Texas-based chain will debut a spring-focused marketing campaign that centers around style for both apparel and the home. The new work introduces “Priced to Buy, Guaranteed to Love,” phrasing that will continue to be used with the retailer’s year-old tagline “Get Your Penney’s Worth” throughout the remainder of the year.

Though the chain returned to profitability last year, JC Penney saw same-store sales fall 0.7% in the crucial fourth-quarter holiday period. Net sales fell 0.9% to $3.96 billion. To reverse the slide, JC Penney plans to close as much as 14% of its store fleet, or 140 of its more than 1,000 stores. The list of closures will be announced later this month. In the months ahead, JC Penney plans to expand its new categories like toys and appliances, while continuing to focus on growing demand for footwear and plus-size.

The latter category will be included in the forthcoming effort, which will reinforce messaging around all body shapes and sizes, said Sheeba Philip, VP-marketing, strategy and communications.

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