Jcp Turn Around

J C Penny strives to Turnaround the Company through the return to Private brands like ST Johns Bay, and jcp home.

Mark Lennihan

J. C. Penney Company, Inc. is a chain of American made mid-range department store based in Plano, Texas that operates 1,107 department stores in all 50 U.S. states and Puerto Rico, and previously operated a catalog business and several discount outlets. In addition to selling conventional merchandise, JCPenney stores often house several leased departments such as Sephora, Seattle's Best Coffee, optical centers, portrait studios, and jewelry repair. (J.C. Penny, 2013)J.C. Penny is a household name that most Americans are familiar with through their catalog sales and ship to home stores and has fallen on hard times enough to lay off 2,000 workers and close 33 doors. In 1983 the company closed their auto and hardware departments in an effort to save money but has had to stop their catalog division and has had to increase revenue J. C. Penny has had to change their stores to compete with specialty shops in the malls

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In the year 2007, JCPenney launched the Ambrielle lingerie label along with the re-introduction of cosmetics that coincided along with the joiming of the Sephora "stores-within-a-store" inside some J. C. Penney locations. “Beginning in 2007 the store slogan changed from "It's All Inside" to "Every Day Matters"; the new slogan and associated ad campaign was launched in television commercials during the 79th Academy Awards in late February 2007.” (REUTERS, 2014) J. C. Penny has had to do an assessment of the competition and has had to reinvent the store to be able to compete in today’s global economy where shoppers are looking for a good brand but are still label conscience.

JCPenney stores used to be located in suburban shopping malls and downtown areas and as the large shopping mall became more popular in the latter half of the 20th century, JCPenney followed the trend by relocating and developing stores to anchor...