Jcpenney

Tristan Mortensen

02/08/11

English Comp 1020

JCPenney

JCPenney has become a department store with a reputation as a place to shop for sales, but recently the company has shifted its focus to a more stylish approach. Adding several new clothing lines, home furniture and accessories lines, and new cosmetics department, JCPenney is focusing on its image as a major department store. Under the charge of new CEO Myron E. Ullman III the former executive at both R. H. Macy & Company and the French luxury goods company LVMH Moët Hennessy Louis Vuitton SA. Castagna. Ullman has done quite a bit in his time with JCPenney to bring about a new image for the company.

Looking at an ad in The Denver Post, the appeal to bargain shoppers is still apparent. When folded inside the paper the largest and most noticeable writing is the 80%, which catches the attention quickly of anyone breezing through the Denver Post. Not only does the 80% off, which is a huge discount, grab any reader’s attention but also the size of the numbers makes this ad almost impossible to miss. Flipping the ad over and the appeal towards women is clear. A picture of a woman in her twenties, wearing modest yet stylish clothes, is adjacent to the words “Super-Hot Buys”. “Clearance,” “Hot Buys,” and “Markdowns” are common phrases across the ad. Low prices are found in the corner of each image of the products displayed. The fact that this ad is in a newspaper might be the reason the ad is aimed at bargain shoppers.

A look at the website reveals a different feel all together. Although discounts are visible the focus seems more sophisticated. The website is very clear and easy to use. Most of the images are still appealing towards the main demographic. The colors and use of brand names is obviously aimed at women. The first model that is seen on the home page is a stylish looking woman. Most of the products that are advertised are things that most likely the wives or mothers would be in charge of. Things...