Retailing is a tough business. It can take years for a retailer to establish a credible
brand image or positioning in the marketplace, only to discover than image is suddenly passé. According to
The Wall Street Journal (paid subscription required,) J.C. Penny is hoping to recover from their long-standing image slump with the
largest marketing campaign in the company’s 103 year history. The campaign begins in March with a so-called “pop-up” or temporary store in New York’s Times Square to highlight updated apparel and home-furnishing brands. "We're trying to motivate new customers, and show that we're now more relevant," says Penney Chief Executive Myron "Mike" Ullman. "If you haven't been here in awhile, we want you to know that something's changed." Penny will also advertise on the Academy Awards and purchase print spreads in fashion magazines including
Vogue and
Cosmopolitan.
Marketing Blurb believes it will be difficult to reposition the Penny brand, but wishes the company well.
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