Jcpenney Analysis

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MKTG 435
JCPenney Rebranding Assignment

Before their re-branding efforts JCP was perceived to be a low quality and low cost department store. Their core target consumers were mainly working or middle class suburban women. These women were predominantly stay at home or full time working mothers. They were able to buy brand named clothing, accessories, and home decor, for themselves, their husbands, and their kids, in one convenient location for a low price. Majority of these women were able to find deals and coupons through the daily newspaper. The JCP brand embodied a sincere type personality. Their stores used warm but bland color schemes and had a familiar and friendly environment After the re-branding, JCP has moved from a low cost and low quality store to a high quality and low cost department store. They have been trying to embody a more exciting and sophisticated personality. Many of their ads use younger models that are very animated and lively. These ads also include bright colors along with more upbeat music. Last January JCP also announced Ellen DeGeneres as the new spokesperson for the brand in hopes of having her bubbly, likeable, and fun personality as the characteristics that would also be associated with their brand. The layout of the stores has also been designed to demonstrate a more sophisticated look. The store floor has been outlined to group the products by their brands in a way that looks like boutique sections. They have also upgraded the lighting fixtures and displays to make the store more visually appealing.

JCP is still very family oriented, but is modernizing their target family. JPC’s new target market is younger, upper to middle class, modern parents and adults. The most recent JPC commercials have a very future retro type theme to them. They follow multiple culturally diverse families and couples in their lively day to day activities. These activities include camping, playing in the park, attending a wedding, even...
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