Can sex sell for JC Penney?
The struggling retailer partners with Cosmopolitan magazine on a new line of handbags, shoes and lingerie.
It's an unlikely partnership: Staid, floundering department store meets racy women's read. But JC Penney is trying to go from frumpy to fabulous. And hey, it's better than Sears' (SHLD) head-scratching decision to hook up with the Kardashian sisters.
The Cosmo line will feature sleepwear, lingerie, shoes and handbags. Shoes will cost as much as $95, reports the Los Angeles Times. Other items in the collection include leopard-print panties, satin robes and snakeskin-print purses.
Would a Cosmo reader shop at JC Penney? The company is certainly making moves to attract a broader audience, although its sales slump shows it still has a long way to go.
Fashionista notes that JC Penney's decision to hire Ellen Degeneres as its spokesperson -- a controversial move that angered some customers -- was actually smart because "her nerdy-hip image works" and she's viewed as trendy.
Penney also bought the Liz Claiborne label -- a more traditional strategy -- and has partnered with the likes of Nicole Miller, Charlotte Ronson, the Olsens and Bongo.
"To the observer, it looks like a random hodge podge of brands all thrown together into a retail salad," writes Fashionista's Cheryl Wischhover. "And convincing a generation who has grown up with really good fast fashion to shop at the same place where their grandmothers do is still going to be an uphill challenge."
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Was a time when JC Penny, Sears, Montgomery Ward each had a certain 'uniqueness'. They sold quality goods (In my kitchen is a microwave my parents bought when Penny sold appliances and my brother still uses a dehumidifier purchased in the 60's). And they provided good service. Now, every thing is made in other countries ... and most of it is junk. Why go to Sears or Penny's when the same junk can be had at WalMart or some Dollar store? Employees are dispirited; there is no pride in these jobs anymore. Minimum wage, insufficient hours to qualify for benefits ....
These silly marketing strategies are worthless. There is nothing unique about selling Kardashian/Cosmo/Miller/Martha Stewart ... it's all the same stuff made in some Chinese or Indonesian sweat shop.
Unless someone can figure out how to get manufacturing going again in this country, WalMart is our future.
When JCP hired their new CEO, they made the biggest mistake ever. JCP is not Bloomingdales and they sould not try to reach that socioeconomic class; they will not. So while they spent millions paying an off track, out of touch CEO who has no idea what it is to be low - middle income families, who built JCP. And now this out of touch CEO, is trying to snob the very population that is responsible for supporting JCP through the years. Get off your high horse (CEO) and think; this likes of those who supported JCP through the years are not going to support you trying to change JCP into some modern day upper class appeal store; this same group of people will not support Ellen Degeneres and her likes and any attempts you make in this direction will cause a revolt on you and your ideas. When I found out about JCP's May's catalog tactics to appeal to the likes of Ellen Degenres; I immediately returned the furniture i purchased from them and cancelled my JCP credit card. This is my stand against what they are trying to do and I do not have to accept it. I have not shopped at JCP since and I plan to keep it that way. BTW, I used to shop almost weekly at Penny's but there are too many options to be forced against my will
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