Expert: Can J.C. Penney’s New Tactics Save the Brand?

Will the aging retailer’s new retail approach, which rolled out Feb. 1, help polish the tarnish from its brand?

Pitch

Will the aging retailer’s new retail approach, which rolled out Feb. 1, help polish the tarnish from its brand?

 

Expert

Debra Laverie; senior associate dean, Jerry S. Rawls professor and Minnie Stevens Piper professor; Rawls College of Business, (806) 834-3953, debbie.laverie@ttu.edu.

 

Talking Points 

  • J.C. Penney’s new head, Ron Johnson, who came up with the idea for the Genius Bar at Apple Stores, envisions a total face lift for the long-standing retailer.
  • The company hopes the new tactic will build brand equity in one of the oldest family-founded retail businesses in the US.

 

Quotes 

  • “J.C. Penney had become a place that had big sales up to three times a week. All of these sales had eroded the brand image and conditioned the consumers to only buy when there is a sale.”
  • “Hopefully, this fresh approach can polish the tarnish off the J.C. Penney brand.”
  • “GAP tried this after they messed up their core strategy and have never been able to regain original form.”