JC Penney Rebrands For Success


In their third attempt to reinvent a classic American brand, JC Penney has forged a new approach in all of their communications.  As for the company’s new red-white-and-blue logo, the new brand image evokes our nation’s flag and promises a commitment to treating customers “Fair and Square”. The square frame imagery is prominent  throughout all of the company’s marketing to remind customers to frame the things they love.

Needless to say, it’s critically important that the company solidify it’s relationship with decades of loyal customers while appearing new enough to attract new brand fans.  To help do this, the company will begin delivering millions of copies of its new monthly book, including nearly 100 pages of highlights for that month.  JC Penney stores across the nation will undergo a complete overhaul of in store signage and retail presentations.

The company’s president Michael Francis notes some important aspects of this critically important brand relaunch:

“We are redefining the JC Penney brand so we become a store for all Americans, by offering an experience they cannot get anywhere else. This will start by freeing consumers from the barrage of promotions and undifferentiated shopping experiences they have become used to and replacing it with something entirely fresh and new that is evident in every aspect of our store – new brands, new marketing, unique attractions, and much more. Beginning on February 1, our customers will see immediate changes that give a sense of how we will transform JC Penney over the next four years. It will be a breath of much-needed fresh air and give them reasons to visit JC Penney more often than ever before. Our objective is to make our customers love to shop again and across JC Penney, we’re very excited about the changes to come.”

In what could only be considered a brilliant move, the retail giant aligned itself with an intensely popular celebrity that reaches a younger, female demographic – Ellen DeGeneres:

Beyond a series of light-hearted spots, the brand focuses its efforts on providing value again to its consumer base.  The promise of “Fair and Square” has become the company’s brand promise – reflected in every aspect of their marketing.  While the promise is more than serious, the approach has been fun and engaging – putting a truly new spin on an old retail brand.

Beginning this August, the company will begin a month-by-month, shop-by-shop strategy to update all stores with new and exciting merchandise and presentation. Two to three shops will be installed monthly, each and every month, over a four-year transformation period, including the debut of “Town Square” during 2013. All of these re-branding initiatives will  complete the company’s physical transformation by the end of 2015.

Response to JC Penny’s new brand position has been largely popular…but what do you think about it?  Will it create the kind of interest to reshape your thinking about the brand, and get you to give it a try again?

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