I have been keeping an eye on the re-branding of JCP the past several months and this morning I noticed that their stock price, market share and positioning is taking some heat in the news. Apparently the re-branding efforts are not paying off yet, and that has some worried.
I don’t intend to get into the stock price, but I will say, that if JCP wanted to stay alive, or at least be relevant – they had to do something. Doing nothing seemed sure death.
With this in mind, I thought I would share a pdf of my observations on some of their re-branding efforts, which I personally applaud. And I say, give it time. With all of us going to on-line shopping practices it begs the question – will our kids laugh at the idea of going to a store?
If there is a future for on-site, in-store, traditional retail shopping , then JCP may have just stepped up their game enough to be relevant again.
Their goal it appears -is to attract the new, younger, hipper, digital shopping generation – but may be coming at the cost of losing some of the traditional shopper.
Maybe that is the point.
Whatever the case may be, they are going for it.
John Ayers 