Despite a poor performance with the first half of its brand renewal strategy, J.C. Penneys is pushing forward with stage two of its overhaul: creating store-within-a-stores for specific brands, according to Women’s Wear Daily.
The chain will add IZOD shops to 600 stores, starting in the fall.
No word if York County’s two J.C. Penney locations (at the York Galleria and North Hanover Mall) are on the list of stores scheduled for an upgrade.
However, I’m not sure this will save J.C. Penneys from its recent woes.
Back in November, I talked with Bill Hayward from Marketing Works in Springettsbury Township about Bon-Ton’s initiatives to rebrand itself. He said that many department stores like Penneys and Bon-Ton are struggling to reinvent themselves and attract new customers:
“It’s a store category issue — the traditional department store has slipped into this middle ground where they don’t have a niche,” he said.
And polos – the classic IZOD product – aren’t exactly creating a niche. Land’s End’s at Sears, Lacoste and Aeropostale, to name just a few, are all popular lines that have a focus on polos – leaving J.C. Penneys in a crowded market where they’re already struggling.
I think a good strategy may be to get a celebrity to create a line exclusively for the chain – or partner with a high-end line to create an “affordable line,” like Target did with Missoni. That might bring the excitement and attention J.C. Penneys needs.
What lines would you like to see at your local J.C. Penneys?