JC Penney's is having trouble in sales. New stores are branching out and old stores are rising up. Penney's is a has been store. Personally I have not shopped at Penney's since I was in middle school, and I only shopped there because my grandma took me there for sales. Over the years I haven't seen Penney's change. they have stayed the same large retail store as they always were. They haven't changed with time as any store normally would. I feel that in retail to stay up with the new generations you need to have a "signature thing" something that makes you different from with the other stores. Nordstrom's has excellent customer service, even though their prices are high they have the quality to back it up! Macys is similar to Penney's as in the fact they are rated around the same when talking about the store, they rate around the same to me. To get Penney's sales up, they need a hard core make over I would start with there market, then product, then logo. Market: They motto is all about low prices, sales, and discounts. They need to open there main target to high school teens and college students. Every one wants to be able to look good for low prices. However those target markets live on budgets. They are the ones who are super into fashion but may not have the bank account to back it up. Product: when I'm shopping in Penney's it takes me a very long time to find clothes that I find cute and reasonably priced. I think they either need to lower their prices or find new product. Also they need to make there layout of each department more detailed and organized. I feel really stressed when in that store because stuff is everywhere and employees aren't helpful when it comes to fashion, typically they do not have a good sense of fashion or helpful when trying to put an outfit together. When walking around the mall you want your logo and displays to pop. You don't want to be that store that people look at but never walk in. I think there logo has never changed since the day they opened and to me it wasn't cute then and isn't cute now. They need a more modern look and window display that catch the eye. Also I think they should try and reinvent them self's as JC's instead of people calling them Penny's. JC's sound more up to date and hip and Penney's sound like a grandma. CEO Ron Johnson promises a reinvention we will see if it get sought through. To do this I think they need to invest less in horrible one minute commercials and in Fashion professionals to come and redesign the product layout, interior designers for the floor plan and someone to train their employees a little something about fashion. These are some of Ron Johnsons ideas: "J.C. Penney store aisles will be widened by five feet to include activities and specialty foods. Parents will be able to enjoy Caribou coffee, have a specialty gelato, or check on sports scores at the café while their children can have fun at the Lego table or iPad table." "Johnson is focused on just three radical innovations: shops, streets, and square. Johnson’s goal is to have 100 shops within J.C. Penney by 2015. These shops—Sephora, Levi’s, Disney, and many more—will have the look and feel of those brands and the employees in those stores will be specially trained so they are knowledgeable about the products. In other words, each store will be a “pure” and authentic representation of the brand experience." You decide on which store you would shop at.
http://www.forbes.com/sites/carminegallo/2012/09/20/5-reasons-why-j-c-penneys-ron-johnson-will-reinvent-retail-again/
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