J.C. Penney has been undergoing a makeover as of late. Since CEO Ron Johnson took over the helm in 2011, it has had a steady stream of bad press, with the latest being a lawsuit against Macy’s and worse than expected Q4 earnings released yesterday. But there is a silver lining in the department store’s very dark cloud.
Part of the revamp last year was to introduce new brands within the store such as a Levi’s denim bar and Sephora. Continuing on with that theme, and following in the steps of Target, the store will now introduce several pop-up shops dedicated to higher-end brands but with a J.C. Penney price-tag.
Brands include Joe Fresh, Cosabella Amore, a line designed exclusively for JCP by lingerie company Cosabella, and diffusion line Pearl, by Georgina Chapman of Marchesa. These companies and more will all be featured in their own independent shop space with their own design aesthetic within the department store. Said Johnson:
We want to become famous for irresistible style at incredible value every day. By introducing these exciting brands at truly affordable prices, we are making it easier for customers to look and live better every day.
The company began introducing the new brands through a series of ads on Oscar night 2013, with the format of an open letter telling people:
Dear daydream, dear lingerie, dear starry-eyed, dear America, you deserve to look better, yours truly, J.C. Penney.
All the boutique brands are available online, and will come into stores at a staggered rate for spring.
Check out the ad featuring the new J.C. Penney below: