Part of J.C. Penney's (JCP -0.4%) reinvention of itself is courting the estimated 16M gay and...

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SanDiegoNonSurfer Comments (2030)
 
This is something that often gets overlooked. The gay community tends to be a higher income group. Additionally, while some gay couples do have children (either from a prior heterosexual relationship, via adoption, or other means) there are fewer dependents on average, which means more disposable income.
9 Jul 2012, 10:45 AM Reply Like

Tony Petroski Comments (6373)
 
This is a canny move by JCP as gay and lesbian couples are the only demographic in America willing to marry and set up households.

On the other hand, aren't we gayed-out? The pet rock had only a limited run. And they risk turning off all those bigots who bitterly cling to an institution that had a pretty good 10,000-year run.

Oh well, it's a challenging time for a brick-and-mortar retailer.
9 Jul 2012, 02:21 PM Reply Like

ucsb1980 Comments (2)
 
JC Penney seems to be intent on changing their target market but are they doing it at the cost of some?

http://bit.ly/NjbWpL
10 Jul 2012, 01:26 PM Reply Like

modanco Comments (32)
 
And we target the gay/lesbian people how?
I'm neither gay or a lesbian.
• Does a gay/lesbian person wear different T-shirts than I do?
• Does a gay/lesbian person wear different underwear than I do?
• Does a gay/lesbian person wear different suits than I do?
• Does a gay/lesbian person use different toasters than I do?
• Does a gay/lesbian person wear different shoes than I do?
etc. etc. etc. etc.
Why can't there just be "advertising"? Can't we all just live together in peace without distinguishing between gay/lesbian and heterosexual?
7 Aug 2012, 09:17 AM Reply Like

SanDiegoNonSurfer Comments (2030)
 
modanco, I hear you but keep in mind that there's always been sex in advertising. Sex sells.
7 Aug 2012, 10:08 AM Reply Like