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J.C. Penney (JCP) loses a high-level marketing VP to Home Depot, marking the third important...

J.C. Penney (JCP) loses a high-level marketing VP to Home Depot, marking the third important exec in the department to jump ship in the past ten months. The retailer has made numerous misfires with its advertising since Ron Johnson took over including relying too heavily on television ads.
Comments (8)
  • no jcp fan
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    Their ads are hip and fun, but most of the time you don't even realize they are a JCP ad.
    27 Mar 2013, 08:26 AM Reply Like
  • User 8249641
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    Their ads are too hip and fun. The models look like starving 16 year olds--as a grown woman, I am almost offended by their choice of models. They are some of the skinniest I've ever seen--promoting unhealthy body images in girls. Besides which JCPs base was a more mature 30-40 professional woman--nothing they are advertising now speaks to this audience anymore. Hate to tell you JCP, but hip YOUNG girls don't shop at JCP.
    27 Mar 2013, 08:42 AM Reply Like
  • captain kidd
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    I agree, I bought some Joe Fresh tops, pair of pants and a pair of SJB pants (same size). The SJB were a little loose and the Joe Fresh, I couldn't even get on. So not only is the ads out of touch, the actual sizes are not the same. I am a part time sales associate at a very busy Penneys mall store in a southern state (in the kids dept). There were no white confirmation dresses this year, and maternity wear was dropped last year. These two items alone were a main stay at the company. Our customers have to go somewhere else now. In our area of country we have a lot of international shoppers who shopped Penneys (not JCP), spending a lot of cash. I am in my 60's and have been a Penneys shopper since shopping with my mother as a girl and it makes me sad to tell these hard working people to go somewhere else. One more thing, this part of the country is in a two year drought and the temperatures are really hot and go on forever. At our store the air conditioning is less than good. Many times I hear people saying "It's too hot in hear, let's go to Wal-Mart". It's also unbearable to the people working here under these conditions. My point, I see all this new construction, mannequins, lighting, new clothing lines(which don't sell to good) and we can't afford updated working air conditioning? By the way, those young girls may come in but they just want to play dress up and through all the nice pretty dresses in the corner when they are done. They don't have any money, they should just stay away, bring back the stuff I like and fits me, I have some money to spend. Thanks for letting me vent.
    27 Mar 2013, 10:02 AM Reply Like
  • retailgirl
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    Comments (123) | Send Message
    I can hear Donald Trump saying, "'re fired...and so is that fancy pants ad guy of yours".


    These ads are awful for branding. If Johnson were the project manager on The Apprentice Trump would fire the guy. Maybe he should watch show, he might learn something ;).
    27 Mar 2013, 09:54 AM Reply Like
  • gmom3
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    The Easter ads with all the children rollicking around do not fit the ads you are talking about so they aren't all skinny models in ads. I don't think I ever looked like the skinny models even when I WAS skinny. I have looked at competitor's ads since jcp's ads came out and the others all have skinny and young models, too.


    Captain: Our store always had those same complaints about the AC and our store actually put in a new heating and AC system last year. I think that was the first time since the store was built in the mid 70's so it was time. They did this the same time they put in the new wiring in the ceiling for the WII and the Levi and AZ shops. I wonder if the AC falls under what kind of lease your store has. Does jcp own the building, does it lease it from a mall, those kinds of things. That would determine what will or will not be done when it comes to those big ticket needs like a new AC system. I lived with the poor one that "forced customers to leave" for over a decade and it never got resolved until last year. I don't know where the $$$ from but I always understood that any upgrades to the store came from the companies leasing, not the mall owners.


    Back to the models and sizing. I know people keep saying the ads and clothing are directed at the teens and early 20's. However, I think the clothes in the men's area anyway, look great on guys much older, especially those in their 50's and 60's with the gray hair if the guys have the build for them. The first pair of William Rast jeans I sold was to some guy from India who was 68 and he had absolutely no clue who Justin Timberlake was. I joked and told him he was going to be the most stylish 68 year old man in town. He loved it. He just liked the jeans and he could fit into them.


    Captain, you are so right about the young girls and their social time with their pals trying on gowns and just piling them on the floor when they are done. That has always been the case with those as well as the bathing suits. Fortuneately though many of these girls have a parent or grandparent who DOES have the $$ to purchase their choices (the serious shoppers, not the social killing time with girlfriends ones)
    27 Mar 2013, 11:50 AM Reply Like
  • joker
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    Comments (119) | Send Message
    Don't understand why people make such a fuss about a unimportant personnel change. That marketing VP is a person who seems being there forever. Not a high-profile one (maybe to you?).


    You have to know the old JCPenney, the whole crew, basically is pathetic - meaning, very lousy. Departure of those people should be cheered upon. YOu need new blood, man.
    27 Mar 2013, 02:45 PM Reply Like
  • who's that girl
    , contributor
    Comments (2) | Send Message
    @ Joker, the "new blood" is what is killing this company. You are clueless and the VP that just left was a huge asset to JCP. Speak when you know what you are talking about.
    28 Mar 2013, 06:51 AM Reply Like
  • Alonzo2012
    , contributor
    Comments (2) | Send Message
    JCPenneys has lost its strenght even though Ron is trying his best but its not working. He ran away valuble customers that really like the company . The glory days are gone like all the rest .
    29 Mar 2013, 05:42 AM Reply Like
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