As was the case with high-end retailer, Lord & Taylor, JC Penney is giving itself a makeover. The difference between the two is that Lord & Taylor is rebranding from head to toe, which includes physical face lifts to their stores, as well as their merchandise and marketing campaigns, and JC Penney is simply shifting their focus to the middle-income consumer through a new set of marketing campaigns.
JC Penney’s new slogan is “Every Day Matters” and while its rebranding shifts their focus to a new demographic of consumer, they will remain a promotional department store with weekly circulars and direct mailings, something that has proven successful for the store into the present.
When consumer confidence seems lacking, brands are trying to recapture that essence of the excitement of shopping within their stores by listening to what their customers want and desire. JC Penney no longer wants to be looked at as the dated and drab department store, but wants to establish an emotional repore with its consumers and become a relevant part of their lives.
JC Penney is on the right track. It’s that emotional connection with consumers in a disconnected world that will make all the difference. JC Penney evidenced this when they held their rebranding campaign launch with Andi MacDowell and Jewel. Andi MacDowell read an essay about everyday people and Jewel recounted her days as a teen shopping at Penney’s in Alaska. Establishing a connection with your consumers is the key to continued brand loyalty and infinite success.
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