It was revealed last week that JCPenney is permanently dropping their prices 40%, a move that will understandably appeal to shoppers in a poor economy. However, prices won’t be the only appealing change (especially to young folks). Penney’s is also re-branding itself as more Target-like, complete with designer collaborations. Check out some of the high fashion names partnering with the store after the cut!
Penney’s overhaul is going to be massive, and “nothing will go unchanged–save for the name of the store and its passable ecommerce component.” Instead of having a vast, spread out sales floor, there will now be sections of “shops.” Think Target and its separate Merona, Liz Lang and designer racks. Though apparently Sephora, not Target, was the source of inspiration here: “This decision was made based on the success of JCPenney’s Sephora shop-in-shops, which generate more sales per square foot than the rest of the store.”
So what designers will be setting up shop in Penney’s? Can we expect a Missoni for Target-level success? With names like Nicole Miller, Olsen, Charlotte Ronson and Nanette Lepore, it’s a possibility. And, similar to Target’s rotating designers, Penney’s will undergo a “radical transformation” each month. Ellen Degeneres is also set to be the face of the new Penney’s ad campaign. [via Fashionista]
This all sounds pretty exciting, and I’ll bet the Nanette Lepore line is going to be a fun shop. I’m a bit confused by the choice of Ellen as Penney’s spokesmodel, only because every other decision looks like an appeal to younger shoppers. Not that Ellen isn’t great, but I don’t feel like she “fits” with the feel of the changes. Either way, I’m still going to check out the massive redesign!
Are you excited for the Penney’s changes?