A Bold Move: JCPenney's New Marketing Strategy

 As someone who is interest in how retail and branding change overtime JCPenney's new marketing makeover was perfect for me. It's very uncommon for a 123 year old store to try something new and it was very unexpected for them to go with an "anonymous" approach. I was very familiar with JCPenney's, my mom and aunt would shop in their stores so it wasn't something new to me, and the idea of them trying to change their old perceptions and ideas to try and have a connection with the newer generation intrigued me. 

JCPenney's plans on launching a new marketing campaign called "Yes, JCPenney" to try and change the way people see them, especially the younger generations like gen z. JCPenney's wants to turn around their negative or neutral opinions by creating shocking moments that can show off their style and values. The new campaign begins with ads in busy areas showcasing trendy and stylish clothing with no brand names, just a QR code and the phrase "It’s from where?" to build curiosity. Scanning the QR code would tell you it's from JCPenney's allowing them to stand out in many busy areas showcasing tons of ads. Standing out in TV ads is also what they do, showcasing affordable and stylish clothing with the taglines consisting of "We’ve got the receipts," allowing a sense of humor into their ads. The brand is also bringing back their “Really Big Deals” campaign and partnering with Jimmy Kimmel Live! to connect with a much larger audience. 

https://www.youtube.com/watch?v=Wc8MBu7C0FM

JCPenney's goal is to provide stylish clothes and home goods without costing a fortune. They're aiming to have the best quality and value in a department store we are all familiar with too. There is work being done to shake off the image of being outdated and show people that they still have style and still are relevant. 

JCPenney is introducing a new marketing campaign to transform their brand and update old perceptions. They're using their "anonymous" ads to build curiosity by using humor and social validation to emphasize values. Partnering with Jimmy Kimmel Live! can grow their footprint in a more playful way. They use a mix of surprise, affordability, and style to try and build a connection with today's shoppers. 

In an effort to move past its old perceptions of being outdated and giving sub par quality, JCPenney's is making big changes. There is a big challenge with an increase in fast fashion and online stores offering much cheaper prices. They're overcoming these challenges with a bold and different marketing campaign, something a lot of people don't see too often. Although the competition is hard they set themselves apart from everyone else focusing on the great deals they have and their style. 

The "anonymous" ads are very unique and creative, however this can bring confusion to the shoppers who don't recognize the brand immediately. The campaign clearly emphasizes the value they have for being affordable and stylish but it might take time for it to come across someone's mind all the way. Targeting gen z through TV is good but there should be a priority in younger age groups who are active online more. For long term success consistency through all platforms is crucial. If people see this more of a marketing play it won't change any perceptions at all. 

If I was the brand manager, I would take the "anonymous" marketing strategy to social media. Showing short clips of stylish and trending clothing and having viewers guess where they're from and later revealing it's from JCPenney's would be a good idea. Targeting social media sites like Instagram and TikTok is important because that's what most young people spend most of their time on. I'd try to partner with stylish content creators/ influencers on TikTok to help showcase the stylish clothing we have to offer. Tracking the results of the campaign and adjusting to what brings in the engagement is also something I'd spend time looking at. 

I learned the challenges that can occur when trying to rebrand a company that has been established for a long time. I was shown how powerful it can be to use something other brands don't to stand out like "anonymous" ads. I learned the importance of confronting negative perceptions and communicating our values clearly. The use of multi-channel marketing is also a good way to reach a different range of customers. 

Link to article: https://www.marketingdive.com/news/jcpenney-brand-positioning-subverting-consumer-expectations/744657/ 

Link to website: https://www.jcpenney.com/