I can't believe (well, if you're desperate, a nice big celebrity CEO makes a good splash) they would turn their brand into this. JCPenney's whole method, and a

I can't believe (well, if you're desperate, a nice big celebrity CEO makes a good splash) they would turn their brand into this. JCPenney's whole method, and all mall retail, is the sales prices and coupons for rewards. I must get a mailing from Macy's once a month, if not every other week with 10% off. If I was running JCP here's how I'd reinvent: * Make the sales people dress up, _fitted_ suit/tie, ladies in sleek business atire in most areas, youth/petites follow what they allow at American Apparel/H&M/Gap employees attire. The brand is classic style, JC Penney was there growing up with basic style that translates into casual everyday wear. The sales people reinforce casual, yet approachable authority. * Make it easy for the shopper, to get into mental space of styles. Formal fades into casual, but the sections are distinct with mannequins highlighting combos. Between have a "style-lab" that churns limited line clothing like Zara. Same stuff won't be there in a few weeks. 'Style' in this sense is very mild. The average JCP customer isn't a risk-taker. * Store brands. JCP has a bevy of store brands, and these should be highlighted and re-imagined. JCP is now Trader Joes of clothes. Store brands aren't a Levi's (but you have Levi's), but are good enough for the price point. * Store Card loyalty. This is probably the number one money maker. 0% APR 3 month specials all the time, %2 off everything when you use it, etc... * Dumb Gadgets for $5 from China should be at the cashwraps. Churn these every month. I grew up wearing mostly JCP clothes as a midwestern kid and I almost am banging my head on why this is so hard to understand how a Midwestern Mom shop and how to build a store that sells better-than-bigbox clothes that range from Casual to Formal and has a classic, yet forward approach.