I think you pretty much nailed it. It looks like Johnson's strategy is to go after the customer that is more focused on experience, and less on getting the abso

I think you pretty much nailed it. It looks like Johnson's strategy is to go after the customer that is more focused on experience, and less on getting the absolute bottom-dollar price. I think that has potential, but it's going to take a sharper eye than mine to identify the correct "experience" elements that will draw in that niche. What's odd is that this is JCPenny. As a brand, JCPenny is starting from the opposite end of the spectrum. That is to say, JCPenny shoppers aren't traditionally "experience" focused. We grew up poor. Pretty much all of my dress clothes growing up were Stafford (JCPenny's house brand), because they were inexpensive. My sister is a stereotypical frugal accountant; she's a JCPenny shopper. If JCPenny's goal is to convert their current customer base to an experience-oriented shopper, they're doomed to fail. If their intention is to attract new, experience-oriented shoppers, they might succeed, but they've got a tough road ahead.