I first noticed this change in their commercials that were launched in February, which were about how the brand identifies with all different types of Americans (notice how their new logo resembles the American flag... hmmmm). I really enjoyed the change because I found their old commercials for the "ONE DAY SALES!!!" to be especially annoying.
And everyone saw the amazing and funny commercials with Ellen that were aired during the Academy Awards this past Sunday. They were incredibly funny, visual, and had the entertainment factor of a movie. Their basic message was that the gimmicks that other department stores use to "trick" people are ridiculous, and that costumers won't have to deal with any of that crap at their store. If you missed them, check them out!
Victorian England: http://www.youtube.com/watch?v=k5F7NG8vBOQ&feature=relmfu
Ancient Rome: http://www.youtube.com/watch?v=FlNAvRXfJIo&feature=relmfu
I Love Lucy: http://www.youtube.com/watch?v=SRwki8jOAB0&feature=relmfu
I find this new strategy accessible, engaging, and refreshing.
What do you think? And what do you think about their new logo resembling the American flag?
It's funny that you mention the new J.C. Penny campaign and strategy; my mother just mentioned the same thing about "everyday low prices." It was a remark about how another chain, somewhat smaller, "TJ Maxx" was being imitated by many other chain clothing stores. It is hard not to associate “every day low prices” without Wal Mart, so it will be interesting to see how consumers take this. Will we hear/see the end of "One day sales"? Although it doesn't bother me personally, it's interesting to see the shift in consumer trends, coupons and one day sales to low prices literally every day. I wonder if the chain is also lowing their quality of clothing, which I don't believe will be appreciated by the type of customer shopping at J.C. Penny. Also, where will this put J.C. Penny in relation to Marshalls or Macy’s?!
ReplyDeleteIt's interesting that you compare their pricing strategy with Walmart, but I think that their hope is to elevate their brand in the minds of consumers, being able to provide quality products at reasonable prices without the gimmicks. I think this is a necessary shift--and potentially could end all of the coupons and doorbusters eventually--because every year promotions like Black Friday get more and more extreme and it has to stop and decline at some point. The current pricing trends are simply irrational, and that's exactly what JCP wants to highlight with their new campaign. I, thus, tip my hat to them for having the courage to do it first!
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