Continuing to build on its mantra of “Yes, JCPenney,” the long-suffering mid-priced retailer continues to hone its marketing message and assortment as it gears up for its latest unconventional campaign, “Retail Rejuvenation,” which aims to encourage consumers to rediscover the thrill of the find without the chaotic hunt or trade-offs that come with off-price shopping.
The new campaign includes a video featuring six real value shoppers who were healed of their bad shopping habits IRL. The long-form video uses the vocabulary of New Age therapy to achieve satirical retail wellness. It’s Penney’s using tongue-in-cheek humor for a memorable way to transform bargain-shopping anxiety into a shared emotional experience.
“I am worth more than the bra I found in the cookware section,” says the group leader in the video. Later, she asks the value shopping refugees, “Will you choose an off-price skillet with a giant scratch in it or a cookware set from Martha Stewart at JCPenney?”
A Retail Regrets Trade-In program encourages shoppers to bring any off-price purchase they regret to JCPenney from Aug. 28 to Aug. 30 for $15 off a purchase of $50 or more. The items will be donated through Good360 to people who need them, and potentially get a second life.
Michelle Wlazlo, JCPenney brand CEO, said the retailer is uniquely positioned to steal share from the rising category, but that JCPenney isn’t trying to “out-deal” off-pricers.
Goods And Services
JCPenney is filling a long-existing gap in the market by creating a shopping experience that combines brands such as Liz Claiborne, Worthington and Aeropostale, and services – a photo studio and salon network staffed by professional stylists – alongside more than 250 beauty brands like Smashbox, TooFaced and Olaplex.
Nike, which joined the portfolio last year, is “a proof point that we really are a one-stop shop,” said Wlazlo, noting that there’s also fine jewelry, including lab-grown diamonds, priced 60% to 85% less than mined and an extensive home assortment with brands like Cuisinart, all under one roof.
“What we’re saying is we really think there’s a place for JCPenney,” Wlazlo said. “There’s a lot of choices where you may be shopping, and that’s great, but you may not know that we offer so much stuff, so many brands, so many sizes, so much value. That’s a fundamentally different value proposition and one that JCPenney is uniquely positioned to deliver on.”
Earlier this year, JCPenney said store traffic rose 6% year-over-year since the “Yes, JCPenney” tag line and campaign launched. But for Penney’s most recent full fiscal 2025 year, total net sales declined more than 5% year‑over‑year to about $6 billion, as Q4 sales fell 8% and losses expanded.
At the same time, the off-price giants like TJX, Ross and Burlington, which JCPenney is poking fun at, have continuously posted rising sales while Penney’s sales have repeatedly declined, falling almost 5% in the most recent quarter.
“We started out great early in the year and had pullback in the second quarter, when gas prices went up,” said Wlazlo. “We’re feeling good about the back half. We’re starting to get some traction. It’s going to take us a while. Every day there’s somebody who says, ‘I haven’t been to JCPenney in a while’ and is surprised.”
Current Analyst Consensus
Analysts who cover JCPenney view it as a speculative turnaround play, with consensus estimates showing significant earnings losses and a cautious outlook, although some see potential in cost-cutting and digital transformation.
As of the latest data, JCPenney’s average analyst rating is Hold, with a mix of Moderate Buy, Hold, and Moderate Sell opinions. This means that most analysts expect continued negative earnings in the near term.
Nonetheless, JCPenney has some initiatives on the table. The retailer, which finished renovating 130 stores, is opening a unit with a smaller footprint outside of Chicago that could become a blueprint for additional small stores in the future.
Size Matters
“It will be a mini store, so were going to learn more about a smaller footprint,” Wlazlo said. “We had a full-size Chicago store at Ford City Mall, but it closed because the mall closed.”
The 20,500-square-foot space is closer to Penney’s customer base, Wlazlo said, adding, “We’re excited about building this store from scratch so we can actually learn the best way to mix the assortment and what fixtures to use. It gives us a lot more options.”
JCPenney also launched its first cross-brand loyalty program with Aéropostale, creating new opportunities to deepen customer relationships across the portfolio of Catalyst Brands, which owns both Aéopostale and Penney’s.
“We saw the highest cross shopping of any brand,” said Wlazlo. “It shows the power of leveraging and combining our customers. Aéropostale is a fabulous company but you can’t buy jewelry, home or beauty in their stores.”
Getting To Know You
JCPenney recently fielded two surveys of U.S. consumers. Eighty-eight percent said it’s actually easy to shop at JCPenney, while 76% said they found what they were looking for. Meanwhile, 77% said they feel peace of mind when they go to Penney’s, and 87% of budget-conscious customers agreed their visit to JCPenney was worth their time.
“There’s often this sense that if you’re going to get a deal, there’s some tradeoffs involved. We’re pushing in a playful way against the idea that there’s lots of other bigger retailers that seemingly satisfy you with the thrill of great deals, but it’s not always as true as it seems,” said Marisa Thalberg, executive vice president and chief customer and marketing officer of Catalyst Brands.