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J C Penney Company Inc (NYSE:JCP) Trying To Bounce Back With A Strong Liz Claiborne Brand Campaign For Autumn Collection

Boston, MA 08/14/2014 (wallstreetpr) – The marketers in American markets have already started promoting the fall fashion, even if it is still summer. J C Penney Company Inc (NYSE:JCP), in the same context, has already pulled up its socks to polish the repute of its most acclaimed and crucial women-centric house brands, Liz Claiborne. JC Penny is working hard with its autumn collection, by marketing it through all media vehicles such as online videos, print advertisements, social ads and digital marketing.

Marketing Campaign: JC Penny’s Attempt to Bounce Back

The new campaign which is featuring a brand theme- “Love, Liz Claiborne,” is seen as J C Penney Company Inc (NYSE:JCP)’s attempt to bounce back after almost a close-to-death experience under leadership of former CEO Ron Johnson, who left in April 2013. Recently, there also have been a few indications from company regarding budding turnaround, by way of discounting policies and merchandising. However, the future of company, which has already lost profits and customers under former management, is still questionable.

Statement from JC Penny

The Senior Vice president & General Merchandise Manager, Women’s Apparel, JC Penny, Siiri Dougherty said that though Mr. Johnson played down or shooed a lot of mainstay house brands of the company, but he did recognize the value of Liz Claiborne.

Ms. Dougherty believes that the campaign can help in giving more ups to the brand than downs.

Race of the Brands

It is imperative to note here that the Liz Claiborne brand of the company ranks at #11 on top 15 women apparel brands’ list. At #12 and #13 are other house brands of JC Penny, viz. Kardashian Kollection and Old Navy. The #1 position is enjoyed by Victoria’s Secret, followed by Ralph Lauren, J. Crew, Gap and Calvin Klein.

A lot of industry associates believe that though v is valuable to J C Penney Company Inc (NYSE:JCP), but the problem lies in the fact that “lustre” of the brand has been lost somewhere.

Published by Lisa Ray

Lisa has a Bachelor of Arts in journalism from Purdue University and 3 years of experience in the publishing field.

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