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JCPenney Marketing Goes Inspirational

Carole Sloan, BCST Staff -- Home Textiles Today, February 26, 2007

Bringing the store, its people, and merchandise closer to customers is the basis of the new brand motif "Every Day Matters" at JCPenney that launched last night with TV commercials during the Academy Awards telecast.

From merchandise to enhanced customer service, an integrated marketing campaign and new signage and graphics in-store, the company is "building on what we have achieved and accelerating our growth," said Myron Ullman, chairman and ceo of the $20 billion retailer.

The theme and slogan was derived via extensive research that revealed that customers are not just shopping, but are seeking inspiration "in the midst of their daily lives."

Ullman noted, "Our mission will be to make JCPenney a source of encouragement and inspiration, offering style and quality at a smart price."

The campaign for spring/summer will focus on TV spots and print ads in magazines beginning with the April issues that drop in March.

The home furnishings division will be represented by an ad that features the company's new lingerie launch with a model on a JCPenney private label Studio bed. In another magazine ad, the company's Chris Madden for JCPenney Home Collection will feature the French Country bed with the Belmont bedding, both from Chris Madden.

Translated to Cade Die Cuenta, the ads will also air on Univision, the Spanish language TV network.

Starting today, customers will be able to scroll through the Penney internet site to watch, click, and buy the merchandise featured in the ads. Penney is expected to outline its 2007-2011 strategy at the annual analysts meeting in April. Ullman noted the company is two years ahead of its announced growth plan of 2005.

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