My fiance has worked for JCP for a while now. Clothes shopping has never really been an enjoyable experience for me but since he started working there, I find myself going to the mall a lot more. For the last few weeks, I haven’t seen him much at all because JCP decided to go through some major changes and he had to work triple overtime to make sure the store was ready for the reveal.
I think the changes are a good thing. Instead of changing their sales what seems like every day and having tons of 15% off coupons mailed to your house, they’ve simplified everything. Once a month you’ll get a big sales book with all the new items that you’ll find in the store. You’ll have “every day prices” which are not “on sale” but still a better price than their competitors without coupons. My fiance explained it as stores will intentionally mark up the price of something and then put it on 20% off so people will be more tempted to buy it. JCP doesn’t want to deal with that nonsense so they’re just going to have it a fair price all the time. You’ll also have your “month-long values” which are the items that are on sale for the whole month so you don’t need to check the sales fliers every week to see if what you want is on sale yet. It’ll all be included in the sales book already! And then you’ll also see the “best prices” which is the same as clearance where everything gets marked way down on the 1st and 3rd Friday of each month in preparation to make room for new product. In addition to simplified prices, JCP is also updating their image. Each month will feature a different color (February is pink) and the store will be accented in the color of the month. If you go right now, you’ll notice Pink frames on the doors and pink wallpaper on the displays. It’s pretty sharp. You’ll go to JCP on 2/29 and then go back on 3/1 and it’ll be like you stepped into a whole new store. Fresh!
Anyway, all this has been happening because JCP has had some structural changes. They brought in the guy in charge of starting the actual Apple store (and we all know how successful that was!) and then he was in charge of Target for a while. And with all these changes, they needed a spokesperson to promote them! JCP decided to go with Ellen DeGeneres.
My fiance told me a few days ago, an old man actually came to him and complained about JCP using Ellen as a spokesperson. The old man said something like, “I know it’s not you and it’s your managers… but my wife and I will refuse to shop here as long as that lesbian is involved.” My fiance didn’t know what to say, but in his head he said something like, “We don’t want your business anyway!”. He said since then, two more people have called in and either complained or asked for the corporate number. I really couldn’t believe it (well I could..people suck.. but still) that people are still so closed minded. I watched Ellen’s response to One Million Moms and I’m even more of a fan. I’m glad my fiance works for a company that stuck to their guns and didn’t cave to outside pressure to stop working with Ellen. I’ll probably be more inclined to shop there and I hope you will be too!