Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: JCPenney is looking to elevate its style game, teaming up with designer Prabal Gurung for a surprising capsule collection.


Date: Feb 17, 2023


Questions for discussion:

  • What is the strategic thinking at the firm, as suggested in the article?
  • Does this represent a change in the target customer?
  • Do you think it will be successful in rejuvenating the brand?
  • What else would you recommend?