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JCPenney’s revamped home department, arranged abounding of celebrity names and avant-garde decor, was declared to save the cast by bringing in new customers.
Instead, admiral are scrambling to bang boutiques and accomplish the home administration attending like it did afore bootless CEO Ron Johnson issued its makeover in 2012, letters Chris Burritt at Bloomberg News.
Analysts initially accepted affairs for JCPenney’s home department, which included collaborations with absorbing names like home adjudicator Martha Stewart, artist Michael Graves, and artist Jonathan Adler.
So why did the home makeover fail?
Because JCPenney’s barter affliction about amount — not hip adornment or artist names.
Take this Jonathan Adler chair, which was originally priced at $1,695 (it’s now on auction for $1,015):
The ample amount tag puts the armchair in the class of higher-end retailers like West Elm.
Other big-ticket assortments accommodate a Martha Stewart bittersweet rug ($1,400), a champagne bottle attic lamp ($750), and a Michael Graves toaster ($86).
JCPenney’s added categories, like women’s appearance and accessories, are assuming bigger than the home department, the aggregation said in a absolution today.
That’s because acting CEO Mike Ullman has focused on what works for JCPenney — basal commodity and promotions.
He’s planning to do the aforementioned for the home department.
Five Small But Important Things To Observe In Jcpenny Home Decor | jcpenny home decor – jcpenny home decor
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