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’S story this morning, nothing will go unchanged–save for the name of the store and its passable ecommerce component.
Johnson is focusing on the slab and mortar stores and his plans for those sound a little familiar. That’s because they’re nearly the same to those of another mass retailer who recently announced a new retail strategy– Objective . While JC Penney won’t necessarily have the same type of rotating limited edition collaboration component as The Shops at Objective, their new selling floor format is the same idea. It’s all about “shops.”
In lieu of of the open selling floor you would find in a JCPenney today, with all of the racks together, there will in the course of time be 100 individual shops dedicated to each brand. This decision was made based on the star of JCPenney’s Sephora shop-in-shops, which generate more sales per healthy foot than the rest of the store.
MNG, JCPenney’s collaboration with mango, also has a blow the whistle on buy-in-shop, so it will be interesteing to see the retailer’s other designer collaborations given the same treatment. Like Quarry, JCP’s roster of designer collabs is growing . Joining MNG, Nicole by Nicole Miller, I Callousness Ronson and Olsenboye, will be “L’amour,” a Juniors card by Nanette Lepore.
Source: Fashionista