JCPenney’s “fast fashion” alliance with Mango: A cure-all?

JCPenney has found the twentysomething customer elusive in its stores, and perhaps the alliance with Mango will fill the gap. The underlying problem, as I see it, is the relentless private brand proliferation at JCP where nothing stands out. JCP introduced two new junior/kids brands for BTS…what did they eliminate? And when they become the exclusive provider of Liz Claiborne-branded apparel this fall, what will they edit out of their assortments in order to make Liz look more important? JCP will continue to pose the question, “Who knew?” in its TV ads as long as it hides its most important brands in the middle of a bunch of “stuff.”


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