Martha at JCP: A win for all, or for none?

The Martha Stewart brand may feel that adding JCP distribution is a big win, but I’m not so sure. Angering its biggest account (Macy’s), who has invested a lot of floor space and ad space behind the brand, will backfire. (Macy’s didn’t hesitate to drop Liz Claiborne, and its volume has hardly suffered for it.) JCP also has a right to be concerned about what happens to the Martha brand cachet over the long run, and whether it helps the store broaden its appeal to a younger consumer.

Beyond the Macy’JCP issue, the retail world is littered with designer and celebrity brands that overextended themselves to too many stores and too many product categories. Pet supplies and office supplies may be a bridge too far.


0 Responses to “Martha at JCP: A win for all, or for none?”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: