“Make it count” – J.C. Penney’s new brand positioning and campaign

Sep 6, 2023
Written by WR Communications

J.C. Penney, one of America’s leading retailers, unveiled “Make It Count,” its new brand positioning and campaign, part of its multi-year, self-funded $1 billion reinvestment plan. The campaign reflects the company’s commitment to make every day and dollar count for families across America by offering fashion that is accessible, rewarding, inclusive, and community-oriented.

“Make It Count” showcases the company’s values and vision through a series of lifestyle vignettes that capture authentic – and sometimes messy – moments between friends and family. The campaign also highlights the company’s diverse and affordable fashion offerings, as well as its compelling loyalty program that rewards customers for shopping at J.C. Penney.

“We have a belief that the industry hasn’t really taken our customer seriously enough, whether that’s size inclusivity, whether that’s the focus that we have on our communities,” said Katie Mullen, chief customer officer of J.C. Penney. “What we’re doing isn’t a reinvention of the brand. It’s a reinvigoration, it’s a recommitment to the set of things that had historically been true about us.”

The campaign is part of a broader initiative that includes improving customer experience, operations, merchandising, supply chain, and tech and digital capabilities. The company plans to spend more than $1 billion on these areas through 2025.



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