JCPenney 2014 Annual Report Download - page 5

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DRIVING
GROWTH
2015 - 2017 PATH TO PROFITABLE GROWTH
Our center core strategy focuses on the areas of fashion jewelry, shoes, handbags, intimate apparel
and accessories. Center core represents the area with the highest concentration of shoppers who
are inspired to purchase items from multiple departments at JCPenney. Anchored by Sephora
inside JCPenney and the Fine Jewelry Store, an inspiring new center core layout will debut in
select stores during spring 2015. It will feature a distinguished and modern environment, including
contemporary mannequins and bright displays that elevate the visual presentation of fashion
jewelry and accessories. This new way of merchandising makes it easy for customers to finish the
look by taking the guesswork out of accessorizing a new dress or power suit.
A STEP ABOVE
In 2014, the Company debuted
an extraordinary new way to
merchandise shoes by positioning
men’s, women’s and kids’ footwear
adjacent to their respective apparel
departments in select stores.
This improved layout included a
completely open sell environment
in men’s and kids, allowing
customers to quickly locate a size
without relying on assistance
from an associate. As a result of
positive customer feedback, this
convenient way to shop for shoes
will be rolled out to more stores
by fall of 2015.
DRIVING GROWTH IN CENTER CORE
DRIVING GROWTH | Center Core