JCPenney 2014 Annual Report Download - page 6

Sprin g/Summe r Style Book 201 5 | 800.322.1189 | Shop JC Penney & jcp.com
15999
Royal Velvet Azure 4-p c.
chenille full co mforter set
jcp.com 721-5965
reg. $300
full to cal. king sizes
available; coordinating
window panels and
accessories sold
separately
DRIVING
GROWTH
2015 - 2017 PATH TO PROFITABLE GROWTH
There’s no place like home. And, there’s no better place to shop for home than
Home Collections at JCPenney™. Our new home store is bright, organized by
category and oers the best selection of brands for every room in the house.
With a focus on increasing sales and productivity to historic levels, here’s what
we have in store:
FOCUS ON PRIVATE BRANDS
Cooks, Royal Velvet, Liz Claiborne, JCPenney Home and Studio are brands
customers know and trust for quality kitchen electrics, bedding and bath,
dining, home decor and window treatments that also come at a great value.
Best of all, those brands can only be found at JCPenney. We are extending
our private brand assortment along with sought-after national brands like
Calphalon®, KitchenAid®, Keurig® and more to ensure the selection of products
fit every need and budget. From toasters to comforters, approximately 75
private brand products have earned the Good Housekeeping Seal.
DELIVERING OUR HOME TO
MORE HOMES
Home Collections at JCPenney
represents the largest category
online and is a key driver of trac.
We issued a 120-page home
catalog after overwhelming
research confirmed that customers
prefer to browse a traditional
printed piece before going online
or to the store to purchase an
item. This specialty home catalog
is one part of a larger, planned
promotional mix designed to
entice customers to shop with us
throughout the year.
Trusted for its known quality and
timeless design, we expanded the
Liz Claiborne collection to include
a selection of bedding, bath and
luggage to complement every
home. Starting spring 2015, Liz
Claiborne window coverings will
also be available with a classic
array of curtains, drapes, valances
and hardware.
MAKING ROOM FOR PRODUCTIVITY
When customers shop for items for their home, they expect an inspiring
environment that can help them visualize how a particular curtain,
bedspread or lamp will look inside their space. Understanding this
expectation, we remerchandised our floor and dedicated more space to
productive categories like bedding, bath and window. We rolled out more
bedding displays because, much like mannequins, they provide helpful
design recommendations on how to elegantly layer a bed with sheets,
comforters, decorative pillows and throws. We also expanded our in-store
windows selection so that customers can easily shop and choose from
curtains and drapes in an array of traditional and modern styles.
DRIVING GROWTH IN HOME
DRIVING GROWTH | Home