JCPenney 2014 Annual Report Download - page 9

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HISPANIC
MUSE
RECONNECTING WITH OUR HISPANIC MUSE
As JCPenney focused on repositioning its brand to consumers, it
put the Latina customer at the center of its strategy. The Hispanic
consumer is the fastest growing demographic in the U.S. and their
projected purchasing power is expected to reach $1.5 trillion in 2015.
Given that the Latina customer consistently rates the JCPenney
shopping experience higher than other retailers, it is important that
we continue to grow this relationship by reinforcing the values of
family and tradition that resonate with her.
Translating the tagline “when it fits, you feel it” to cuando te sienta
bien, lo sientes, JCPenney produced original versions of its marketing
aimed at Hispanic audiences. The ads generated considerable interest
on the JCPenney Latino Facebook page, which quickly grew to more
than 330,000 followers in just one year. JCPenney identified the
Latina customer as its brand muse, noting that with her high taste
level and penchant for following the latest trends, she is increasingly
influencing and reshaping the general market.
JCPenney used the 2014 World Cup to
reinforce our new Fit campaign among
Hispanic audiences. With studies showing
that Latinas were just as likely as men
to follow, watch and wear their nation’s
colors with pride, a powerful new message
“soccer is for girls” struck a chord with
fútbol fanáticas. As a sponsor of Univision’s
coverage of the 2014 FIFA World Cup,
JCPenney showcased an inspiring Spanish-
language campaign to celebrate the
passion and confidence Latina women
bring to every aspect of their lives.
To honor Hispanic Heritage Month, JCPenney
partnered with Monica Gonzalez, ESPN
soccer commentator and founder of Gonzo
Academy, to host a free soccer clinic for girls
in Houston. At the event, Gonzales shared
her own success story, focusing on the
importance of empowerment, self-expression
and authenticity. Along with a complimentary
soccer lesson by Gonzalez, participants
enjoyed decorating Xersion® jerseys, hair
braiding and chalking from JCPenney salon,
refreshments, giveaways, photo opportunities
and more.
CUANDO TE SIENTA, LO SIENTES
WORLD CUP FEVER
HISPANIC HERITAGE
HISPANIC MUSE