Former Apple SVP of Retail Ron Johnson Outlines His Plan for JCPenney

Ron Johnson, former SVP of Retail Operations at Apple, has outlined his plan for rejuvenizing JCPenney, according to the New York Times.

Johnson, who oversaw Apple's retail strategy before starting at Penney's this fall, said on Wednesday that his first steps as chief executive would be to get rid of the nonstop promotions at the store and move to three kinds of prices (everyday, monthly specials and clearance). He announced a new designer partnership with Nanette Lepore, and a new spokeswoman and advertising star, Ellen DeGeneres. He also introduced a new logo, and new color-saturated advertisements that barely mention price.

The new plan has all JCPenney stores being revamped within four years. They'll be divided into about 100 small boutiques with a 'town square' service center in the middle.


"We haven't given the customer enough reasons to love us," he said in an interview. "We want to be the favorite store for everyone, for all Americans, rich and poor, young and old."

"You have to stay tuned. I've been here 90 days - dazzling technology takes time," he said. "Changing the merchandise takes time. Getting new partners to carry in-store takes time. And we have a very clear vision for exactly what will happen."

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