polo assn JC Penney Says It’s Listening
Then, last night, the retailer announced the brand that emerged as tops in the poll the St. John’s Bay women’s line that was one of the casualties of former CEO Ron Johnson’s tenure would be returning. At the time the women’s line was shuttered in favor of younger brands like Betseyville and Joe Fresh, the house brand brought in more than a billion dollars in sales annually. “We heard you. St. John’s Bay is back! What will you snag first, pants or shirts?” the brand posted on Facebook. JC Penney’s social media managers have also been working overtime, as judged by the volume of direct replies to consumers on posts that have thousands of comments.
But Mike Duda, managing partner at Consigliere Brand Capital, applauded JC Penney’s new approach. “It’s a smart thing to do; it would not be a smart thing to go deep on,” he said. “It’s telling consumers we’re hitting the reset button, and they’re signaling change to their own organization people that have been beaten up during the [former CEO Ron] Johnson regime. It’s the message that it’s over. Sometimes you do advertising to speak to your own employees. As much as they’re saying it to the consumer, I would think it would also go over well with corporate, people in the stores, vendors and people in the supply chain they rely on.”