CEO Mike Ullman of J.C. Penney (JCP) is on a mission - remake the culture and change the image of the company. He wants to create a brand that has the reputation of Southwest and Starbucks. He wants people to fall in love again with this 100-year-old company. 
We’ve seen some changes happening - more so in the junior’s department where they’ve started carrying brand names like Bisou Bisou. They've even added a Sephora beauty and cosmetics department inside the store.
However, before consumer perceptions can change, Ullman knew that the employees’ perceptions must change first, so he’s assigned himself the task to train employees himself. Ullman said, “The associates are the first customers we sell. If it doesn't ring true to them, it's impossible to communicate and inspire the customer.”
I agree with Shannon of Pierce Mattie PR when she says, “JC Penney is on the right track. It’s that emotional connection with consumcers in a disconnected world that will make all the difference.”
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And how I would love to have an afternoon to talk to those people (the employees) about how they dress!
Posted by: Rebecca | February 22, 2007 4:28 PM | Permalink to Comment