JCPenney has recently announced its spring 2009 advertising and marketing campaign. What will be the focus of the midtier retailer?
- Environmentally-friendly Home Furnishings
- Trendy Fashion Lines at Affordable Prices
- New Luxury Brands
- Baby and Maternity Products
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The correct answer is #2 — Trendy Fashion at Affordable Prices, Source: Penney to Focus Advertising on Trendier Fashion Lines, The Wall Street Journal, FEBRUARY 10, 2009. For the first time, J.C. Penney Co.’s spring advertising campaign will focus only on its most fashion-forward clothing lines, designed by trendy names such as Kimora Lee Simmons and Nicole Miller. The move is part of a bid by the midtier retailer to appeal to shoppers who in the past have turned to high-end stores and boutiques for the latest looks in fashion but have cut back on spending. Mike Boylson, Penney’s chief marketing officer said, “We’re reinforcing how J.C. Penney has significantly stepped up its style over the last several years — yet continues to deliver on the affordability that’s so important to our customers, especially right now.”
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