Store Spotlight: Change Afoot at JC Penney

Sometimes I get the spooky feeling that people are actually hearing my thoughts – almost as if they’re written down and published somewhere… Recently on Nordstrom in a consideration of those distinct locales, the department stores; in so doing, I compared the upscale retailer to more mid-level peers including . It would seem that (though probably due in no part to me) JCP is changing their image to keep up, and I must give credit where credit’s due.

JC Penney is a mid-range department store housed mostly in suburban shopping malls like our own. They carry a number of their own brands as well as outside labels, all featuring affordable price tags and somewhat basic, traditional merchandise. Along with apparel and shoes for the whole family, the store also carries home fashions and small appliances, as well as jewelry and accessories. Where image is concerned, JC Penney has generally skewed more practical than glamorous.

Any passing observer can see that change is afoot. From the upper level façade one views tarps covering areas bound for construction, and elsewhere stark racks and shelves that connote transience. Up front and overhead are red signs announcing the renovations and apologizing for the inconvenience; a confusing jumble of arrows directs shoppers through the labyrinthine reorganization to various sections. 

Downstairs, however, you’ll see a different side of the story. Bright and shining from within is a huge Sephora sign, a store within a store.  The floor and walls and lights are all brighter, everything a clinical and sleek black and white. Beyond this section is a new jewelry area bearing the logo “Modern Bride” and featuring unfussy cases that let shine the diamonds and gold within. The clean, contemporary style of these departments act as a preview of things to come and bespeaks a simple elegance that may put JC Penney on a par with the more upscale stores.    

The new sheen on JC Penney seems reminiscent of the makeover Freehold Raceway Mall itself received a few years ago. While still essentially the same, a fresh coat of paint and some new tiling can do wonders for that intangible element: perception. Right now, the store feels a bit tame: I went on a Friday night and saw relatively few shoppers, and can’t even recall noticing music playing, or much noise at all. Given, this is not the type of store the teenagers frequent on Friday nights, but a bit more hubbub could go a long way, and likely will following the renovations. 

My only real concern is the addition of Sephora, almost in sight of that brand’s standalone store upstairs near Lord & Taylor. It creates an odd competition that I’m uncertain will benefit JC Penney, but that remains to be seen. All in all, this shapeshifting is encouraging and exciting, just the shake-up good ole JC Penney needs!