Why does J.C. Penney keep rolling out all these lame incremental merchandising programs when what it really needs is a top-to-bottom merchandising reset? Its latest intro is from yet another B level celeb — Ayesha Curry — for a home program. Wasn’t Lionel Richie enough?
This retailer has to come up with a big, compelling story to tell its increasingly turned off — and diminishing — customer base. And it needs to do it quickly.
Anything short of that is just Stupid.