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Customers shop at the JCPenney at the Glendale Galleria Nov. 29. Penney is going to get back to its roots, Rajiv Lal, a Harvard professor and co-author of Retail Revolution: Will Your Brick and Mortar Store Survive? But I dont know that they are as compelling as they used to be. Unlike Sears, J.C. Penney is heavily focused on apparel. The company recently dusted off an old marketing model, offering deals for consumers to get their Penneys worth , again. During the holiday shopping season, theyve again offered deep discounts, including offering early-morning Black Friday coupons worth up to $100 and a program matching lower prices at competitors stores. The move toward thrifty consumers shopping for the family has helped lift its profile. J.C. Penneys stores within the store salons, the home section, jewelry and the Sephora makeup brand, most added to stores a decade ago have all driven sales, not the chains long-standing clothing lines. Revenue, however, still pales in comparison to pre-recession levels. And, after its early-year sales surge, the company recently reported weaker than expected third-quarter earnings . We believe CEO Marvin Ellison has JCP on the right path, analysts at New York-based Cowen and Co.

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