FRISCO, Texas - Big changes are in store for a North Texas-based retailer. JC Penney unveiled a new logo last week, but it's doing even more to change its image.
Step inside the mall, and you may notice something's changing. For aging retailer JC Penny, tradition helped keep the doors open for decades.
"I raised my son wearing JC Penney clothes. My grandchildren wear JC Penny clothes, Sue Graves, a shopper, said.
But to the causal customer, if you ask "when's the last time you shopped at JC Penny, you'll most likely hear, 'Oh boy, it's probably been a couple years,' as one shopper, Michael Moore, said.
The past few years haven't been easy for the retail giant. They've dealt with recent layoffs and multiple rebrandings, but they hope this one will be the charm to get people through the door.
"Our vision is to be America's favorite store," Sherie Alvarez with JC Penny said.
Nowadays, stores begin a new strategy are focusing on what's probably most important to consumers: Prices. It's called fair and square pricing which means no coupons, no gimmicks, no seasonal sales. They're slashing prices and giving you their best offer upfront.
"I don't think i could buy an outfit anywhere else for $18," Graves said.
But will it be enough to make stores rise above the rest?
"It seems to me that they're stuck in the middle, and they do need to rebrand," Moore said. "Because they're certainly not the upper tier, but they don't want to be Walmart."
Moore says the promise of low prices was enough to bring him now. But whether carving a new niche will mean surviving another century is yet to be seen.
Along with everyday price cuts, JC Penney will also offer monthly specials, and special deals every other Friday.
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