I've been following the revolution/evolution and seemingly inevitable downfall of JCPenney, and it's been an emotional ride: they rebranded themselves JCP to loop in young, hip, cool shoppers (such as yours truly) only to have Forbes call the move an epic fail for estranging their revenue-driving base of frumpy shoppers. They recruited a top style guru from Neiman Marcus to be the new creative director only to have him jump ship a year later. Every business journal is predicting that the former flagship of discount wares is on its way out. But I was just convinced that Forbes has been wrong all along - they're forgetting that a makeover alone doesn't cut it. It takes time to get a seat at the cool table.
I went shopping with my new mother-in-law on Black Friday and learned first-hand that JCP has gotten it right, finally: in four days, I'm already a repeat shopper with an obsessive love of the Jonathan Adler collection (like the above Jonathan Adler Foo Dog bookends, $24, jcpenney.com) and an impulsive desire to buy as many $20 silk Joe Fresh blouses that I can get my hands on.
Below is a snapshot of my Cyber Monday shopping cart - I removed the Ikat pillow (honestly, I already have like five of them) and the pony hair Chelsea boots (I just bought some, but regretting that I didn't hold out for these), but everything else is on its way!
Jonathan Adler Ikat pillow, $18, jcpenney.com
Pony hair booties, $60, jcpenney.com
Jonathan Adler elephant bowl, $14, jcpenney.com
Damask print skinny jean, $36, jcpenney.com
Gold sequin skirt, $29, jcpenney.com
Bleached denim shirt, $11, jcpenney.com