jcpenney

Positioning a 100-year-old retailer as Fashion Forward

Challenge:

How do you transform a retail brand’s image into the shopping destination for fashion-forward consumers?

Creative Solution:

Expose media and consumers to depth and breadth of jcp fashion collections and designers through a vigorous communication effort targeting key fashion media and influencers. The five year campaign has included media sampling of more than 500 fashion pieces each month; interruptive programming at NYC Fashion Week; in-store events with fashion influencers like Tim Gunn and Bobbie Thomas; prominent designer introductions from Charlotte Ronson and Mary-Kate and Ashley Olsen, among others, and numerous high-profile events and fashion shows.

The team recently opened jcpenney’s Manhattan flagship store and supported its sponsorship of a 40-market Rascal Flatts concert tour.

"Loved the clothes. The fashion was great and it was amazing to have access to all of the great celebrities accessible for interviews."
- OK! Magazine

Results

  • Increased jcpenney’s share of voice in influential TV and print media – ranking #1 or #2 against competitive retailers.
  • M Booth garners more than 3.5 billion media impressions annually and has successfully positioned jcpenney as a fashion-forward brand in the minds of key fashion editors.