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JCPenney Says Thanks for Coming Back, but Isn't It a Little Soon for a Victory Dance?

May 14, 2013

Is JCPenney stocking up on slacks with extra room in the crotch? I'm inclined to think so, judging from its ballsy move of releasing a feel-good commercial from Young & Rubicam thanking consumers for "coming back" to the troubled retailer just two weeks after an ad apologizing for missteps under ousted CEO Ron Johnson. Many web commenters have posed the obvious question: "Isn't it too soon to say thank you?" Sure is. Just do the math, Einstein! Penney is set to release first-quarter earnings this week that reflect a 16 percent sales slump following a $4.3 billion loss in sales last year. In fairness, the chain has begun making change

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