Reference no: EM133216826

JCPenney was once viewed as the biggest Department store in the USA and the consumer base across the USA would flock to the store for clothes and other home items one would need. In recent time JCPenney's management has allowed the brand to depreciate. The store now offers so many sales and promotions that in a way cheapen the brand it once built. Over time people started viewing JCPenney as a department store that provided cheap products, and doesn't have that elite standing anymore. Over time people have started visiting other stores instead. Management recently tried to implement a structure to eliminate the stereotype it's built as the discounted store. " The most radical move was the elimination of sales and coupons in favor of a "fair-square, everyday pricing" policy. " (Lisicky)While the department store is trying to make a change the damage has already been done, people want to shop with the best and JCPenney has long been considered the cheaper option. With the implementation of the Fair Pricing strategy, it has helped the store come back into the spot light a little bit. But with so many management changes in recent time, too many different ideas being implemented can confuse the consumer. Reconnecting to their founding culture would offer the best route. Only time will tell.