What: JC Penney is making a comeback after going bankrupt in 2020 and being purchased by SPG and Brookfield.

Why it is important: The brand aims at reinventing itself through a massive investment, but are customers really demanding that?

J.C. Penney is investing over $1 billion in a turnaround effort focused on improving customer experience and operations. This initiative includes a new brand positioning and campaign called "Make It Count," which centers on making fashion accessible, offering a compelling loyalty program, supporting local and cultural communities, and committing to positive change. The company is reviving its classic logo and aims to balance familiarity with forward-looking elements to appeal to shifting consumer shopping habits. J.C. Penney filed for bankruptcy in 2020 and was subsequently acquired by Simon Property Group and Brookfield Asset Management. The "Make It Count" campaign is the result of a year-long effort, including extensive consumer research.

JC Penney to pivot brand with a USD 1bn turnaround plan