J.C. Penney should take a step back and look at the loss of customers in a certain age group.
There are men and women from 40’s to 80’s that grew up shopping at Penney’s and supporting that store for years. Then one day, we went there and found that the clothing department had changed. It was marketing to a much younger generation of tweens, teens and 20- to 30-year-olds. There is nothing wrong with that, but what happened to us, your loyal customers for generations?
Since then, I have asked several older people if they were finding what they were looking for in the men’s and women’s clothing departments at Penney’s and they all told me, “No.” They all said they were very disappointed with the change in merchandise that seems to exclude our age group.
Now we are spending our money at other stores and shopping from catalogs or online for the style and fashions we used to find at Penney’s. The sales and coupons are one incentive to bring customers back to the store, but if they don’t carry clothes for our ages and sizes, we will not be coming back. Not everyone is a size 2 or even 12, but our money spends the same.