Rebirth at Penney's?

JCPenney has been reporting some good numbers lately, and USA Today reports on some of their new initiatives.

(Unfortunately, USAT's headline writer chose "J.C. Penney sells with an attitude". Is there a tireder cliche than "attitude"?)

Among other things, JCP is putting a temporary showcase store in Times Square, sponsoring the Academy Awards show, and putting a 12-page spread in People, Vogue, InStyle, and other mags.

While trying to update their image, JCP execs are quick to say their not moving up-market.

Just don't use the "u" word, as in "upscale," executives stress. Says Cape: "We're not moving upscale."

Says Boylson: "I don't want to leave the impression that we're going upscale — because we're not."

Adds Chairman and CEO Myron "Mike" Ullman: "We are not ashamed of Middle America."

Good thing. As "attitude" is to creative writing, moving upscale is to retail thinking. It's what everybody does when they lose their way, and it practically never works.

Retailers have been "trying to drag Middle Americans upscale in one direction or downscale in another," he says. "We don't think there's anything wrong with being 42% of American consumers."

It's an interesting article on one of the few department store chains that is doing well.