JCP hits back-to-school with new ad campaign.(campaign for student shoppers)(JCPenney Company Inc)
Home Textiles Today, August, 2005 by Corral, Cecile B.
PLANO, TEXAS -- Noting its competition is "square in our sights," JCPenney is navigating the back-to-school season with an aggressive advertising campaign, in-store cross merchandising efforts and new online features, the company reported during its second quarter earnings call last week. Its "All Access" campaign for student shoppers fixes on trend-right apparel fashions as well as a "Campus Shop" for dorm dwellers that couples bedding and decorative accessories with mini-refrigerators and microwave ovens, "all aimed at rocking the college students' dorm room," said Ken Hicks, president and chief merchandising officer.
Pushing its multi-channel strategy, the retailer also created an online site--www.jcpallaccess.com--to support the campaign. ...
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