Headache:
Getting any kind of attention during the holidays can seem nearly impossible—especially if you're perceived as just another dime-a-dozen department store. JCPenney wanted to reclaim recognition as a culturally relevant retailer and cut through the perennial holiday shopping hustle when everyday retailers get lost in the pre-holiday shuffle.
wow moment:
Local shoppers had ironically referred to JCPenney as "Jacques Penné" for years. Instead of fighting the nickname, embrace it. Reclaim the slang and transform it from a joke into an aspirational brand moment. Make focusing on small, attention-grabbing curated collections the strategy that helps box stores stand out.
execution:
Brought a limited-time "Jacques Penné" popup store to life in the heart of NYC: Curated collections that felt more boutique than big box
Custom VR shopping tool for an elevated retail experience
Custom artwork throughout the space
Partnered with noteworthy tastemakers to drive cultural credibility
Leaned fully into the French-inspired rebrand for maximum intrigue
activation:
The popup became the event of the season, generating tons of attention from trendy outlets harking and heralding that a retail star had been reborn. It was worth every Penné: 400MM campaign impressions, 600 earned PR placements, and +3.4% Nov/Dec sales YOY.
here's the skinny:
Turned jcpenny into the hottest ticket in NYC
