Photo: Ian Gavan / Getty Images
JCPenney couldn’t gain any momentum when CEO Ron Johnson and his crew’s marketing strategy bombed earlier this year.But now, he seems to be happy that they’ve made the appropriate changes.
“Thank God we did,” Johnson said in a presentation in front of hundreds of analysts who took a tour of JCPenney’s test store.
“We are out of the pricing confusion business. We went from confusion to comprehension.”
Since former JCPenney president Michael Francis was ousted, Johnson has taken control of marketing, changing the message to focus on brand partner, shops and experiential promotions like haircuts for kids.
He wants people to think of JCPenney as a “branded specialty department store,” and keep the message based around the brands the store carries.
“Now the challenge is, how do we make sure people believe that the value’s right?” said Johnson. “You earn trust over time on value.”
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