OPERATIONS

J.C. Penney asks customers to come back in its new ad

BY Marianne Wilson

New York — J.C. Penney Co. on Wednesday unveiled an advertisement on Facebook that asks customers to return to its stores. The ad will air Wednesday and Thursday on national television, as well as on Penney’s social media platforms.

The retailer posted a 30-second ad on Facebook called “We Are Listening.” The spot blends nostalgic images of Penney stores from the 1960s and family scenes. A female narrator acknowledges that the retailer recently made some changes, some of which “you liked and some you didn’t.” The voice-over continues with, "What matters with mistakes is what we learn. We learned a very simple thing – to listen to you."

The ad ends with: "Come back to J.C. Penney – we heard you. Now we’d love to see you."

The video also appeared on Penney’s YouTube channel.

Meanwhile, the retailer took to Twitter to ask shoppers to comment about the recent changes, what they liked and what they didn’t. The company created the hashtag #jcplistens.

View the ad here:

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OPERATIONS

Guess names Lazear as chief design officer

BY Staff Writer

Los Angeles – Guess Inc. is appointing Sharleen Ernster Lazear as chief design officer. Lazear will oversee all product categories for the Guess and Marciano brands and report to CEO Paul Marciano.

She previously served in senior merchandising and design roles for Victoria’s Secret for 13 years, most recently as executive VP of design.

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Jo-Ann hires former Disney, JCP exec

BY Staff Writer

Hudson, Ohio — Jo-Ann Fabric and Craft Stores has hired former Disney and J.C. Penney’s executive Kris Arabia as VP of product development. Arabia will report to senior VP and chief marketing and merchandising officer Riddianne Kline.

Arabia, who was most recently divisional VP of sourcing for home at J.C. Penney, will oversee the fabric and craft retailer’s design and trend, global sourcing and production and quality control and compliance departments. Additionally, she will assume responsibilities for managing overseas agency relationships.

“Our goal remains the same: deliver quality products to our customers at a great value,” said Kline. “We are thrilled to have Kris, with her tremendous experience in retail sourcing, leading our in-house product development and trend forecasting efforts to help us accomplish that goal.”

Prior to J.C. Penney, Arabia held various sourcing positions with Walt Disney, Pottery Barn, Bath & Body Works and Mikasa. She is a graduate of the University of California, Berkeley. She, her husband and their four children will be moving to Hudson, Ohio, to the company’s corporate headquarters.

Jo-Ann operates approximately 800 stores across the country.

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