JCPenney Hopes Ellen DeGeneres Can Boost Its Image

NEW YORK (CBSDFW.COM/AP) – As J.C. Penney Co. aims to re-invent itself, it’s hoping a famous former employee can help out.

Talk-show host Ellen DeGeneres, who worked at a Penney store in Louisiana, in the 1970s, will make store appearances and star in a new TV ad campaign to air this spring.

“One of my first jobs was at a jcpenney in Metairie, Louisiana. You know what – I don’t think I ever clocked out on my last day. I should look into that. Anyway, I’m so excited to be back working with the company,” said DeGeneres.

Penney has a new CEO, former Apple executive Ron Johnson. His changes include overhauling the price structure, creating a new logo and carving its 1,100 stores into 100 specialty shops, showcasing new brands like Martha Stewart.

But perhaps the biggest challenge for the Plano-based chain is to sell shoppers on its new pricing, which launched Wednesday.

Penney is getting rid of hundreds of sales and is now focusing on “everyday” prices and monthly sales events.

(©2012 CBS Local Media, a division of CBS Radio Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)

  • NiteNurse

    I wonder how the Christian right feels about a known gay entertainer (Ellen) and a convicted felon (Martha) endorsing a well known department store. I’m sure they’ll still shop there.

  • bootsdeal

    Lemme see, a pervert and a jail bird coming to the rescue of Penney’s. Somehow, that just doesn’t make sense. What ever hapened to people of character and integrity for spokespeople?

  • Reverend Denis Teel

    @nitenurse-might i ask where the christian issue comes in as a topic here? you’re an favorite pizza place which i order from all the time has kids working for it..they party and smoke i not order pizza from this place for that reason?? i sure as hec wouldn’t shop at walmart if that be the case.nobody,not even a christian,narrows their consumer shopping down to only buying from stores with all christian employess..such a retail store doesn’t exist. you’re merely attempting to intimidate the christian belief and believers themselves.//and for no reason that i cans see,as i don’t see anoyne else bringing christiamity into the discussion

  • Dennis Teel

    ooooh..such my last post.i need practice

  • Fort Worth News Stories for Feb 02 2012 : Travel tips, hotels, restaurants, jobs and news | Travel 2 Fort Worth

    […] for the Jets against New England last January. And it’s so nice, it might just work twice.JCPenney Hopes Ellen DeGeneres Can Boost Its ImageAs J.C. Penney Co. aims to re-invent itself, it’s hoping a famous former employee can help […]

  • Jason

    Good for JC Penneys! Although JC Penneys may lose some customers because of this, hopefully they’ll also gain some customers as well. Let’s hope that stores like Sears, Woolworth, etc. will follow suit.

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