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J.C. Penney to Unveil First New York Store
July 08, 2009
Plano, Texas-based retailer J.C. Penney Co. Inc. will unveil its first store in New York with a major multimedia marketing campaign, which could cost up to $1 million, according to The New York Times. Opening July 31, the Herald Square store will be a rarity for the company, which typically markets store openings with print and radio advertising. “A special case gets a special level of attention,” said Mike Boylson, executive vice president and chief marketing officer at J.C. Penney. With direct, cheeky, New York-style ads and customized shopping, the company hopes to reach out to non-JCPenney shoppers, and to prove to customers that the store will be at home in New York. The new Manhattan store will join JCPenney stores in the Bronx, Queens and Staten Island.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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