So Long, Granny JCPanties

You might know JCPenney as the drab department store that grandma loves with a public identity crisis. Their constantly-changing taglines and commercial themes practically screams “Who are we??” Recently, however it looks like JCP has begun a transformation. Bringing in newer brands with kindof new ideas and partnerships, it looks like JCP might be onto something…
It seems they’ve taken some direction from Target’s shop-in-shop launch and after the success of Sephora, which made more sales per square foot than the rest of the store, it is said that more will soon join. New hires are another avenue JCP has taken with their controversial, but fitting spokesperson, Ellen DeGeneres. L’Amour by Nanette Lepore, Liz Claiborne, Nicole Miller as well as the Olsens and CEO Ron Johnson is hopeful that these recent acquisitions will make a difference.
The newest partnership is one with the Fun, Fearless Females of none other than Cosmopolitan magazine. It has been announced that Cosmo’s editorial staff will launch a line of bags, lingerie, accessories and jewelry to be sold in JCPs everywhere. It might take some time for the branding to change, but is there another department store that offers Cosmo-inspired merchandise? Not that we know of…