CEO Talks: Penney’s Soltau on Taking a Lifestyle Approach

That confusing sea of racks and aura of “stuff” is disappearing from J.C. Penney Co. Inc. As the retailer narrows inventory to match up to selling trends, the women’s selling floors are being recast into five distinct, easier-to-shop lifestyle departments. There’s a greater emphasis on denim and casual merchandise, visual display to spotlight trends and outfits, and “inclusiveness” so plus sizes are displayed next to misses sizes and no longer out in left field. There is also an elevated, organized clearance area, with bright yellow signs and mannequins outfitted for style. So far, Penney’s new women’s lifestyle approach is evident at 92 stores across the country. “We set up the store to bring these lifestyles to life so that we could develop an emotional connection to the customer and engage them differently,” Jill Soltau, chief executive officer of J.C. Penney, told WWD. “We started in women’s. We have to win in women’s. We will continue to build out a very similar strategy in men’s, kids and home.” Soltau also disclosed that the home floor will be an entire “reinvent” utilizing national and private brands, though she didn’t provide specifics. The company is installing outdoor shops with apparel and gear in about 100 of its department stores;

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