Penney’s Gay Wager

[William769]

Have you followed the recent tussle between J. C. Penney and anti-gay groups? It’s pretty interesting. And it’s pretty suggestive of changed attitudes in this country toward gay men and lesbians.

It started earlier this year, after J. C. Penney hired Ellen DeGeneres, an outspoken advocate for gay rights and marriage equality, as its pitch woman. There was no indication then—and there is no reason to believe now—that she was chosen because she’s a lesbian. The company’s current CEO, Ron Johnson, told the Associated Press: “I think Ellen is someone we all trust. She’s loveable, likeable, honest and funny, but at her soul, we trust her.”

Nonetheless, her sexual orientation drew the ire and fire of ultra-conservative Christians, who publicly denounced the retailer and commenced a campaign to have DeGeneres replaced.

What did J. C. Penney do?

It reaffirmed its commitment to DeGeneres—and then, last month, at around the time of Mother’s Day, it doubled down and unveiled an ad with a same-sex couple: a pair of moms.

http://bruni.blogs.nytimes.com/2012/06/20/penneys-gay-wager/

[SoutherDem]

1. Penney is taking the stand every company should.

I will start by saying I worked for JCPenney for 18 years.

They realize the LGBT community has money to spend. They realize the opinions of America is changing. They realize their target customer is much more open minded than they used to be.

They also took a big step in honest pricing. I have heard people complain because of the lack of sale. Well, I went to JCPenney last week with my parents to purchase my father a coat. The coat he chose was one which was $120 when I worked there, it would go on sale for $90 and during door buster or "biggest sales or lowest price of the season" sales would be $80. Their new everyday price was $80, a price which you only got a few day a year in the past. Yes they do have monthly specials. Those prices were even lower than I ever saw them in the past. They also have a new way of handling clearance. Every two weeks take a markdown then after a fixed time sell it to a clearance company. From what I can see they now have the best prices in town.

I may be wrong, but I think JCPenney took steps to insure their future.

[beyurslf]

2. I shopped at Penney's the other day and, at last in part, it was because of these ads.

I had plenty of choices.