The marketing campaign has taken a number of kinds. Final month, the model hosted “The Other Paris Runway,” a trend present in Paris, Texas, the place locals modeled inexpensive JCPenney seems to be as a counterpoint to the exclusivity of conventional trend weeks.
Final yr, it rolled out an inclusive sizing collection with model Ashley Graham. And it staged “The Other Venice Wedding,” a $10,000 celebration for an actual couple in Venice, California, a pointy distinction to Amazon founder Jeff Bezos’s lavish nuptials in Venice, Italy.
These efforts are a part of JCPenney’s broader turnaround technique after years of declining gross sales. Thalberg joined JCPenney as a consulting chief advertising officer in 2024 and took on the expanded position at Catalyst Manufacturers in 2025.
Since “Sure, JCPenney” launched, retailer visitors is up 6% yr over yr, with vital development throughout its House, Juniors, Activewear, and Tremendous Jewellery departments, based on the model.
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