JCP is a solution for the retail needs of a bygone era. I don’t think there is any form of radical reinvention or cost-cutting that can save it, now. The brand is tainted with the stigma of “cheap” without being in any way attractive to the young audience that likes to buy cheap. Maybe they should have hired Justin Bieber, instead of Ellen. :)
I think you have something there.
That MIGHT have worked.
The brand is not stigmatized beyond repair.