If they really want to drive themselves out of business by marketing to only 1.5% of the population that’s their choice.
The other 98.5% can shop elsewhere.
The irony to all this is the fact the JCP is no where near trendy enough for the gay crowd. Their primary market has been low and middle class with few exceptions. As a rule this group has had issues with the homo agenda, and rightfully so.
JCP fail indeed, you can’t spit in the face of you customer base in order to intice people who will never darken your doors no matter how much you try...