Reading this article and the link within it gave me some new insight into their master plan. Sure, we all see the “no sales” and “all gay, all the time” stuff but that’s just marketing stuff. The real plan to a fundamental change from traditional department store to a collection of small brand-name shops all under one roof with a central cafe. The problem I have with this idea is that we have it already, it’s called the shopping mall. Why do I need JC Penny to recreate it on a smaller scale? I fail to see what the draw is.
I never understood this move.
Doing a cursory review of their demographic appeal, it’s not like there are a large number of gays that want to spend money in discount retailers so much so you need to do a national campaign. It yielded them no business, they got hammered by the right and the left hung them out to dry because they won’t miss a place they don’t shop in anyway.
Didn’t they test this before the roll out to a national campaign. Gays looking for discounts already have their store, Target.
I predicted they would not make it past 2013.