The Company sells family apparel, jewelry, shoes, accessories and home furnishings to customers through department stores and Direct (Internet/catalog).
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JC Penney is a well-known brand, but their current selection and style of clothing makes them a second tier apparel company. They are caught between serving the current customers, who are getting older and migrating to more expensive tastes, and the new generation that views JCP as older generation fashion. They would be well-served to look at estalishing new brands or acquiring small / new niche companies.
Tough choices, but I don't see how they'll continue to deliver on expectations for growth and/or earnings.