Growth through differentiation, a winning strategy for JCP

Implications: What is driving JCP's business?  They listen to what their customers want - exclusive merchandise at the JCP value. 

Analysis: With close to 50% of their brands being exclusive or private labels, JCP is coming ahead by differentiating themselves from other retailers.

Arizona is already a proven giant lifestyle private brand that produces over US$ 1 billion in sales

American Living - to be launched in 2008 with Ralph Lauren will certainly be a success.  Everything Ralph touches, has turned into gold so far.   The giant branding (Ralph Lauren) machine will no doubt be able to achieve a great lifestyle assortment at JCP's prices without jeopardizing his own brand image.  Chaps at Kohls has proven to be a major success.

Ambrielle is a new intimates private brand launched to compete with Victoria's Secret & VS Pink line.

C7P by Chip and Pepper - a great concept to offer premium denim at the JCP value.  The brand is hip and has a following. 

In every segment of the business, from contemporary women's to beauty, JCP has launched one or several private or exclusive brand strategies to compete with the other retailers.  They listened to their customers and created a compelling, consistent and exclusive product assortments in every category.  JCP has inspired and brought excitement to their customers.