This commercial is one of many in the new "Everybody Wins" campaign. As much as I love JCPenney and appreciate their desire to reach new demographics, I see three problems with this new direction, particularly this spot.
1. JCP shoppers are not sexy. As a JCP shopper I feel like I can make that statement with the disclaimer that it's not meant as an insult. Sure, us JCP ladies are attractive, but we're the off to the office in a cardigan and pencil skirt kind of attractive- not the red bikini coming out a jacuzzi while men oogle at us kind of attractive. Sex may sell, but it's just not something we buy. We're conservative. We're soccer moms, daughters of soccer moms, teachers, business professionals. The concluding line "JC Penney: It is seriously hot in here"- perhaps better off for Victoria's Secret or Hollister. Us JCP gals, we like our air conditioning.
2. JCP shoppers are not men. Ok, some may be, but most are women. Yes, they have lovely attire for men, but it's the women who are buying it. It's wives, girlfriends, daughters for dads. While we may appreciate that VanHuesen slacks are on sale for $19.99 and appreciate that the men in our lives may finally like the clothes we pick for them, we don't appreciate that they like the clothes we pick because they subconciously link him to a woman who is younger and more toned than we are. Also, judging by the men featured in this commercial, they probably have daughters around the same age as the model they are being "rewarded" with. I have to agree with AdFreak on the ick factor.
3. JCP shoppers appreciate consistency. We want to know what we're getting. We're not the spontaneous, go with the flow, bite into anything type of people. We are day planner carrying, grocery list making, Lean Cuisine eating type of people. Going back to the 1980s, we were told "This Is J.C. Penney." Clear and direct. Then they told us we were "...looking Smarter Than Ever." "Doing It Right" and that they "..[Loved Our] Style." Well thank you JCP, kind of you to say so. Then they branched out from the norm a bit, and became "Fun. Different. J.C. Penney" which was ok, because while we may be conservative, we're not prudes. We can support some fun and difference in our wardrobe. But then we hesitated because we're not really sure we want to branch into the fun and different world, so JCP comforted us by saying we could be fun and different or we could stick to the usual. "It's All Inside." Whew. Close one. Now it's a "New Look. New Day. Who Knew" we were getting ditched for the men we've been shopping for.
I realize that JCP is hopeful of target expansion but I feel as though they are confusing their target market with their target audience. Your target market is anyone and everyone who would ever/could ever be interested in your product. Your target audience is a specific group within that market that you are trying to reach with a particular message. JCP has been very proactive in reaching their target audiences of 30-45 year old women, 20-30 year old women and highschool/college students. It is my opinion that the reason they have had success is that each of these groups fit into the JCP target market of women. JCP on the other hand seems to feel as though their target market is people. All people.
Will JCP have success in adding men to their extensive list of target audiences? (Based on the spot above I'd say men of all ages) Maybe, but it's risky. I understand the concept that men will see this commercial and conclude that if they pay $17.99 for a button up shirt from JC Penney, young, hott models will start magically appearing in their lives. Point well made. The concept behind the "Everyone Wins" spots is actually quite clever but it's one thing to branch out from audiences of 20-30 year old females to 30-40 year old females. It's another thing to switch markets entirely. JC Penney did a great job catering a clothing ad to a male demographic; unfortunately, it's just not a demographic I see at JCP anytime in the near future.
Mood: Perplexed
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