While J.C. Penney has been earning accolades from the fashion industry for their updating their brand image, hiring very a cool openly-gay talk show host as a spokesperson (that would be Ellen Degeneres), and eliminating sales in favor of year-roud low prices, there are people out there who really don’t want to see the retailer change. And no, we aren’t talking about One Million Moms.
HuffPo tracked down some shoppers who declare themselves “frumpy and proud” and are none too happy about seeing their favorite store do stuff like collaborate with notoriously rauchy rag Cosmopolitan or launch trendy shop-in-shops. One such outraged customer faults new CEO Ron Johnson for misjudging his store’s customers.
“He’s working hard to ‘de-frump’ the store without considering that many if not most of its customers might have shopped there precisely because they like the more conservative frumpy look. Am I frumpy? Probably. Does that bother me? No, not at all.”
Is there really a shortage of stores that carry dowdy duds in small town America? We’re skeptical.