We can no longer gatekeep at a time when people so badly want more for less.

To our loyalists: We’re sorry.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250410165411/en/

Photo: JCPenney

You’ve always known JCPenney is more than just a great deal – it’s home to unbelievable items and incredible fashion at a great deal. You see this. You get us.

You know that when you buy a $250 look for just $72, you’re not just buying a $250 look for just $72 – you’re buying the look from someone insanely jealous of your fit.

You know that when the woman in the airport asks you where you got that head-turning must-have item, you’re going to have to repeat yourself because she won’t believe you: “Yes—JCPenney!” you’ll say, cat walking to the plane that flies you to your next destination.

Not enough people know what you already know.

It’s true. Eighty-three percent of people surveyed admitted they were surprised to see such on-trend outfits from JCPenney when we showed them the hottest looks for spring. And right now, it feels like we should be letting a lot of people know what you know, you know? It’s a weird time. Budgets are tight. Everyone’s compromising everywhere. We all need more for less. You agree, right?

That’s why we can no longer keep it a secret. It just wouldn’t be fair.

We’re running with your catchphrase and making it our tagline. “Yes—JCPenney!” is our new warrior cry. We hope you don’t mind.

We’re bringing it to life in a series of TV spots that will air April 12 during unexpected, high-profile moments like the NBA post-season, shifting our image as a coupon destination to a must-shop fashion brand.

They’ll look like the scene we outlined above. Eye-catching fashion and must-have products that’ll have you questioning it actually came from JCPenney.

We’ve already leaned into this disbelief. People passing through Times Square and shopping at Simon and Brookfield Malls across the country know what we’re talking about. This week, they encountered larger-than-life ads serving up the outsized fashion JCPenney has to offer. The catch? These billboards were totally anonymous. They included photos of models serving the hottest looks, but without tags, labels, our name or any branding whatsoever. Just a QR tag that led shoppers to a website revealing its unsuspecting fashion and deal hero as JCPenney.

But spreading your secret won’t stop there – it’s about to go prime time.

JCPenney is unleashing its biggest, blink-twice deals on one of late night’s biggest stages. For the first time ever, we’re teaming up with ABC’s Jimmy Kimmel Live with in-show reveals that’ll leave jaws on the floor. Every Thursday for seven weeks beginning on April 10, America’s favorite late-night sidekick, Guillermo, is dropping “Really Big Deals” you won’t believe are real – on fashion, home, beauty, and more. Jimmy Kimmel Live airs weeknights at 11:35 ET | 10:35 CT on ABC, and streams next day on Hulu.

On behalf of everyone at JCPenney, we are sincerely sorry we spilled your best-kept secret.

But we hope you’ll agree it’s the right thing to do – because everyone should know what you know about where to score incredible fashion, at even better prices.

Okay. Thank you. Don’t be mad.

About JCPenney

JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250410165411/en/

83% of people surveyed admitted they were surprised to see such on-trend outfits from JCPenney when we showed them the hottest looks for spring. And right now, it feels like we should be letting a lot of people know what you know - yes, it's JCPenney!