That is a popular misconception.
The reason JCP fell on hard times is it allowed a CEO to trash the hard earned lessons of retailing. He played fruit basket turnover and the basket never righted its self.
The damage was not from the political ellen decision but from plain old bad business.
You are right but don’t tell people here. They are obsessed with the gay ad storyline. Not one single analyst on the Street has mentioned the ad campaign. The JCP story is about Ron Johnson.
The reason JCP fell is because it went fruity. I know lots of people who no longer shop at JCP and almost every one of them avoids it because it is a fag store. JCP turned it's back on Christian families and we found better places to shop.
The damage was not from the political ellen decision but from plain old bad business.
And the worst of those decisions (I'll admit there were many bad decisions made) was spitting on 97% of the population just to lust after the remaining 3%
JCP went gay and Americans want nothing to do with that.
I know. But it was ridiculous to think that someone who represents 3% or less of the population is some kind of cultural leader. I don’t care about Ellen, her life, whatever, but I am sick to death of having a hostile culture forced on me.
19 Sad Photos That Show Why JCPenney Is Closing Stores And Cutting Jobs
Read more: http://www.businessinsider.com/photos-inside-jcpenney-2014-1#ixzz2qZnDO7eJ
Their buyers (people who are supposed to find good stuff to buy to have sold at the stores) are not making much of an effort.