JC Penney is turning to Hispanics to help rescue itself from years of financial problems.
After a sharp drop in sales and management upheavals, “the struggling retailer [is] ripping up its marketing playbook once again,” says AdAge.
Penney wants to be destination department store for Hispanic shoppers. Ads aimed at Hispanic women will be launched this week during the World Cup.
“Our growth depends on catering to the Latina,” Lyris Leos, director of multicultural marketing at J.C. Penney tells AdAge.
Hispanics are expected to be the largest source of growth for the retailer this year. READ MORE
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