JCPenney builds on strong sales success of fashion campaign

JCPenney is doubling down on efforts to shift its image from a coupon destination to a "must-shop fashion brand."

In April 2025, the department store retailer launched a humorous brand marketing campaign featuring the tagline, “Yes-JCPenney!” In addition to an ongoing promotional tie-in with the ABC “Jimmy Kimmel Live!” late-night talk-show program, the campaign has included TV spots and larger-than-life QR-code-enabled ads that were placed in Times Square and at Simon and Brookfield malls across the country.

[READ MORE: JCPenney partners with 'Jimmy Kimmel Live!' to promote fashion]

According to JCPenney, looks featured in its ad placements in Times Square and local malls sold five times faster the average item, with most becoming its hottest-selling items. In addition, the company says it is seeing a major increase in interest in contemporary fashion items as compared to this time in 2024, on track to double sales volume.

Now, JCPenney is debuting two new summer-themed ads – one focused on the rapidly-growing sport of pickleball and one featuring a woman brightening up a gray day with a stylish fuscia dress purchased at roughly two-thirds discount.

“‘Yes, JCPenney’ is our new warrior cry, and it’s here to show the world what our most loyal customers already know: we’re not just serving great deals – we’re serving looks,” said JCPenney. "The kind that stops people mid-scroll, turn heads in the airport, and make strangers ask, ‘Wait… where did you get that?’ And if the results of our first round of advertisements are any indicator, the fear of missing out is real."