We should invite her to the Wisconsin State Fair and force-feed her a cream puff!” threatened Milwaukee Journal business writer Doris Hajewski.
It’s good buzz for Penney on the eve of the biggest sales season of the year. But lost in the fight is Wilson’s bigger question, one troubling investors and analysts for years: Can Penney really change enough to remain relevant to consumers?
It’s trying. There’s a spiffy (and loud) new ad campaign and bevy of fresh brands, including American Living–a collection of apparel and home goods designed by the team at Polo Ralph Lauren ( RL - news - people )–and a line of junior fashions dreamed up by New York designer and socialite Charlotte Ronson. Sephora, the Moet Hennessy Louis Vuitton ( LVMUY - news - people )-owned beauty emporium, operates hubs within several Penney locations.
Popular bridge brands–or collections priced just below designer labels–such as ABS by Allen Swartz and Nicole Miller now sell less expensive lines at Penney. An American Living gabardine wool men’s suit blazer, for instance, is priced at $275; a similar jacket from Ralph Lauren Black label is $1,295. A Nicole Miller asymmetrical cocktail dress at Neiman Marcus is $440, while dresses from her Nicole by Nicole Miller line are priced at $70.
