- Making Fashion Truly Accessible. JCPenney "curates relevant and inclusive designs for everybody" and has been at the front lines of private brand development and strategic partnerships. Most recently, JCPenney announced its partnership with celebrity stylist Jason Bolden to reimagine collections for two private labels – J.Ferrar and Worthington – made for every size, shape and body.
- Genuinely Rewarding. "Every trip, in store or online, should be worth it." JCPenney wants customers to receive both an emotional and a financial benefit with its credit card program, loyalty program and customer service.
- Standing with Communities. "JCPenney strives to be an active part of all its communities, from physical communities where its more than 650 stores are located, to cultural communities." Localized product assortments and philanthropic efforts are part of the ways the company is trying to acomplish this.
- 120 Years of Doing for Others What We Want for Ourselves. "The company was founded on and still lives by the Golden Rule – to treat others as you’d want to be treated." This commitment to positive change remains at the core of the company’s culture, the retailer said.
The company’s brand proposition is anchored in four areas: