By Bethany Biron.
Following several quarters of poor performance, JCPenney is trying to shake its reputation as a stale retailer by transforming into “Jacques Penné” for the holidays.
Starting Friday, JCPenney is hosting a two-day holiday pop-up shop in Manhattan’s Soho neighborhood, which will include gift ideas curated by influencers including television personality Nicole Richie and fashion blogger Danielle Bernstein. The event will be paired with a 360-degree virtual reality feature that allows users outside of New York to make purchases from the Jacques Penné shop on desktop and mobile through January 7.
The store, bedazzled in glitter and festive decor, is situated strategically amid the hustle and bustle of one of Manhattan’s most trafficked retail locales. To the unassuming eye, it could pass as an Etsy shop come to life, rather an event put together by a beleaguered mall brand like JCPenney — which is exactly what it’s going for.
Read more at Glossy.