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JCPenney - Noise Online
The Client
J. C. Penney Corporation, Inc., the wholly-owned operating subsidiary of J. C. Penney Company, Inc., is one of America's largest department store, catalog, and e-commerce retailers, employing approximately 150,000 associates. J. C. Penney Corporation, Inc. operates 1,021 JCPenney department stores throughout the United States and Puerto Rico, and 59 Renner department stores in Brazil. JCPenney Catalog, including e-commerce, is the nation's largest catalog merchant of general merchandise, and JCPenney.com is one of the largest apparel and home furnishings sites on the Internet. J. C. Penney Corporation, Inc. is a contributor to JCPenney Afterschool Fund, a charitable organization committed to providing children with high quality after school programs to help them reach their full potential.
The Project
StudioCinna is the author of the concepts and designs and was invited by an Internet agency to create a new business conceptual Web site pitch for JCPenney that Generation Y American teens could interact with and build their own community.
Generation Y is the biggest thing to hit the market since the baby boomer era. Born between 1979 and 1994, this group is simply too big for brands to ignore. Sixty million strong, the Y Generation is the largest consumer group in the history of the U.S.A. more racially diverse group compared with their parents generation, many from single parent households with working mothers, they are the first generation to come along that's big enough to hurt a boomer brand simply by giving it the cold shoulder — and big enough to launch rival brands with enough heft to threaten the status quo.
Generation Y Teens are looking for the latest ideas and styles across a range of generic areas — like interaction on the web — and a well-designed website is crucial for any company hoping to reach under 18 consumers. The Y Generation demands more in comparison with their parent's generation — socially, culturally and economically perceptive this computer savvy generation can change their brand loyalty at an instant.
Entering the project during the strategic phase and drawing from nearly two decades of professional experience gained from working on global Generation Y and fashion accounts for the major publishing and advertising agencies combined with merchandising, marketing and management experience gained from working within a multi-award winning retail fashion giant — enabled StudioCinna's creative director to offer advice, significantly contribute and deliver innovative solutions and aid the marketing and promotion during the new business presentation process.
The Results
StudioCinna successfully packaged the winning new business pitch for the Internet agency by providing the agency with the design presentation, effective copy writing, and extensive core concepts — many of which were implemented on the live site.
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Trademark & Copyright Notice: © 1995-2007 StudioCinna/Cinna Ltd. All rights reserved. Copyright © 1995-2006 StudioCinna /Cinna Ltd. All rights reserved. StudioCinna asserts the moral right to be identified as the author of the JCPenney presentation concepts and design solutions. No part of this work may be reproduced or transmitted in any form or by any means, or stored in a retrieval system of any nature, without the written permission of StudioCinna, the author and copyright holder. Modification of the presentation design solutions requires the written permission of the author and no part of this work may be exposed to public view in any form or by any means, without identifying the author (StudioCinna) and displaying the author's URL (www.studiocinna.com). |