Wednesday, March 01, 2000
INDUSTRY NOTES: RETAIL
Magazine launched by Penney
BY LISA BIANK FASIG
The Cincinnati Enquirer
J.C. Penney Co. Inc., as part of a campaign to attract the ever-changing, ever-fickle women's market, has launched the in-house magazine Real You.
Filled with features on topics such as money, children and home, and combined with new J.C. Penney styles, Real You is designed to build the retailer as a fashion authority. The department store chain is, after all, better known for sensible pricing and middle-of-the-road styles than cutting-edge fashions. And magazines, with their ability to build relationships with readers, are considered an effective way of building retail loyalty.
The 96-page premiere issue — spring 2000 — includes 103 (Penney) fashion ideas, home accessories in beige and black, and investing from home. All display merchandise is from J.C. Penney and, like in catalogs, product descriptions and prices are provided.
“Real You is about real women, real lives and real issues,” editor Renate Ruge said in a statement. “The magazine answers the needs of busy women who are juggling family life with a career.”
It is not Penney's first magazine. In August, it launched a quarterly publication called Noise, aimed at the teen set.
Analysts have said the magazine is probably an effort to capture a market that shops the Gap, American Eagle and Abercrombie & Fitch.
Penney is seeking to capture lost market share after steadily declining sales and profits forced it to cut costs.
Last week, the retailer said it would close 45 department stores. The locations have yet to be revealed.
Both magazines are published by Redwood Custom Communications for J.C. Penney.
Elder-Beerman plans to open 2 new stores
Elder-Beerman Stores Corp. might be exploring ways to increase its share price, but original expansion plans have not been shelved.
The Dayton-based retail chain last week said it planned to open a store in West Bend, Wis., come fall. Another store is scheduled to open this year in Howell, Mich. They will be the third and fourth stores to open using a new concept design.
Monday, Elder-Beerman said it hired an investment banker to explore ways to maximize the company's share price. Such options could include putting itself up for sale, a recapitalization or a merger.
Target takes aim at market in Dayton
Target is planning to open a store on the south side of Dayton, Ohio, the area's fourth.
The store, opening March 5, is at 2300 Miamisburg-Centerville Road. Other area stores are in Beavercreek, Huber Heights and Trotwood.
Brandt Retail Group in Cincinnati helped Target find the location.
Online store of the week
www.Neimanmarcus.com, launched in October, has a new boss. Sharon Jester Turney, president and chief executive of NM Direct direct marketing business, has added Neiman Marcus Online to her responsibilities.
Neiman Marcus Online operates the online store of its parent company, the Neiman Marcus Group Inc., as well as Chefscatalog.com and — coming soon — Horchow.com.
Neimanmarcus.com offers fashions in women's, men's and children's apparel and housewares.
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INDUSTRY NOTES: RETAIL
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