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Takeaway: JCP is on offense, trying to find the right formula.

Hedgeye Retail Sector Head Brian McGough applauds JC Penney's campaign to burn Lululemon's fat-shaming.

From The Gloss 

"JC Penney Burned Lululemon's Snobby Fat-Shaming, And It's Brilliant"

  • "Lululemon‘s recent image problems are excellent news for other athletic brands, and JC Penney wants everyone to know that if Lululemon doesn’t want you in its pants, JC Penney is ready to hook you up."
  • “When it comes to yoga pants, we fit any shape and size,” JC Penney tweeted at right about the time Lululemon was making headlines for blaming the failure of its yoga pants on the size of its customers’ thighs.

Brilliant: $JCP Burns $LULU - jcplulu

Takeaway: Call this clever marketing campaign by JC Penney what it is: Brilliant. The company continues to show a level of irreverence in its marketing that sets it apart from other national retailers. We’re not saying that the marketing approach fully works. But simply that JCP is on offense trying to find the right formula. We like offense. 

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